1. Does Your
Website
Smell Like
a Skunk?

2. Too many
websites
repel visitors
like a skunk

3. They came,
they puked,
they left
Avinash Kaushik
Digital Marketing Evangelist

4. How do you
neutralise
a skunk?

5. Every visitor to your website
wants the answer to
one critical question

6. “Will this website
solve my problem?”

7. Every visitor
has 2 voices arguing
in their head

8. A positive angel

9. and a miserable devil

10. Angels look for…
• Reasons to stay
• Rewards and benefits

11. Devils look for…
• Reasons to leave
• Risks

12. Skunk Alert!
Your visitors have been
squirted by too many
skunky websites

13. So the devil has the
upper hand
Reward Risk

14. Your website has
4 to 8 seconds
to grab visitors’ attention,
or they’ll leave

15. So a strong
first impression
is vital

16. When your visitor
believes the
rewards are greater
than the risks, they’ll stay

17. Reward must beat risk
Reward Risk

18. But when they think
the risks are too great,
they’ll rush to leave

19. Never let risk beat reward
Reward Risk

20. As long as your visitor’s
perceived reward beats
their perceived risk
they’re more likely to act

21. Reward must beat risk on
every page

22. Every page must
build or reinforce the
rewards,
or lower the risk

23. Or you’ll lose visitors

24. Let’s look at
some
examples

25. 3 Skunk Alerts
1. Immediate rejection
2. Premature proposition
3. Abandoning the goal

26. 1. Immediate
Rejection

27. Every visitor to your website
wants the answer to
one critical question

28. Will this website
solve my problem?

29. They must be given
3 instant answers
to these questions…

30. 1. Where am I?
2. What’s your offer?
3. Why should I choose you?

31. 1. Where am I?
Does what I see on my
screen (without scrolling)
look relevant to my search?

32. 2. What’s your offer?
Does what I see on my
screen (without scrolling)
show me what you
can do for me?

33. 3. Why should I choose you?
Does what I see
on my screen
convince me to stay
and find out more?

34. Angels win when…
• The page is very relevant
to their search
• Immediate reason to stay
• Positive first impressions

35. Devils win when…
• Mismatch to their search
• They have to scroll down
• Looks like a waste of
their time…

36. How to avoid
immediate
rejection

37. Weapons to avoid
immediate rejection
• Your headline
• Your photo
• Your benefits

38. Attention grabbing headline
• Your headline is vital
• It’s more important than
design, photos, videos or
anything else

39. Confidence building photo
The closer your photo is to
the ideal outcome they are
searching for, the more
likely they are to stay

40. Bullets to hook their interest
• Use captivating bullets
• Explain why your offer is
the best
• Keep it simple

41. 2. Premature
proposition

42. Buy
Now!!!

43. Your customer
buys when they
want to buy,
not when you
want to sell

44. They won’t buy
until their reward
beats the risks

45. Reward must beat risk
Reward Risk

46. Too many websites
try to force a sale
before their
visitors are ready

47. Risks beat the rewards
Reward Risk

48. Boost the rewards
and
lower the risks

49. Build their
interest
and desire

50. Give value to your visitors
• a free video
• a helpful report or
• a free trial…
…in exchange for their e-mail

51. The aim is to begin a
relationship, so you can build
their trust and confidence
in your service

52. So that
when they’re
ready to buy
they choose
you

53. 3. Abandoning
the Goal

54. Is there anything
more frustrating
than leading a visitor to the
brink of taking action
only for them to disappear?

55. It happens all the time

56. A website persuades a
visitor to act

57. Then…

59. It hits them with
a cold, sinister
payment page

61. Suddenly there are…
• no rewards
• no reminders of the
benefits

62. Just a page demanding…
• credit card details
• name and address
• telephone number

63. A page that looks too risky
Risk

64. So they leave

65. How can you
persuade
them to
score?

66. Keep reassuring them
Reward Risk

67. Remind them why
completing the action is such
a good decision for them

68. Lower their risks
• show your guarantee
• add some testimonials
• add a trust icon to prove
your cart is secure

69. Break an
intimidating
process into
baby steps

70. Learn from
and remove
distractions

72. Little baby steps
and every click takes you
closer to buying

74. There’s no menu on their
checkout pages.
All distractions
have been removed

75. Let’s
wrap up

76. If you want to
neutralise
a skunk

77. Rewards must beat the risks
Reward Risk

78. Here are
some ideas to
test on your
website

79. Angels Respond to…
• Headlines • Benefits
• Photos • Easy next
• Bullets steps
• Offers • Simplicity

80. Devils Are Calmed By…
• Guarantees • Trust icons
• Social Proof • No hype
• Contact • Testimonials
details • Fast loading
• Clarity pages

81. Thank you.
May your website
have the aroma
of a fresh strawberry
drizzled with melting
chocolate

82. Steven Hourston
Internet marketing specialist
steven@BusinessSparks.com
BusinessSparks.com
+44 207 112 8814