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5 Principles for High Converting Online Marketing

5 Principles for High Converting Online Marketing






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  • All good marketing has in common
  • If not, can you reorganize the sales presentation to focus on a problem people feel is desperate, urgent, or vital to their life?
  • I’m a…. And I’m looking for exactly the right/the perfect/fastest/most efficient/the best/uniquely tailoredI need a … that… but I’m concerned that….I want toI’m concerned aboutI’m tired ofAnd I’m particularly interested in I'm simply overwhelmed/confused by the choices,EXACTLY FOR MEWhat are their concerns, what are they frustrated byAgitate the problem
  • This promise must be a benefit the customer wants and it needs to be unique from what the competitors offer.
  • GeneralSimple Clean EasyWhat specific feature/benefit combination can you highlightCure rather than preventionStrong brand implies trust and acts as a promise  What Will They GetYou will GetDiscountsavingsYou will learnIt coversBrandsWhat you won’t get with competitionalternativestraditional solutionsComprehensive programDo X and Y will happenClose the gap/overtake your competitorsYou will get access toAssessment toolsWhat you won’t get – No hospital stayHow will you educate the customer How Will it Make Their Lives BetterAllows you toYou will preserve yourYou will enjoyWe understand your needsYou will look better (designer) – self imageYou will eliminateimprovements toconfidence, selfesteem, mood, and performance"Make your life easierEase of UseNot your fault How will you Help them Make the Right ChoiceFind exactly the rightTailored for youSport specificDesigner specificHelps you chooseOne of its kind We will guide youDedicated personYour unique needsCustomized recommendationPersonalizedTo fit youHow will you work for your customer?Specialists in an area – this is all we do How soon will They See Results?Specific time period – relief in less than 1 weekTimeframesWhen can they get the results - immediately How long will it last – permanentlyQuick way to discoverin just two simple steps Will be Covered in OfferReduce RiskGuaranteed Results or your money backProtection from something - 100% safe No flame, lead, or soot
  • This includes testimonials, specialization, studies, background information, case studies, demonstrations, guarantees, specifics, reasons why, understanding their disbelief, admitting a fault
  • Will it be more painful to ignore your offer and go about their day than to exchange their money for it?Is it totally risk free to them? Is it an amazing bargain for the value at this price?What’s IncludedDiscount or PremiumPaymentDeliveryReturnsGuaranteeCustomer Service
  • Would it motivate a lazy person to jump out of bed in the middle of the night to take action before the deadline is over?

5 Principles for High Converting Online Marketing 5 Principles for High Converting Online Marketing Presentation Transcript

  • InnovateUs 5 Principles for High Converting Marketing Kevin McCaffrey
  • Conversion Rate Optimisation
  • Help Businesses Increase Website Profit
  • What is Conversion Your Web Page
  • 1000 Visitors
  • What Affects Conversion? • Usability – Website Design – Page Structure – Forms & Funnels • Persuasion – Visitor Motivation – Understanding Objections – 5 Principles Research Web Analytics User Tracking Surveys
  • Persuasion
  • Why People Visit But Don’t Buy They want to think about it til later They don’t have the problem you solve or it isn’t urgent You stand out from everyone else They don’t believe you Your offer isn’t worth the price to them Problem Promise Proof Irresistible Action Desperate Unique Immediate Overwhelming Offer
  • The 5 Principles • Desperate Problem • Unique Promise • Overwhelming Proof • Irresistible Offer • Immediate Action
  • Desperate Problem Does your product/service solve a DESPERATE problem?
  • A Dentist • I’ve got a toothache and it’s driving me crazy. • I can’t sleep I can’t eat, I really need this sorted out now.
  • An Airline • I’m buy 75 aeroplanes and I need to get the best deal possible. • I’ve got the board of directors, investors and shareholders breathing down my neck
  • For your business • I’m an X and I’m looking for exactly the right Y. • I’m concerned about A, B and C and I’m overwhelmed by the choices out there.
  • Unique Promise Do you make a UNIQUE promise when they land on your Website?
  • Unique Promise • What Will They Get? • How Will it Make Their Lives Better? • How will you Help them Make the Right Choice? • How soon will They See Results?
  • Overwhelming Proof Do you offer OVERWHELMING proof for every promise you make?
  • Irresistible Offer Are you giving an irresistible offer worth considerably more than the asking price?
  • Immediate Action Are you asking for an immediate action?
  • Conclusion • Desperate Problem • Unique Promise • Overwhelming Proof • Irresistible Offer • Immediate Action
  • Contact kevin@conversion-rate-services.com @ConversionRate_ Kevin McCaffrey Download the White Paper: How You Can Increase Conversion By 20% in 10 Weeks