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Killing Brad Pitt: Define and Understand Your Visitors

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Any great search marketing effort begins with some idea of who you will be attracting to your site. …

Any great search marketing effort begins with some idea of who you will be attracting to your site.

Duh.

At PubCon 2009 in Las Vegas, Brian Massey took a group of search marketers through the process of dismantling the false images of who they are marketing to, and helping them focus on the visitors that will generate success for them and their businesses.

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  • Why demographic segments fail us.
  • Consumer/eCommerceVisitor Action: PurchaseSource of Visitors: Advertising, RepeatContent: Solving Specific ProblemPurchase Cycle: Spontaneous/ShortProduct: Independent of Web Site
  • Example
  • Transcript

    • 1. Conversion Strategies That Turn Searchers into Buyers
      Presented by:
      Brian Massey
      Conversion Sciences
      www.conversionscientist.com/pubcon
    • 2. There are Two Keys to Search Conversion
    • 3. Quality Traffic
      http://www.sxc.hu/profile/rolve
    • 4. Relevant Keywords
      Good Organics
      Relevant Ads
      Quality Traffic
      http://www.sxc.hu/profile/arki
    • 5. Relevant Site Content
      http://www.sxc.hu/profile/bizior
    • 6. Useful
      Clear
      Usable
      Relevant Content
      http://www.sxc.hu/profile/bizior
    • 7. Who determines what is Useful
      Clear
      Usable
      Relevant?
      Your Searchers
      http://www.sxc.hu/profile/asifthebes
    • 8. Duh
    • 9. To increase conversion, we’ll explore:
    • 10. To increase conversion, we’ll explore:
      Who you’re currently selling to (you might be surprised)
    • 11. To increase conversion, we’ll explore:
      How to organize what you know about your searchers
    • 12. To increase conversion, we’ll explore:
      How to know exactly what to put on your Web site
    • 13. To increase conversion, we’ll explore:
      How to help searchers find it.
    • 14. Your Searcher PersonaYes, you have one
    • 15. The ideal young male…
      Your Default Persona: The Perfect Customer
    • 16. …oh, and some are female…
      Your Default Persona
    • 17. He may live in the north…
    • 18. …or in the South…
    • 19. She is well off…
    • 20. …in some cases.
    • 21. He makes spending
      decisions quickly...
    • 22. …but she needs a great deal
      of information to make a
      decision.
    • 23. He makes decisions
      on his own…
    • 24. …but follows trends
      set by others.
    • 25. How do you market coherently to this kind of searcher?
    • 26. With Mixed Messages and Irrelevant Content
      Sponsored Links
      Parka-lounger
      Sun or snow, it doesn’t matter
      You can enjoy the outdoors
      www.buyschtuff.com
      Cross-dressers
      Men, let your feminine side shine
      Women, get your man on
      www.buyschtuff.com
      26-Step Quick Purchase
      Download our 12-page report
      and order your products faster!
      www.buyschtuff.com
    • 27. Break Brad into his individual piecesand market to them
    • 28. How do you organize what you know about your customers so that you can take action?
      Sales Data
      Segmentation
      Studies
      Analytics
      Focus Group
      Notes
      Industry Research
      Product Specs
    • 29. Touchpoint PersonasForm a Bridge between Data and Action
    • 30. Touchpoint:“A point of contact between a firm and its customers.”
      Dave Evans, Social Media Marketing: An Hour a Day
    • 31. Touchpoint:Your Web Site
      Dave Evans, Social Media Marketing: An Hour a Day
    • 32. Persona:“A representative of the typesof customers that make your business successful.”
      http://www.sxc.hu/profile/homyox
    • 33. Touchpoint Persona:“A representative of the types of Searchers that make your business successful.”
    • 34. Touchpoint Personas
      Easy to Create
      Focused on Web Conversion
      Get Everyone on the Same Page
      Tell you exactly what to do
    • 35. Your Web site has 3 or 4 visitors coming from thousands of different places.
      Who are they? Why are they visiting? What information do they need to take action?
      How do they like to receive information?
    • 36. The Components of a Touchpoint Persona
      Demographics
      Customer
      Commentary
      Decision-making
      Mode
      Strategy
      Conversion
      Points
      Funnel
      Points
      Points of
      Resolution
      Conversion
      Beacons
    • 37. Where does someone making $175,000 per year live?
      Mascot
      Demographics
      Designer
      Copywriter
    • 38. Demographics tell you where to find your prospects and which media to deliver content through
    • 39. Generational
      Boomer/Silent
      Generation X
      Millennial
      Broadcast
      Email
      Social Media
    • 40. Customer CommentaryIn the searcher’s words, why did they come looking for this solution today?
    • 41. “I need a plumber…”
      Customer Commentary
      http://www.sxc.hu/profile/pepo
      http://www.sxc.hu/profile/hamletnc
    • 42. “I NEED A PLUMBER!”
      Customer Commentary
    • 43. Customer Commentaries will expose unexpected keyword strategies
    • 44. Decision-making Mode
      Competitive
      Logical
      Methodical
      Spontaneous
      Emotional
      Humanist
      Quick Decisions
      Slow Decisions
      Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?
    • 45. Decision-making Mode
      Logical
      Methodical
      Competitive
      Humanist
      Spontaneous
      Emotional
      Quick Decisions
      Slow Decisions
      Photos Wikipedia
    • 46. Decision-making Mode
      Logical
      Methodical
      Competitive
      Humanist
      Spontaneous
      Emotional
      Quick Decisions
      Slow Decisions
      Photos Wikipedia
    • 47.
    • 48. PR
      Search
      Affiliates
      Social
      Networks
      SEM
      Direct Telephone
      TV
      Contests
      Sales
      Apps &
      Widgets
      Blogs
      Ads
      Email
      HomePage
      LandingPage
      ProductPage
      Blog
      Category
      Page
      ?
      Funnel PointsWhere are they coming from?Where do they land?
      http://www.sxc.hu/profile/mmayerle
    • 49. Thanks to the search engines,any page can be a landing page.
    • 50. Points of Resolution What pieces of information does the searcher need to feel comfortable taking action?
    • 51. Points of Resolution
      Process
      Appeal to
      Others
      Case Studies
      Newness
      Specifications
      Logical
      Brand
      Samples
      Competing
      Solutions
      Rating
      Guarantee
      Standards
      Endorsements
      Methodical
      Competitive
      Humanist
      Spontaneous
      Color
      Credibility
      Testimonials
      Delivery
      Ease-of-use
      Company
      Reviews
      Emotional
      Discounts
      Size
      Trustworthiness
      Price
      Return Policy
      Feeling of Ownership
      Quick Decisions
      Slow Decisions
    • 52. Points of Resolution tell you exactly what to put on your site.
      Articles, white papers, copy points, pages, presentations,
      bios, news, reviews, ratings, pricing, delivery…
    • 53. Points of Resolution will expose unexpected offers for your Ads
    • 54. How will this searcher to take action?
      Conversion BeaconsThe first (or next) step in a conversion process
      http://www.sxc.hu/profile/michu633
    • 55. Add to Cart
      Checkout
      Subscribe
      Trial Signup
      Sample Request
      Contact Form
      Download
      Tell a Friend
      Read an article
      View the Video
      Conversion Beacons
      http://www.sxc.hu/profile/michu633
    • 56. How do you know when this person has achieved
      their goal?
      Conversion PointsThe ways you measure the completion of an action
      http://www.sxc.hu/profile/eranbecker
    • 57. Confirmation Page
      Opt-in Confirm
      Download
      Call logged
      Coupon Used
      Discount Code
      Login
      Conversion PointsThe ways you measure the completion of a conversion
      http://www.sxc.hu/profile/eranbecker
    • 58. StrategyConversion is a set of strategies, not landing pages
      Strategy
    • 59. eCommerce
      Product Pages
      Navigation
      Shopping Cart
    • 60. Considered Purchase
      Home Page
      House List Email
      Landing Pages
    • 61. How Many Personas Are we talking about?
      Two to Four will Do
    • 62. Example: Conference Center
      Penny is the Director of Conferences for Mietex, a $400 million company located in Houston, Texas.
      She will directly influence $300,000 to $400,000 in convention center revenue over time.
      METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action.
      Penny Planner
      Female
      Age: 41
    • 63.
    • 64. Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/pubcon
    • 65. From Persona to Scenario
    • 66. Competing
      Solutions
      Specifications
      Case Study
      Process
      Testimonial
      Latest
      Appeal to
      Others
      Sample
      Price
      Popularity
      Brand
      Discounts
      Rating
      Ease-of-use
      Color
      Endorsements
      Size
      Delivery
      Reviews
      Standards
      How do I order?
      Point of
      Resolution
    • 67. Conversion
      Beacon
    • 74. Conversion
      Point
    • 82. Conversion
      Point
      Conversion
      Beacon
      Point of
      Resolution
    • 83. Conversion
      Point
      Conversion
      Beacon
      Conversion
      Point
      Point of
      Resolution
      Point of
      Resolution
      Placing Conversion Beacons with a Point of Resolution
    • 84. Conversion
      Point
      Conversion
      Beacon
      Conversion
      Point
      Point of
      Resolution
      Point of
      Resolution
      Placing Conversion Beacons with a Conversion Point
    • 85. Conversion
      Beacon
      Building a Scenario through Points of Resolution
    • 86. Conversion Scenarios
      Ad
      Landing Page
      Order Process
      ConfirmationPage
      Fulfillment
      NotificationEmail
      ConfirmationEmail
    • 87. Conversion Scenarios
      Ad
      Landing Page
      Order Process
      ConfirmationPage
      Fulfillment
      ConfirmationEmail
      Notification
      Email
    • 88. Conversion Scenarios
      Ad
      Landing Page
      Order Process
      ConfirmationPage
      Fulfillment
      ConfirmationEmail
      Notification
      Email
    • 89. Typical Confirmation Email
    • 90. What’s the next Point of Resolution?
    • 91. Landing Pages are Powerful
      Ad
      Multiple points of resolution in copy.
      Begin the order process.
      Landing Page
      ConfirmationPage
    • 92. Points of Resolution on a Product Page
      Product Image
      Price, Shipping, In Stock, How to Buy
      Specifications
      Accessories
      Endorsements
      Rating
      Reviews
      How-to Video
    • 93. Resources
      Articles
      Links
      Whitepapers
      Case Study
      Special Report
      Learn the Ten Rules
      that will make you
      Succeed.
      Rules for Success
      Search
      Free 12 page report
      Read it now
      Navigation as Conversion Beacons
    • 94. What do we know?
    • 95. What do we know?
      Quality Traffic + Relevant Content
      =
      Conversion
    • 96. What do we know?
      The searcher we imagine
      we are converting is
      twisted at worst and
      inaccurate at best.
    • 97. What do we know?
      Touchpoint Personas
      tell us exactly what
      content will convert
      our most important
      searchers
    • 98. What do we know?
      Touchpoint Personas
      help us uncover better
      keywords and create
      more enticing ads.
    • 99. What do we know?
      Touchpoint Personas
      let us easily create
      Web scenariosthat lead
      searchers to the
      information they need
      to convert and buy.
    • 100. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
      by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
      Always Be Testing: The Complete Guide to Google Website Optimizer
      by Bryan Eisenberg , John Quarto-vonTivadar 
    • 101. TheConversionScientistBlog
      www.conversionscientist.com
      Email: brian@conversionscientist.com
      Twitter: @bmassey
      LinkedIn: brian.massey.name/LinkedIn
      Facebook: brian.massey.name/Facebook
      Phone:
      512.961.6604
      Presentation Resources
      http://www.conversionscientist.com/pubcon