1. Conversion Marketing:
Website improvements to move more
customers to purchase
by Maggie Barr
Power Start Media
4-24-13

2. Agenda
• Customer Conversion Process
• Reverse-Funnel Conversion Strategy
• Customer Segmentation
• Three Phase Groups
– Purchase-Ready Customers
– Research Customers
– Awareness Customers
• Testing Strategy
• Conclusion
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3. Customer Conversion Process
All website visitors can
be grouped into these
categories:
• Just looking, buying later
• Researching choices
• About to buy, got questions
• There to purchase NOW
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4. Reverse-Funnel
Conversion Strategy
Product or Service Details
CTA: See examples, contact us
Pain Statements to relate to
CTA: download paper or email sign-up
Summary of What You Do Best
CTA: see service/product details
$
Limited
Time Offers
Pricing &
Packages
CTA: contact us
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• For each group, have a goal and CTA
• Include messaging for all groups on
home page
– Primary targets’ messaging comes
first
• Be ready for low-hanging fruit!
– Ready-to-buy customers
should have easy, obvious next
steps to complete their
purchase decision process

5. Customers Segmentation
You have many different groups of customers to address with
your home page: 16!
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JustLooking
Researching
FinalQuestions
Purchasing
Now
Group A
Group B
Group C
Group D

6. Customers Segmentation
• To maximize your conversion rate, make sure
you have a easy-to-find path for each
customers group
– Need ‘who we are’ and ‘why we’re better’ for
each Group
– Need CTA for each phase of the decision process
for each group
– All while maintaining a clean look on your website
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7. Purchase-Ready Customers
• Every page needs a ‘Buy Now’ button or link
• Every page needs a phone number and email
• Pricing should be obvious
– If not on the home page, make sure visitors can search
for “Pricing” and find it, or have pricing listed on your
‘Services’ or ‘Products’ page
– Mention any bulk discounts if you have any
– Limited time offers really work! Change monthly
• Consider a “Spring Special” or “Fall Special” etc.
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8. Research Customers
• These customers are looking for something
specific that differentiates you
– What do you compete on?
– Is it Price? Years in business? Company size? Visual
appeal?
– This requires competitive research if you don’t
already know what you competitors are offering
• What are the alternatives customers are considering?
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9. Research Customers
• Study at least 5 alternate service/product providers
using at least 5 decision criteria
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Criteria#1
Criteria#2
Criteria#3
Criteria#4
Criteria#5
You
Competitor #1
Competitor #2
Competitor #3
Competitor #4
Competitor #5

10. Research Customers
• Testimonials & Customers Quotes are critical!
– We all need “proof” to make a decision, even if it’s
subconscious
– Even stock photos of ‘customers’ help visitors relate to
you better than a site with no people images
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11. 4/23/2013 Power Start Media 11

12. Research Customers
• Establish your credibility
– Blogs are great here – they
will read a few
– Staff photos build trust
– Include your company
president or founder’s
contact info, or managers
….. Someone
• Pages with no people
mentioned aren’t trusted
• The more staff photos you
have the better!
• NOT info@business.com
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13. Salon #1
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14. Salon #2
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15. Research Customers
• Demonstrate that you care about customer satisfaction
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16. Awareness Customers
• What ‘Pain’ do you resolve? Talk about it!
– You want them to say, “I have that pain!” and read on
• Why we’re better info should repeat EVERYWHERE
– Home page top and bottom
– About us & Contact Us
– Top and bottom of ‘Services’ or ‘Products’ page
• Site flow optimization
– Use Google Analytics or ClickTale.com to see which pages on
your site are most visited
• Where to visitors who stay the longest go after the home page
• Make sure you have “why we’re better” information there
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17. Awareness Customers
• Educate awareness customers about your product
or service category
– Whitepapers, articles, or just text blogs that explain
“What is ______?”
• Get email names before you allow a download!
• Use email for newsletters, or product offers
• ConstantContact.com is good for sending emails
– Don’t assume they know anything – basic info needs to
be there
• Don’t bring up objections they won’t think of!
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18. SEO.com
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19. Awareness Customers
• More competitive analysis on best practices
– Find other websites that offer something similar and
look for the ones you think convert better
• Do they have more text on the home page than you? Or less?
• Do you they have more detail pages that you do?
• Is there color scheme more pleasant? Or relaxing? Or exciting?
– Sometimes just seeing a site you like can give you
inspiration you can’t find elsewhere
– Ask your friends and customers what other companies
they’ve considered – check out those websites
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20. Awareness Customers
• Find ways to continue the relationship through
social media, content, email
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21. Testing Strategy
• A/B testing lets you discover which messaging or
order of information wins more customer
responses
• Try version A for one week and measure how
many calls or orders you get. Then try version B.
– Test whether a guarantee works
– Test pricing
– Test special incentive offers
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22. Conclusion
• Every customer group needs a path to more
from Awareness to Ready-to-Buy
• Focus on Ready-to-Buy at the top of each
page….people who want to read more will
keep reading!
• Different pages for different customers is ideal
• Test everything!
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23. Your Presenter:
Maggie Barr
Power Start Media
Boulder Creek, CA
408-454-6488
Maggie.anne.barr@gmail.com
www.powerstartmedia.com
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“Your online publicity experts”