conversion sciences identifying your key conversion strategies

32
November 6, 2008 Brian Massey Brian Massey Conversion Sciences brian@ConversionScientistcom

Post on 21-Oct-2014

4.330 views

Category:

Business


2 download

DESCRIPTION

In my presentation at Innotech eMarketing Summit, I took the audience through a simple evaluation to determine what marketing pattern their Web site follows and put forth the three strategies that they had to ace in order to convert traffic to leads and sales.

TRANSCRIPT

Page 1: Conversion Sciences Identifying Your Key Conversion Strategies

November 6, 2008Brian MasseyBrian Massey

Conversion Sciencesbrian@ConversionScientistcom

Page 2: Conversion Sciences Identifying Your Key Conversion Strategies

Where do you Start?

Image: Dave McClure, www.500hats.com

Page 3: Conversion Sciences Identifying Your Key Conversion Strategies

Th S l F l A li d t Y SitThe Sales Funnel Applied to Your Site.

Page 4: Conversion Sciences Identifying Your Key Conversion Strategies

i itThe questions we should ask ourselves about our visitors.

Page 5: Conversion Sciences Identifying Your Key Conversion Strategies

Which of five basic Web site patterns apply to you.

Page 6: Conversion Sciences Identifying Your Key Conversion Strategies

Which Web strategies will make you successful.

Page 7: Conversion Sciences Identifying Your Key Conversion Strategies

Personas

SearchAnalytics

Page 8: Conversion Sciences Identifying Your Key Conversion Strategies

Prospects become aware of your offering as a solution to a class of problemclass of problem

Prospects explore your offering as a solution to their problem.p

Prospects select your offering as a solution to their problem.

Page 9: Conversion Sciences Identifying Your Key Conversion Strategies

Prospects become aware of your offering as a solution to a class of problemclass of problem

Prospects explore your offering as a solution to their problem.p

Prospects select your offering as a solution to their problem.

Page 10: Conversion Sciences Identifying Your Key Conversion Strategies

What do you want your visitors to li h?accomplish?

Why are your visitors visiting?What do your visitors want to see?What do your visitors want to see?How do your visitors want to take action?take action?How will your visitor use what you offer?

Get out a piece of paper and …

Page 11: Conversion Sciences Identifying Your Key Conversion Strategies

Buy Read Contact You

Page 12: Conversion Sciences Identifying Your Key Conversion Strategies

YYour Sales Channel

W dWord of Mouth

Word

Marketingincluding Search and Social Marketing

RepeatCustomers

Page 13: Conversion Sciences Identifying Your Key Conversion Strategies

About SolvingProblems

User GeneratedAbout You About YourProducts ProblemsProducts

Page 14: Conversion Sciences Identifying Your Key Conversion Strategies

Spontaneous Purchase Considered Purchase

Page 15: Conversion Sciences Identifying Your Key Conversion Strategies

Offline Online

Page 16: Conversion Sciences Identifying Your Key Conversion Strategies

Pattern Action Source Content Purchase Used/S R d S l Ch l Ab M C id d Offli O liBrochure/Sales

SupportReadContact

Sales Channel About MeAbout Product

ConsideredSpontaneous

Offline, Online

Information Portal/Thought

ReadBuy

Marketing Solve Problem Spontaneous OnlinePortal/Thought Leadership

Buy

Consumer/eCommerce

Buy MarketingWord of Mouth

Solve Problem Spontaneous OfflineeCommerce Word of Mouth

RepeatersConsidered Purchase

ReadContact

MarketingSales Channel

Solve Problem Considered Offline, Online

Site as a Service

ReadBuy

MarketingWord of MouthRepeaters

Solve Problem ConsideredSpontaneous

Online

Page 17: Conversion Sciences Identifying Your Key Conversion Strategies
Page 18: Conversion Sciences Identifying Your Key Conversion Strategies
Page 19: Conversion Sciences Identifying Your Key Conversion Strategies
Page 20: Conversion Sciences Identifying Your Key Conversion Strategies

Prospects can spend weeks or months considering your solution and securing budget to purchase it.

Page 21: Conversion Sciences Identifying Your Key Conversion Strategies
Page 22: Conversion Sciences Identifying Your Key Conversion Strategies
Page 23: Conversion Sciences Identifying Your Key Conversion Strategies

Design

Home Page

Contact Info

Page 24: Conversion Sciences Identifying Your Key Conversion Strategies

Home Page

Navigation

Invitations/Social Features

Page 25: Conversion Sciences Identifying Your Key Conversion Strategies

Product Pages

Category Navigation

Shopping Cart

Page 26: Conversion Sciences Identifying Your Key Conversion Strategies

Home Page

House List Email

Landing Pages

Page 27: Conversion Sciences Identifying Your Key Conversion Strategies

Demo or Trial

User Email

Purchase Process

Page 28: Conversion Sciences Identifying Your Key Conversion Strategies

Pattern Awareness Consideration Action/S D i H P CBrochure/Sales

SupportDesign Home Page Contact

Information Portal/Thought

Home Page Navigation Invitations/SocialPortal/Thought LeadershipConsumer/eCommerce

Product Pages Category Navigation TransactioneCommerceConsidered Purchase

Home Page House List Email Landing Pages

Site as a Service Demo/Trial User Email TransactionSite as a Service Demo/Trial User Email Transaction

Page 29: Conversion Sciences Identifying Your Key Conversion Strategies

Product Descriptions

User-generated

Product DescriptionsWeekly Specials

BlogWhitepaper

Seminar PodcastUser generated

Discounts

Article ReportWorkshop Video

S t k

Discounts

WebinarFree Consultation

Sweepstakes

StoriesDemoEmail Notifications

QuestionnairePi t

Stories

NewsPictures

Page 30: Conversion Sciences Identifying Your Key Conversion Strategies

What questions to ask

Your unique Web pattern

The three strategies gyou should to focus on

How your to generate content for your strategies

Page 31: Conversion Sciences Identifying Your Key Conversion Strategies

On the Web Blog: www.ConversionScientist.com

On Facebook Fan Page: Web Strategies for Businesseshttp://www.facebook.com/pages/Austin-Texas/Web-Strategies-for-Businesses/

By Email [email protected]

Twitter www twitter com/bmasseyTwitter www.twitter.com/bmassey

LinkedIn www.linkedin.com/in/bmassey

By Phone Brian: 512 961 6604By Phone Brian: 512.961.6604

Page 32: Conversion Sciences Identifying Your Key Conversion Strategies