Converting Searchers into Prospects and Customers

July 17, 2008 Brian Massey Conversion Sciences [email_address]

How we tend to think about our sites today.

The Sales Funnel Applied to Your Site.

The questions we should ask ourselves about our visitors .

Which of five basic Web site patterns apply to you.

Which three Web strategies will make you successful.

Search Analytics Content Development

Prospects become aware of your offering as a solution to a class of problem Prospects explore your offering as a solution to their problem. Prospects select your offering as a solution to their problem.

What do you want your visitors to accomplish?

Why are your visitors visiting?

What do your visitors want to see?

How do your visitors want to take action?

How will your visitor use what you offer?

Get out a piece of paper and …

Buy Read Contact You

Your Sales Team Advertising Word Word of Mouth Repeat Customers

About Solving Problems About You About Your Products

Spontaneous Purchase Considered Purchase

Offline Online

Pattern Action Traffic Content Purchase Consumption Brochure Read Contact Sales Advertising About Me Considered Spontaneous Offline Portal Read Buy Advertising WOM Solve Problem Spontaneous Online eCommerce Buy Advertising WOM Repeat Solve Problem Spontaneous Offline Considered Read Contact Advertising WOM Sales Solve Problem Considered Offline Site as Service Read Buy WOM Repeat Solve Problem Considered Spontaneous Online

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

Pattern Awareness Consideration Action Brochure/Sales Support Home Page Navigation Contact Information Portal/Thought Leadership Home Page Site Search Invitations/Social Consumer/ eCommerce Landing Pages (Product Pages) Site Search Navigation Transaction Considered Purchase Home Page House List Email Landing Pages Site as a Service Invitations/Social Demo/Trial Transaction

“… we (and your money) have Missed your visits to Mint.com.”

Blog Article Whitepaper Report Seminar Podcast Workshop Video Webinar Free Consultation News User-generated Demo Email Notifications Product Descriptions Sweepstakes Weekly Specials Discounts Questionnaire Pictures Stories

Home Page Landing Pages (Product Pages) Invitations Navigation Site Search House List Email Demo/Trial Landing Pages (Product Pages) Transaction

What questions to ask Your unique Web pattern The three strategies you should to focus on How your to generate content for your strategies

On the Web Conversion Sciences www.conversci.com Brian’s Blog: www.CustomerChaos.com On Facebook Fan Page: Web Strategies for Businesses http://www.facebook.com/pages/Austin-Texas/Web-Strategies-for-Businesses/ By Email [email_address] Twitter www.twitter.com/bmassey By Phone Brian: 512.961.6604 By Skype bmassey

Austin-based http://www.email-marketing-reports.com/services/ For a complete list:

Who you are Am I in the right place to solve my problem? Navigation/Search/Login I didn’t find anything of interest in the body of the page. Give me some other options You are in the right place. Here’s what you can do on this site to help solve your problem. Advertisements for other content on my site.

Company Info Show the product Why You really should take action. This is exactly and specifically what you were looking for when you clicked through to this page. How do I take action to get what I want? Testimonial, supporting information. I look here when I don’t see what I want in the body. Get It