Value Ladder Conversion : SearchMeet Stockholm 28th November 2009

Conversion By Jesper Åström jesperastrom.com

According to google.se

The Standard talk on Conversion?

Either... SEO Traffic comes Here <H1> Affiliate banner goes Here <H1> Affiliate AdSense links banner Content goes Here Internal go here links goes Here go Here AdSense Here Content goes Here

99 cents proﬁts!!

x 1 million Spam Pages = 990 000 dollars

Standard presentation on Conversion: Which page converts the best?

Conclusion: No one knows!

Solution: Test and Analyze! • A/B split testing • Multi variable testing • Customer research • Cookie tracking

Nothing wrong with that.... it’s one frame of mind!

Both Aim at optimizing the website!

So, Let’s do something else!!

Let’s Optimize with regards to the Individual User!

Value Ladder Returning Customer Investment in Time Lead or Money Prospect Suspect Customer Value

What’s with the Value Ladder? • We all get trafﬁc to our websites • The trafﬁc enters in some stage of the Value Ladder • To climb a step in the Value Ladder you need some form of conversion

Suspects Returning * Type ins * Direct trafﬁc Customer Investment in * Non referring websites Time Lead or Money Prospect Suspect We know nothing about them! Customer Value

How do you convert a Suspect into a Prospect? • Simply make them click some link that informs you about their intention on your website!

Prospect * SEO * Paid Media Returning * Twitter Links Customer Investment in Time Lead or Money Prospect Suspect You know they are interested in doing something you want them to do! Customer Value

How Convert a Prospect into a Lead? • You need to offer them something valuable enough for them to leave some id • Depending upon how they reached the page, you should be able to give them a relevant value

E-mail subscription Example • SEO Trafﬁc looking to Buy: Offer them to join your Discount Weekly Newsletter • Social Media trafﬁc looking for info: Offer them to join your Weekly Updates on related articles

Lead * Social Media * Bought CRM Returning Customer Investment in Time Lead or Money Prospect You know who they are and what they are interested Suspect about, as well as how you can contact them. Customer Value

What Converts a Lead to a Customer? • Either it is that you give them the best offer • Or you establish a relationship

Customer * Offer * Relationship Returning Customer Investment in Time Lead You know what they want or Money to buy, or what they need and so your relationship Prospect decides the price. Suspect Customer Value

What Converts a Customer to a Returning Customer? • Relationship • Product satisfaction

Returning * Satisfaction * Relationship Returning Customer Investment in You know a lot Time Lead about them and or Money can sell them what they Prospect desire! Suspect Customer Value

Value Ladder Returning Customer Investment in Time Lead or Money Prospect Suspect Customer Value

So Why do we have to know this?

Relationships Makes Conversion costs lower! • Short term strategists have nothing to earn from this! • If you are working on a brand you have everything to earn from knowing this!

Cost Reduction!! Cost Per Returning Sale Customer Value Customer Lead One Time Costs Prospect Suspect

And there is One Rule to Follow to Make this come True:

Never Break a Promise!

Thank you! jesperastrom.com

Value Ladder Conversion : SearchMeet Stockholm 28th November 2009

by Jesper Åström on Nov 28, 2009

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