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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

Killing Brad Pitt: Define and Understand Your Visitors Killing Brad Pitt: Define and Understand Your Visitors Presentation Transcript

  • Conversion Strategies That Turn Searchers into Buyers
    Presented by:
    Brian Massey
    Conversion Sciences
    www.conversionscientist.com/pubcon
  • There are Two Keys to Search Conversion
  • Quality Traffic
    http://www.sxc.hu/profile/rolve
  • Relevant Keywords
    Good Organics
    Relevant Ads
    Quality Traffic
    http://www.sxc.hu/profile/arki
  • Relevant Site Content
    http://www.sxc.hu/profile/bizior
  • Useful
    Clear
    Usable
    Relevant Content
    http://www.sxc.hu/profile/bizior
  • Who determines what is Useful
    Clear
    Usable
    Relevant?
    Your Searchers
    http://www.sxc.hu/profile/asifthebes
  • Duh
  • To increase conversion, we’ll explore:
  • To increase conversion, we’ll explore:
    Who you’re currently selling to (you might be surprised)
  • To increase conversion, we’ll explore:
    How to organize what you know about your searchers
  • To increase conversion, we’ll explore:
    How to know exactly what to put on your Web site
  • To increase conversion, we’ll explore:
    How to help searchers find it.
  • Your Searcher PersonaYes, you have one
  • The ideal young male…
    Your Default Persona: The Perfect Customer
  • …oh, and some are female…
    Your Default Persona
  • He may live in the north…
  • …or in the South…
  • She is well off…
  • …in some cases.
  • He makes spending
    decisions quickly...
  • …but she needs a great deal
    of information to make a
    decision.
  • He makes decisions
    on his own…
  • …but follows trends
    set by others.
  • How do you market coherently to this kind of searcher?
  • 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
  • Break Brad into his individual piecesand market to them
  • 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
  • Touchpoint PersonasForm a Bridge between Data and Action
  • Touchpoint:“A point of contact between a firm and its customers.”
    Dave Evans, Social Media Marketing: An Hour a Day
  • Touchpoint:Your Web Site
    Dave Evans, Social Media Marketing: An Hour a Day
  • Persona:“A representative of the typesof customers that make your business successful.”
    http://www.sxc.hu/profile/homyox
  • Touchpoint Persona:“A representative of the types of Searchers that make your business successful.”
  • Touchpoint Personas
    Easy to Create
    Focused on Web Conversion
    Get Everyone on the Same Page
    Tell you exactly what to do
  • 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?
  • The Components of a Touchpoint Persona
    Demographics
    Customer
    Commentary
    Decision-making
    Mode
    Strategy
    Conversion
    Points
    Funnel
    Points
    Points of
    Resolution
    Conversion
    Beacons
  • Where does someone making $175,000 per year live?
    Mascot
    Demographics
    Designer
    Copywriter
  • Demographics tell you where to find your prospects and which media to deliver content through
  • Generational
    Boomer/Silent
    Generation X
    Millennial
    Broadcast
    Email
    Social Media
  • Customer CommentaryIn the searcher’s words, why did they come looking for this solution today?
  • “I need a plumber…”
    Customer Commentary
    http://www.sxc.hu/profile/pepo
    http://www.sxc.hu/profile/hamletnc
  • “I NEED A PLUMBER!”
    Customer Commentary
  • Customer Commentaries will expose unexpected keyword strategies
  • Decision-making Mode
    Competitive
    Logical
    Methodical
    Spontaneous
    Emotional
    Humanist
    Quick Decisions
    Slow Decisions
    Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?
  • Decision-making Mode
    Logical
    Methodical
    Competitive
    Humanist
    Spontaneous
    Emotional
    Quick Decisions
    Slow Decisions
    Photos Wikipedia
  • Decision-making Mode
    Logical
    Methodical
    Competitive
    Humanist
    Spontaneous
    Emotional
    Quick Decisions
    Slow Decisions
    Photos Wikipedia
  • 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
  • Thanks to the search engines,any page can be a landing page.
  • Points of Resolution What pieces of information does the searcher need to feel comfortable taking action?
  • 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
  • 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…
  • Points of Resolution will expose unexpected offers for your Ads
  • How will this searcher to take action?
    Conversion BeaconsThe first (or next) step in a conversion process
    http://www.sxc.hu/profile/michu633
  • 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
  • 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
  • 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
  • StrategyConversion is a set of strategies, not landing pages
    Strategy
  • eCommerce
    Product Pages
    Navigation
    Shopping Cart
  • Considered Purchase
    Home Page
    House List Email
    Landing Pages
  • How Many Personas Are we talking about?
    Two to Four will Do
  • 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
  • Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/pubcon
  • From Persona to Scenario
  • 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
    • Ad
    • Link
    • Navigation Item
    • Button
    • Landing Page
    • Shopping Cart
    • Email
    Conversion
    Beacon
    • Confirmation Page
    • Opt-in Confirm
    • Download
    • Time on page
    • Call logged
    • Coupon Used
    • Discount Code
    • Login
    Conversion
    Point
  • Conversion
    Point
    Conversion
    Beacon
    Point of
    Resolution
  • Conversion
    Point
    Conversion
    Beacon
    Conversion
    Point
    Point of
    Resolution
    Point of
    Resolution
    Placing Conversion Beacons with a Point of Resolution
  • Conversion
    Point
    Conversion
    Beacon
    Conversion
    Point
    Point of
    Resolution
    Point of
    Resolution
    Placing Conversion Beacons with a Conversion Point
  • Conversion
    Beacon
    Building a Scenario through Points of Resolution
  • Conversion Scenarios
    Ad
    Landing Page
    Order Process
    ConfirmationPage
    Fulfillment
    NotificationEmail
    ConfirmationEmail
  • Conversion Scenarios
    Ad
    Landing Page
    Order Process
    ConfirmationPage
    Fulfillment
    ConfirmationEmail
    Notification
    Email
  • Conversion Scenarios
    Ad
    Landing Page
    Order Process
    ConfirmationPage
    Fulfillment
    ConfirmationEmail
    Notification
    Email
  • Typical Confirmation Email
  • What’s the next Point of Resolution?
  • Landing Pages are Powerful
    Ad
    Multiple points of resolution in copy.
    Begin the order process.
    Landing Page
    ConfirmationPage
  • Points of Resolution on a Product Page
    Product Image
    Price, Shipping, In Stock, How to Buy
    Specifications
    Accessories
    Endorsements
    Rating
    Reviews
    How-to Video
  • 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
  • What do we know?
  • What do we know?
    Quality Traffic + Relevant Content
    =
    Conversion
  • What do we know?
    The searcher we imagine
    we are converting is
    twisted at worst and
    inaccurate at best.
  • What do we know?
    Touchpoint Personas
    tell us exactly what
    content will convert
    our most important
    searchers
  • What do we know?
    Touchpoint Personas
    help us uncover better
    keywords and create
    more enticing ads.
  • What do we know?
    Touchpoint Personas
    let us easily create
    Web scenariosthat lead
    searchers to the
    information they need
    to convert and buy.
  • 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 
  • 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