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Google launched into a market already dominated by NetScape.

Google had a behavioral strategy – get people to make Googling a habit.

There were three pillars:

1) Easier results.
2) Faster results.
3) Better results.

The first is the one most would miss.

Behavioral science tells us that most marketing strategies overemphasize motivation. Moderately motivated people are more likely to do what’s easy than highly motivated people are to do what’s hard.

Ease beats motivation. That explains the fate of most New Year’s Resolutions.

Google’s competition had gone in for massive cross-selling and indexing.
Yahoo and Netscape’s homepages were cluttered with links.

Behavioral economists confirm what direct marketers long knew – choice depresses response.

Why, because simple is easier, and ease is the single most important factor in designing for behavior change.

Google had a simple search bar, a logo and that’s it.
Faster is easier.

And, the distance in time between action and reward increases effectiveness geometrically.
That’s why Google uses a little of its precious homepage real estate – to tell you exactly how many nanoseconds it took to get your result.

Learn more about behavior change marketing, free: http://ow.ly/3txx30nhBN0