GoDaddy makes effective use of ‘Content Placement’.
“The appropriate placement of texts and images on a webpage to influence the buying decisions of a customer.”
Let’s see how they get this effectively done.
1. Description
The perfect description that describes the values offered to the customers: free website, domain name, hosting, online marketing, and more importantly 24/ 7 support.
Now, check this description from their rival brand.
Dude, I don’t care about you being India’s #1 web hosting company. How are you solving my needs?
2. Homepage
The game starts here.
Getting a domain for just Rs.199 ($2.7)? Who doesn’t want that?
GoDaddy lures us into displaying the cheapest options.
I click ‘Get it Now’ and move to the next page to check if it’s actually true.
3. Domain Name
Well, they seem to be true. So, I click ‘Add to Cart’.
But check the sneaky little 2-year registration that comes with it.
There’s more level of smartness in the upcoming pages.
4. Security
It leads me to a page that asks for security add-ons.
Now, check the first paragraph.
To influence my buying decision, the security-related alarming facts are placed exactly in the right spot to trigger my sense of fear. To mitigate my worries of such hacks, I tend to pay more and protect my domain with their security protocols.
5. Email
Power words – Professional, Build Trust, Custom Address – did the trick.
Then, here’s another smart move.
The world knows 39 cents (Rs.29) is pretty low. But GoDaddy takes the extra effort in reiterating the fact by screaming ‘AS LOW AS Rs.29’, just before you select.
It’s all about the timing, mate. GoDaddy just gets you hooked and influences your decision in seconds. Your mind gets tempted so well by the cheapest and most enticing offers that you can’t say no.
6. Checkout
Make your customers feel proud (often) of how much they save.
It triggers a sense of winning and superiority.
7. Motivation
Despite all the cajoling done, GoDaddy still makes one last push to encourage their new customers to purchase by offering a
newbie gift.
Good job, GoDaddy.
