Conversion Clinic: Recession Proofing Your Landing Pages

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  • Revealed for first time<number>
  • a methodology – dream home<number>
  • Two sets of psychological techniques: Ben talking about “listening”. Karl talking about “presenting your offer”.<number>
  • If problem is…- they don’t trust your company…- they don’t believe your product is superior to competitors…- they don’t believe your product is superior to just doing without…- they don’t believe your product works…- they don’t understand what your product does…they like your company but you aren’t making enough offers to them…they see the purchase as being too riskySo how do you hear their objections? Easy in shop, difficult on web<number>
  • If problem is…- they don’t trust your company…- they don’t believe your product is superior to competitors…- they don’t believe your product is superior to just doing without…- they don’t believe your product works…- they don’t understand what your product does…they like your company but you aren’t making enough offers to them…they see the purchase as being too riskySo how do you hear their objections? Easy in shop, difficult on web<number>
  • If problem is…- they don’t trust your company…- they don’t believe your product is superior to competitors…- they don’t believe your product is superior to just doing without…- they don’t believe your product works…- they don’t understand what your product does…they like your company but you aren’t making enough offers to them…they see the purchase as being too riskySo how do you hear their objections? Easy in shop, difficult on web<number>
  • If problem is…- they don’t trust your company…- they don’t believe your product is superior to competitors…- they don’t believe your product is superior to just doing without…- they don’t believe your product works…- they don’t understand what your product does…they like your company but you aren’t making enough offers to them…they see the purchase as being too riskySo how do you hear their objections? Easy in shop, difficult on web<number>

Transcript

  • 1. “Conversion Clinic” Karl Blanks, Ben Jesson, Stephen Pavlovich
  • 2. What you will get in the next 60 minutes 1.  How to nd out why most of your visitors aren’t converting. 2.  How to x it.
  • 3. …we tripled the revenues of this business, up to $9.1 million
  • 4. So, what is CRO ? •  It is NOT Google Website Optimizer—or Taguchi testing •  It is NOT a single tool or technique •  It's a methodology CRO™ is a series of strategies, activities and hacks that allow you to easily and reliably get signi cant increases in pro ts.
  • 5. So, what is CRO ? 1.  The Rules Of The Game (and how to win at it) 2.  Understanding (and tuning) existing traffic sources 3.  Understanding your visitors (particularly the non-converting ones) 4.  Advanced market intelligence 5.  Spotting the hidden wealth in your business 6.  Creating your experimental strategy 7.  Designing your experimental web pages (your “challengers”) 8.  Carrying out experiments on your website 9.  Transferring your winning campaigns into other media
  • 6. What do we do? It’s not about the tools… it’s what you do with them
  • 7. What do we do? It’s not about the tools… it’s what you do with them
  • 8. What do we do? It’s not about the tools… it’s what you do with them
  • 9. What do we do? It’s not about the tools… it’s what you do with them
  • 10. William Monkeyspeare
  • 11. O/CO —a more sophisticated approach (O/CO=Objection/Counter-Objection)
  • 12. The O/CO Approach Then make changes that address these objections Determine the objections •  If they don’t trust your company Build trust elements •  Then… If they don’t believe your product …is better than competitors …show advantages over competitors …is better than nothing …show bene ts over “nothing” …show proof it works …works •  Use techniques to improve If they don’t understand what you’re comprehension offering •  Make more offers If you aren’t making enough offers •  If they see the decision as being too Use risk reduction strategies risky
  • 13. Valuable resources… •  “108 Conversion Tips” •  “14 Free Conversion Tools” Get them from conversion-rate-experts.com/articles/