Killing Brad PittWhy Buyers Fail to Take Action on Your Web SiteInnotecheMarketing Summit Austin 2009Brian MasseyConversion Scienceswww.conversionscientist.com/innotech

There are Two Keys to Conversion

Quality Traffichttp://www.sxc.hu/profile/rolve

Relevant KeywordsGood OrganicsRelevant AdsQuality Traffichttp://www.sxc.hu/profile/arki

Relevant Site Contenthttp://www.sxc.hu/profile/bizior

FindableDigestibleFlexibleRelevant Contenthttp://www.sxc.hu/profile/bizior

Who determines what isFindableDigestibleFlexibleRelevant?Your Consumershttp://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 Visitors

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 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 dealof information to make adecision.

He makes decisionson his own…

…but follows trends set by others.

How do you market coherently to this kind of Visitor?

With Mixed Messages and Irrelevant ContentSponsored LinksParka-loungerSun or snow, it doesn’t matter You can enjoy the outdoorswww.buyschtuff.com

With Mixed Messages and Irrelevant ContentSponsored LinksParka-loungerSun or snow, it doesn’t matter You can enjoy the outdoorswww.buyschtuff.comCross-dressersMen, let your feminine side shineWomen, get your man onwww.buyschtuff.com

With Mixed Messages and Irrelevant ContentSponsored LinksParka-loungerSun or snow, it doesn’t matter You can enjoy the outdoorswww.buyschtuff.comCross-dressersMen, let your feminine side shineWomen, get your man onwww.buyschtuff.com26-Step Quick PurchaseDownload our 12-page reportand 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 DataSegmentationStudiesAnalyticsFocus GroupNotesIndustry ResearchProduct 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 SiteDave 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.

Influencershttp://www.sxc.hu/profile/ispap

Gatekeepershttp://www.sxc.hu/profile/craiova

Approvershttp://www.sxc.hu/profile/forwardcom

Touchpoint PersonasEasy to CreateFocused on Web ConversionGet Everyone on the Same PageTell 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 PersonaDemographicsCustomerCommentaryDecision-makingModeStrategyConversionPointsFunnelPointsPoints of ResolutionConversionBeacons

Where does someone making $175,000 per year live?MascotDemographicsCopywriterMarketing Directorhttp://www.sxc.hu/profile/fevdmhttp://www.sxc.hu/profile/fevdm

Demographics tell you where to find your prospects and which media to deliver content through

GenerationalBoomer/SilentGeneration XMillennialBroadcastEmailSocial Media

Customer CommentaryIn the Visitor’s words, why did they come looking for this solution today?

“I need a plumber…”Customer Commentaryhttp://www.sxc.hu/profile/pepohttp://www.sxc.hu/profile/hamletnc

“I NEED A PLUMBER!”Customer Commentary

Customer Commentaries will expose unexpected keyword strategies

Decision-making ModeCompetitiveLogicalMethodicalSpontaneousEmotionalHumanistQuick DecisionsSlow DecisionsBrian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?

Decision-making ModeSJSensing/JudgingNTIntuiting/ThinkingLogicalMethodicalCompetitiveHumanistSpontaneousNFIntuiting/FeelingSPSensing/PerceivingEmotionalQuick DecisionsSlow DecisionsPhotos courtesy WikipediaAudio: Dr. Nick Grant, The Wizard Academy

Decision-making ModeLogicalMethodicalCompetitiveHumanistSpontaneousEmotionalQuick DecisionsSlow DecisionsPhotos courtesy WikipediaPhotos Wikipedia

PRSearchAffiliatesSocialNetworksSEMDirect TelephoneTVContestsSalesApps &WidgetsBlogsAdsEmailHomePageLandingPageProductPageBlogCategoryPage?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 ResolutionProcessAppeal toOthersCase StudiesNewnessSpecificationsLogicalBrandSamplesCompetingSolutionsRatingGuaranteeStandardsEndorsementsMethodicalCompetitiveHumanistSpontaneousColorCredibilityTestimonialsDeliveryEase-of-useCompanyReviewsEmotionalDiscountsSizeTrustworthinessPriceReturn PolicyFeeling of OwnershipQuick DecisionsSlow 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 processhttp://www.sxc.hu/profile/michu633

Add to CartCheckoutSubscribeTrial SignupSample RequestContact FormDownloadTell a FriendRead an articleView the VideoConversion Beaconshttp://www.sxc.hu/profile/michu633

How do you know when this person has achievedtheir goal?Conversion PointsThe ways you measure the completion of an actionhttp://www.sxc.hu/profile/eranbecker

Confirmation PageOpt-in ConfirmDownloadCall loggedCoupon UsedDiscount CodeLoginConversion PointsThe ways you measure the completion of a conversionhttp://www.sxc.hu/profile/eranbecker

StrategyConversion is a set of strategies, not landing pagesStrategy

eCommerceProduct PagesNavigationShopping Cart

Considered PurchaseHome PageHouse List EmailLanding Pages

How Many Personas Are we talking about?Two to Four will Do

Example: Conference CenterPenny 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 PlannerFemaleAge: 41

Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/innotech

From Persona to Scenario

CompetingSolutionsSpecificationsCase StudyProcessTestimonialLatestAppeal toOthersSamplePricePopularityBrandDiscountsRatingEase-of-useColorEndorsementsSizeDeliveryReviewsStandardsHow do I order?Point of Resolution

AdLinkNavigation ItemButtonLanding PageShopping CartEmailConversionBeacon

Ad

Link

Navigation Item

Button

Landing Page

Shopping Cart

Email

Confirmation PageOpt-in ConfirmDownloadTime on pageCall loggedCoupon UsedDiscount CodeLoginConversionPoint

Confirmation Page

Opt-in Confirm

Download

Time on page

Call logged

Coupon Used

Discount Code

Login

ConversionPointConversionBeaconPoint of Resolution

ConversionPointConversionBeaconConversionPointPoint of ResolutionPoint of ResolutionPlacing Conversion Beacons with a Point of Resolution

ConversionPointConversionBeaconConversionPointPoint of ResolutionPoint of ResolutionPlacing Conversion Beacons with a Conversion Point

ConversionBeaconBuilding a Scenario through Points of Resolution

Conversion ScenariosAdLanding PageOrder ProcessConfirmationPageFulfillmentNotificationEmailConfirmationEmail

Conversion ScenariosAdLanding PageOrder ProcessConfirmationPageFulfillmentConfirmationEmailNotificationEmail

Conversion ScenariosAdLanding PageOrder ProcessConfirmationPageFulfillmentConfirmationEmailNotificationEmail

Typical Confirmation Email

What’s the next Point of Resolution?

Landing Pages are PowerfulAdMultiple points of resolution in copy.Begin the order process.Landing PageConfirmationPage

Points of Resolution on a Product PageProduct ImagePrice, Shipping, In Stock, How to BuySpecificationsAccessoriesEndorsementsRatingReviewsHow-to Video

ResourcesArticlesLinksWhitepapersCase StudySpecial ReportLearn the Ten Rulesthat will make you Succeed.Rules for SuccessSearchFree 12 page reportRead it nowNavigation as Conversion Beacons

What do we know?

What do we know?Quality Traffic + Relevant Content=Conversion

What do we know?The Visitor we imaginewe are converting is twisted at worst andinaccurate at best.

What do we know?Touchpoint Personastell us exactly what content will convert our most important Visitors

What do we know?Touchpoint Personashelp us uncover betterkeywords and createmore enticing ads.

What do we know?Touchpoint Personaslet us easily create Web scenariosthat lead Visitors to the information they needto convert and buy.

Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketingby Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. DavisAlways Be Testing: The Complete Guide to Google Website Optimizerby Bryan Eisenberg , John Quarto-vonTivadar

TheConversionScientistBlogwww.conversionscientist.comEmail: brian@conversionscientist.comTwitter: @bmasseyLinkedIn: brian.massey.name/LinkedInFacebook: brian.massey.name/FacebookPhone:512.961.6604Presentation Resourceshttp://www.conversionscientist.com/innotech