Killing Brad Pitt: Why Buyers Fail to Take Action on Your Web Site

Killing Brad PittWhy Buyers Fail to Take Action on Your Web Site
InnotecheMarketing Summit Austin 2009
Brian Massey
Conversion Sciences
www.conversionscientist.com/innotech

There are Two Keys to 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

Findable
Digestible
Flexible
Relevant Content
http://www.sxc.hu/profile/bizior

Who determines what is
Findable
Digestible
Flexible
Relevant?
Your Consumers
http://www.sxc.hu/profile/asifthebes

To increase conversion, we’ll explore:

Who you’re currently selling to (you might be surprised)

How to organize what you know about your Visitors

How to know exactly what to put on your Web site

How to help Visitors find it.

Your Visitor 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 Visitor?

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

Sponsored Links
Parka-lounger
www.buyschtuff.com
Cross-dressers
Men, let your feminine side shine
Women, get your man on
www.buyschtuff.com

Sponsored Links
Parka-lounger
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 Visitors that make your business successful.”

For any given Touchpoint, you have a completely different set of customers than does the product you are marketing.

Influencers
http://www.sxc.hu/profile/ispap

Gatekeepers
http://www.sxc.hu/profile/craiova

Approvers
http://www.sxc.hu/profile/forwardcom

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
Copywriter
Marketing Director
http://www.sxc.hu/profile/fevdm
http://www.sxc.hu/profile/fevdm

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 Visitor’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?

SJ
Sensing/Judging
NT
Intuiting/Thinking
Logical
Methodical
Competitive
Humanist
Spontaneous
NF
Intuiting/Feeling
SP
Sensing/Perceiving
Emotional
Quick Decisions
Slow Decisions
Photos courtesy WikipediaAudio: Dr. Nick Grant, The Wizard Academy

Logical
Methodical
Competitive
Humanist
Spontaneous
Emotional
Quick Decisions
Slow Decisions
Photos courtesy Wikipedia
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 Visitor 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 Visitor 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/innotech

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

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 Visitor 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
Visitors

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
Visitors 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/innotech

Killing Brad Pitt: Why Buyers Fail to Take Action on Your Web Site

by Brian Massey on Nov 03, 2009

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