Websites That Convert!


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Insights into the common methods of website conversions, the psychology of purchasing decisions, and how to create effective calls-to-action to help drive leads and sales on your business website.

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Websites That Convert!

  1. 1. W!"#$!% &$ C()v!r$!The art and science of turning casual visitors into paying customers
  2. 2. I)$r(*+,$#() - W-( A. I?• Jerry Bates - Founder |• A "traditional" graphic designer who discovered a love for web design.• Started in 2009.• Launched over 40 websites to date - approx. 1 new website every 3 weeks!• Website conversion has become a passion and critical part of my business.
  3. 3. L!$% S$r$ $ $-! B!/#))#)/
  4. 4. W-0 D( Y(+ $-#)1 0(+ N!!* W!"#$! f(r Y(+r B+%#)!%%?• Online brochure - To provide information about products, services, Etc.• Virtual storefront - To sell products online.• Internet billboard - Drive traffic to my physical location.• Validation - Build your "brand" or look "bigger" than you are.• Competition - Everyone else has one.• Not really sure - You just know you need one.
  5. 5. &2! r! 33 /r!$r!%()%, b+$ $-!0 r! )($ $-! .2$ #.p(r$)$ r!%().
  6. 6. R!%() #1 - T( M1! M()!0!
  7. 7. “The only purpose ofadvertising is to sell. It hasno other justification worthmentioning” Raymond Rubicam - American advertising pioneer
  8. 8. H(w *( 0(+ .1!.()!0 () 0(+r w!"#$!?
  9. 9. &r(+/- C()v!r%#()%!
  10. 10. Q: W-$ #% C()v!r%#()?
  11. 11. A C()v!r%#() #% G(3 C(.p3!$!*!
  12. 12. M(r! b(+$ ,()v!r%#()%• They are not always a "hard" sale.• In fact, they rarely are.• Approx. 96% of visitors are not ready to buy... yet.• They are realistic and actionable. The easier, the better (and more successful.)• Should always place the prospect in your sales funnel.
  13. 13. 4.p3!% (f ,(..() ,()v!r%#()%
  14. 14. C()$,$Encouraging a visitor tofill out a form, email, orcall you.Great conversion if youare good at selling yourproduct or servicedirectly.
  15. 15. C3#,1-$-r(+/-Asking a user to clickthrough to somethingelse, such as andownload link or a call-to-action button.
  16. 16. P/! L)*#)/%Driving traffic to specific landing pages thatfeature information you would like your visitor toknow. This could be a blog post, a productinformation page, etc.
  17. 17. S+",r#p$#()% )*%(,#3 "f(33(w%"Encouraging a visitor tosubscribe (either RSS ornewsletter) or connectwith you via social media.Creates the opportunityfor many repeatconversions through yourcontent.
  18. 18. C(..!)$%Connecting with a user on apersonal level through blogcomments.This can be a tricky conversion(not everyone is a writer) butrewarding if it sparks aconversation, draws othervisitors in, etc.
  19. 19. S(,#3 S-r#)/Compelling a visitor to share information aboutyou with their followers. This act adds credibilityto the information shared with their audience.
  20. 20. P+r,-%!%Creating (or acknowledging) a need for a productor service and making it easy and intuitive forthem to complete the sale.
  21. 21. H(w *( 0(+ *!$!r.#)!w-$ ,()v!r%#() #% r#/-$ f(r 0(+r w!"#$! )* 0(+r ,+%$(.!r%?
  22. 22. S$r$ b0 %1#)/ 3($% (f q+!%$#()%.
  23. 23. W-$ r! 0(+r b!%$ pr(*+,$% (r%!rv#,!%?• Your core business - Consider the 80/20 rule. What accounts for 80% of your business income?• New offerings - products and services with the potential to generate excellent sales and cash in the future.• What do YOU want to sell? - This is an individual decision.• What you decide here should be the focus of your website and your conversions!
  24. 24. W-( #% 0(+r b!%$ ,+%$(.!r?• Lifetime Value - Total amount of a customer’s purchases over the years.• Longevity - How long customers have been buying from you.• Profit Generated - Total profit from each of your customers instead of total sales generated.• This determines who the conversion is for, and helps you understand how to "speak" to them.
  25. 25. O$-!r #.p(r$)$ q+!%$#()% $-$ ff!,$,()v!r%#() (p$#.6$#()• Customer Demographics - Age, gender, location, disposable income, etc.• Reason for buying the product - I.E., the benefits as the customer sees them.• Perception - How the customer perceives your product or service compared to the competition.• The better you can answer these questions, the better your ability to convert.
  26. 26. Y(+r w!"#$!% .#%%#()%-(+3* b! %#.p3! ()!
  27. 27. B+#3* p$- fr(. 0(+r b!%$ ,+%$(.!r% $( 0(+rb!%$ pr(*+,$% (r %!rv#,!%.
  28. 28. “Failing to plan isplanning to fail” Alan Lakeinell - Personal time management author
  29. 29. C())!,$#)/ 0(+r b!%$ pr(*+,$/%!rv#,! $( 0(+rb!%$ ,+%$(.!r #% 33 b(+$ +)*!r%$)*#)/ -+.) )$+r!
  30. 30. The AIDA model
  31. 31. “The four major cognitivephases that buyers followwhen accepting a new ideaor purchasing a newproduct.”
  32. 32. Fr(. $-! v#%#$(r p!r%p!,$#v!• Are you talking to me?• Do you have something I want?• Why should I get it from you?• What will I have to do to get it?
  33. 33. *&!%! r! )($ *#%$#),$ %$!p%• Make sure that theres continuity and flow.• Support a visitors progression through each of the steps.• None of the steps can be skipped.• All of them must happen in sequence.• Be careful and patient; each step is an opportunity to bail out.
  34. 34. 1. A$$!)$#() (Awr!)!%%)• "Are you talking to me?"• The internet (and your website) is full of distractions.• Modern web surfers have "built a wall" around their attention.• Modern web surfers are "scanners" of content.• Capturing attention is as much about permission as it is about interruption.
  35. 35. “Your website needs toconvey immediately whythe visitor should spend thenext several minutes of theirlife reading what you haveto say!”
  36. 36. H(w 3()/ *( 0(+ -v!$( /rb v#%#$(r $$!)$#()?
  37. 37. L!%% $-) 7 %!,()*%!That includes the time it takes for your site to load in the browser
  38. 38. I) ($-!r w(r*%, b(+$$-! $#.! #$ $((1 .! $( r!* $-$ 3%$ %3#*!.
  39. 39. K!0 w0% $(! 0(+r w!"#$! $(-!3p ,p$+r! v#%#$(r $$!)$#()• Useful Content - Especially if supported by great design.• Clear Information - Logical hierarchy with large headings to break up text.• Simple Language - Powerful and easy to understand copy.• Compelling Images - Especially images that convey at least one benefit.• Above the Fold - Important things at the top.• Fast - Optimize your page load time.
  40. 40. &#)/% $-$ %$!3 (r 1#33 v#%#$(r$$!)$#() () 0(+r w!"#$!• Distracting Design - Including animations and/or even music.• Poor Content - Disorganized or non-existent.• Choice Anxiety - Too much to choose from.• Advertisements - Shift attention from your content to their content.• Entry Pop-ups - Pop-up offers or signup nags that block the page content.
  41. 41. 2. I)$!r!%$• "Do you have something I want?"• Satisfy this question by informing the visitor about your products or services.• Interest, like attention, is fleeting...
  42. 42. H(w *( 0(+ ,r!$!#)$!r!%$ #) w-$ 0(+ -v!$( (ff!r () 0(+r w!"#$!?
  43. 43. F(,+% () %p!,#7, b!)!7$%, )($ f!$+r!% (r v/+! pr(.#%!%Understand what features of the product or service are important to visitors.
  44. 44. B! br#!f )* ,3!r #) 0(+r .r1!$#)/ ,(p0.In other words, get to the point, and dont try to be clever.
  45. 45. M(r! $#p% f(r ,r!$#)/ ,r!$#)/#)$!r!%$ () 0(+r w!"#$!• Understand and identify the visitors need and/ or pain point.• "You" focused language - write like its a one- to-one conversation.• Give just enough detail to entice the reader.• Bullet points work - brief, easy to scan, digestible.
  46. 46. 3. D!%#r!• "Why should I get it from you?"• Goes hand-in-hand with Interest• In fact, it can sometimes be difficult to tell them apart, except for one critical difference...• Once you have their attention and interest, you have something very precious: Their time.
  47. 47. H(w *( 0(+ ,r!$! *!%#r!?
  48. 48. W!33, 0(+ ,)$ r!330But you can build desire through careful reassurance of the readers feelings.
  49. 49. M1! 0(+r v#%#$(r f!!3 3#1! $-!0 -v!33 $-! f,$%• Blog.• White papers.• Features and benefits.• Demonstrations or "try before you buy."• Pictures.• Arm them with the information they need to make an informed decision.• They will feel empowered and understood.
  50. 50. M1! 0(+r v#%#$(r f!!3 %f! w#$- $-!#rp+r,-%!• Trustmarks.• Testimonials.• Competitive comparisons.• SSL certificate (ecommerce).• Social media.• Be open, honest, and transparent.
  51. 51. M1! $-!. f!!3 $-!0 r! #) ,()$r(3• Dont rush or "hard sell"• Let visitors dictate the terms of their relationship to you• Option to stay anonymous.• Make information available in whatever format is easiest or appropriate to them.
  52. 52. Cr!$! %!)%! (f +r/!),0• Creates the appearance of demand.• Make "buying in" feel like a special privilege.• Nobody like to feel like theyve "missed out".• Effective in the right situations, but dont rely on it solely.
  53. 53. 4. A,$#()!• "What will I have to do to get it?"• Lead customers towards taking action that results (finally) in a real conversion.• Just because they realize they want it doesnt mean theyre convinced they should get it from you.• To help convince the visitor, you need a good call-to-action!
  54. 54. W-$ .1!% /((* C33-$(-A,$#()?
  55. 55. The AIDA model
  56. 56. &! ,(.p()!)$% (f /((* ,33-$(-,$#()• Strong Title - Captures the visitors attention as quickly as possible.• Focused copy - Informs the reader of the benefits of a product or service to create interest.• Address Pain Point - recognizes readers needs and fears to build desire.• Offers a Solution - Provides a clear action that promises to resolve this pain.
  57. 57. W-0 0(+ )!!* ,33-$(-,$#()• Visitors rarely connect the dots on their own.• If you don’t offer directions, they are far more likely to wander away and never return.• A good CTA is like an "exit here" sign on the highway.
  58. 58. O$-!r $-#)/% ,33-$(-,$#() -% #),(..() w#$- fr!!w0 b#33b(r*%• Bold Use of Text - Can be read at 80 miles per hour.• Incredible word-economy - The best billboards communicate their primary message in fewer than five words• Uses strong images - Both to tell a story and to appeal to your emotions.• Provides clear actions - I.E., turn left at the next exit.
  59. 59. G((* C33%-$(-A,$#() /#v! *#r!,$#()%• Never assume your audience knows what you want them to do.• Use active language such as “click here,” “call now,” or “order today.”• Guide your prospects through a series of actions that ultimately result in a conversion.
  60. 60. W-!r! %-(+3* 0(+ +%!0(+r ,33%-$(-,$#()?
  61. 61. U%! $-!. EVERYWHERE!• Every page on your site is a landing page.• The first point of contact your potential customers have with you may be on a internal page, or a blog article, etc.• A CTA on every page of your site!• Doesnt have to be the same offer on every page.• Sidebars are great for global CTA.• Put you CTA in your content.• Also as links in your content.
  62. 62. I) S+..r0• Have a goal for your website and stay focused.• Identify your best product/service.• Understand your best customer.• Build a conversion process utilizing AIDA.• Create strong calls-to-action to drive those conversions.• Have calls-to-action on every page of your site.
  63. 63. &)1 0(+ f(r 0(+r $$!)$#()!• Follow:• Learn:• See what we do:• Let’s talk:
  64. 64.