Conversion Architecture - Toeristen of klanten?


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Conversion Architecture presentation from a workshop in Belgium titled: "Conversion Architecture - Toeristen of klanten?". Overview on setting goals, USP, customers profiling and more. Presentation and workshop by WSI E-Services and Daronet Europe

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  • “The first impression of a website is the most important impression. According to this study researchers discovered that within 1/20th of a second of viewing a website a visitor was able to get an impression of the site. They classified this impression as either positive, neutral, or negative. The websites that had a positive impression were more likely to get business from that visitor. “
  • “This average time someone spends on a home page is after the first 3 seconds and they have made the decision that the website has what they are looking for. In 25 seconds do you think you could read a couple paragraphs of text? Probably not, so on average most people are not reading your homepage text.”“If your important information is at the bottom of your homepage and you need to scroll to see it, then you are losing 37% or over 1/3 of the people who will not look at it.”
  • What is the goal/purpose of the site?Read the pointsOpen the workbook if they haven’t already and have them answer the questions on the first exercise. Give them some examples of purposes for a website to help them out while they are writing. Ie: to get new leads, to service existing clients, branding, to display products. When a customer comes to your website they are trying to find out if you have the information that they are looking for. Typically a customer will spend between 3-7 seconds on your website to determine if you are able to provide them with the information they want. It is important that the homepage of your website, which is the main entrance point for customers, be as clear as possible in regards to what you do.
  • Exercise 2 – The visitor’s sight path
  • Describe how they used heat sensors that followed the retina thus giving us this visual. They call the VISUAL F as you can see by the one in the middle.
  • Explain how these are numbered in order of priority and that we actually start reading in the top left “2” area but “1” has the greater effect on where people react. These areas can be changed by using color, especially number “5”.
  • A unique selling proposition is a reason why a customer would choose to do business with you over your competitor. When a customer visits your website, they are deciding whether or not to do business with you. It is therefore important to display your unique selling proposition so that it is visible upon entering your website.  You should have more then one unique selling proposition but try to limit the number that you display on the home page to the most important ones.  When choosing a unique selling proposition, you must consider these three factors. The unique selling proposition is true and you actually can deliver on what you promise. The unique selling proposition separates you from your competitors as they do not offer this feature, or do not do it as well as you do.  The unique selling proposition is valued by the customer as something they want or need.  Sample USP’s  Professional advice Customer service Range of products Free installation Lowest price  Best technology Warranty/Maintenance Durability Long lasting Safety features
  • You can change this based on your country and most well know brands.“Most of you may already know what a USP or unique selling proposition is, but we will briefly go over it because it’s so important in sales and therefore also a websites success. To sum up what a USP is, its what make you different from your competitors. Does anybody here know what McDonalds USP is?” and then go through themHelp them get to the answer, but if nobody knows then you can give it to them.“Proximus USP is fast cheap food. Now while all of the other are also fast and cheap they choose to differentiate themselves through their USP. Base chooses to be known as the healthy alternative to fast food. They have used the whole Jared campaign to achieve this image.”Mobistar is a local burger chain in Canada, you can switch this for a local one in your market.“Harvey’s allows you to choose the toppings.”“Licks on the other hand chooses to be seen as gourmet burgers. They are a little more money and a longer wait, but you get a better quality burger. Now all of these companies are competing in the fast food market; however they are all targeting different types of people through their USP’s.”
  • “there are three critical factors to a USP.” Just read the points. Also this is a great time to talk about what WSI’s Unique Selling Proposition and what separates us from others. Make it a “ For Example” type of conversation.“A USP is a reason why a customer would buy from you. Most sales people know that if they do not get the USP across to the customer, the customer probably won’t buy. If sales people know that it’s so important to getting a sale, then why would you not have your USP’s on your website. On a website the USP is even more important as it is harder to differentiate between competitors. Your USP will allow your customer to really understand why they should be doing business with you and not your competition.”
  • When a customer comes to your website they are looking for a specific piece of information or they have a specific problem. If you are able to address that specific problem for them, and then help them solve it, you will get the business. While each individual is unique, it is not possible to directly appeal exactly to that unique person, so we group customers into categories. Each category represents a profile of who a typical customer from that category is, and what they are looking for. Every business should have at least 2-3 categories, but should try to have no more then 12.
  • “Here are some of your prospects. You have Michel Typical Customer, Linda Just Looking, and Peter the Prospect. They are all potential customers but….”Go to next slide
  • Read points“it is important to understand this concept. Every single prospect is different and should be treated differently. Most websites are built from the perspective of the business owner or web developer. This means that even if it’s done right it will only sell to one type of person. Think of all the potential prospects that you are missing.”
  • “The main purpose of a home page is to identify (profile) and categorize your prospects and funnel them through the section of the website that has the information they are looking for.” “You start with a large pool of prospects who enter the home page. Then you allow them to qualify who they are and they choose which path they would like to go down.”
  • “Here is another diagram of the same process. You start with your prospects arriving at your website, and then in the orange section that we spoke about in exercise 2 should engage them and funnel them down the right path. We must now learn how to achieve the middle section with the square, triangle, and circle.”
  • “Here is a list of different ways that you can profile your customers.”Read the list and give examples if necessary.“You can profile your customers by more then one of these but you should avoid having too many profiles on your home page. This will only confuse the customer. You should have more then 3 but no more then 12 on the homepage. It is also possible to profile them and then profile them again on the next page to make the information more specific. An example of this would be what country are you from, then on the second page what service are you interested in. The best way to profile your customers is they problem they are having because most people will be able to identify with their problems. The key is to get the person to say that’s me.” Have them open the work book and answer the first part of exercise 4 who is their target market and then the first profile there most important customer. Once that is complete go around the room and have each person read who there most important customer is and how they can profile that person by attracting them on the homepage. Make sure that they understand the concept and help them if they don’t get it. Once this is complete you can have them finish the rest of the profiling. Point out that their most important customer may be the same person as the most business they get. If that’s the case they can skip that one and go to the next. This is just an exercise to get them to think about how they can profile their customers.
  • Read through the points, but emphasize “make them react”
  • Now that you have a better understanding of who is coming to your website and how to attract their attention, it is now possible to sell to that person or category of people who have the same problem. The best way to sell to that person is to show them that you understand their problem and then explain how you can help them fix their problem.  The subsequent pages on the website should be designed to take each profiler through their own path where they are provided with all of the information that they need to make a decision. Not all of the people in each character will need to look at the same information so it is important to organize it in a way that they can choose what information they want to look at.  When showing that you can solve their problem it is best to describe the benefits that they will receive before you talk about the features of your product or service. The customer cares more about the benefits that they will receive then anything else.  It is important to make your text easy to follow through scanning as some people will not read paragraphs, instead they will scan to find the information that they are looking for.  Sample: If your basement is leaking then we have the perfect solution for youto not only dry your basement out before it ruins your t.v and furniture, but to also ensure that your basement never leaks again protecting your valuable assets. To do this we use our patented super sump pump and wall system.  The site would then go on to explain the features of each product and show how they relate to the benefit of protecting the t.v and furniture.  Samples of what a character may need:  How your going to solve the problemThe features of your product or serviceThe warrantyThe priceHow fast their problem can be fixedAny guarantees that you haveTestimonialsCase studiesClient list
  • “Going back to the diagram that we looked at before you can see that once you have profiled your customers you now have to lead them down a pathway to a conversion or a sale. For most websites this conversion is not a sale, it may be a lead or a request for information but you still need a pathway to achieve that.”“So the square may need to see information, then the price before making contact. The triangle may need to see pictures and then a demo, and then the features. The circle may need to see the benefits, then testimonials, then make contact. This diagram does not show it, but each square may take a different path to a conversion. The beauty of a website is that it’s a choose your own adventure. Your job is to discover all of the potential information that a prospect would need and provide it to them in this section. The prospect then gets to choose how little or how much they need before converting.”
  • Read the slide“is 45 seconds enough time to read a full page of text….No.”“Text should be written to your target audience. You may write differently for each profile. If you profile your customers by their age you would speak very differently to a 25 year old then you would a 75 year old. If you profile them by company size you will speak differently to a small business owner then a large corporation. The words you use, the benefits you have would fit the person who is reading it. When you achieve this the conversion is easy because you are speaking directly to your customer. This is why sales people are so successful, because they can speak directly to their audience and adapt in their pitch. Your website can do the same thing and if it is built this way the conversion will increase.” Go to the workbook and have them fill in exercise 5. If you are short on time just have them fill in one of their profiles and then you can move on. If you have enough time you can go around the room and have everyone explain what they feel a prospect would need to see before making a decision. If they have trouble ask them what they would show in a sales call. This is typically the same information that could go on the website.
  • “here is a basic formula that you can follow when writing content for your interior pages. First you want to show that you understand their problem or need. Then you want to focus on the benefits of fixing that problem, and finally the features. It’s important to use informative headlines and make the text easy to scan as most people do not read every single word on a website.”
  • Once you have proven to a customer that you have the ability to solve his problem he is most likely looking for the next step. In all forms of advertising direct mail, print, t.v, most effective ads have a call to action. A call to action is a reason for the customer to act now rather then putting it off for later. While most advertising use these calls to action, for some reason most website do not. The first and most important call to action is a phone number. If the purpose of the website is to get customers to call, then the phone number should be visible on every page.  Is my phone number on every page? Is my phone number in a position that makes it visible when people are looking for it?  The next call to action should be at the bottom of every page which should tell the customer what they should look at next or what they should do to conduct business with you.
  • Read the slide
  • Read the slideIf you do not tell your customer what the next step is, they will most likely not do it. Every page needs a call to action, even if it is just directing them to the next page that they should look at.
  • “One of the best types of calls to action is a special offer. There are 3 elements to this special offer that makes it effective. The first is the date. An expiry date puts a sense of urgency and will move the prospect to act now. On the internet people believe that once they found the site they can get the product or service by coming back whenever they want. So there is no pressure to become a conversion. If there is an offer with an expiration date, and they are interested, they will not wait instead they will call right away. If you are going to have a date on your site, make sure that it gets updated. If this said July 31st 2004 you are telling your prospect that this information is out of date. If that is true they will believe that all your info might be out of date. They may not even know if you are still in business. The second element is the discount. This is the actual offer. The offer has to be valued by a prospect to be effective. If it was for a free pen and the prospect doesn’t want a pen then it won’t be effective. You can test different offers to discover which one works best for your business. This can then be replicated across other marketing campaigns. The final element is the phone number or how to contact you. This explicitly lets the customer know the next step in the process. If you don’t want calls you can replace this with a form or even a store location.” Go to the workbook exercise 6 and write down an offer you can make for each profile that you have. If you have enough time you can go around the room and share one of the offers and help them improve upon them.
  • Conversion Architecture - Toeristen of klanten?

    1. 1. Conversion Architecture<br />Toeristen of klanten?<br />
    2. 2. CONVERSION ARCHITECTURETM<br />“Virtually all web sites have a persuasive purpose. To change what people think and do online, you need to first clarify your target outcomes and then make sure everything leads to those outcomes.”<br />Question: If an industry standard for conversion hovers at 2%, what might you ask?<br />Answer:What am I doing that is driving 98% of my audience away?<br />
    3. 3. OUTLINE<br /><ul><li>Conversion, Usability, Friction
    4. 4. The Message “Clarity of Your Message”
    5. 5. How Do Viewers View Your Site “Visitor’s Sight Path”
    6. 6. What are You Offering “Your Unique Selling Proposition”
    7. 7. Who are The People Viewing Your Site“Customer Profile Creation”
    8. 8. How Visitors React To Information “Customer Profile to Sales Conversion”
    9. 9. What Makes Clients React “Calls to Action”
    10. 10. Your Site’s Structure: “7 essential pages +1”</li></li></ul><li>WHAT MAKES IT COMPELLING?<br />THE DIGITAL EXPERIENCES IS: <br />Available to ALL<br />Meaningful to ONE<br />
    11. 11. THE TRAFFIC-CONVERSION SCENARIO<br />1000 monthly visitors<br />2% conversion rate<br />20 customers a month<br /> wants<br />40 customers a month<br />?<br />?<br />4% Conversions<br />2000 visitors<br />
    12. 12. WHAT IS CONVERSION MARKETING<br />Conversion Marketing<br />The process of taking your websites visitors and persuading them to take a desired action with the end goal of turning them into customers<br />Website Usability<br />The ability for visitors of your website to find what they are looking for easily and quickly so that they can make a buying decision<br />
    13. 13. FRICTION<br /> The degree of difficulty visitors have to navigate through the website and find what they are looking for<br /><ul><li>Flash intro pages
    14. 14. PDF’s that don’t open a new window
    15. 15. Confusing navigation
    16. 16. Long forms
    17. 17. Hard to find contact information
    18. 18. Played music & sounds</li></li></ul><li>CREDIBILITY AND TRUST<br />#1 factor<br />We only buy from people we trust<br />
    19. 19. BUILDING TRUST<br />What elements can be added to build credibility in your company.<br /> If you can’t establish trust with your visitor, you will not get the sale. <br />
    21. 21. FIRST IMPRESSION<br />“I make up my mind about someone within the first ten seconds & I seldom change it”<br />
    22. 22. FIRST IMPRESSION<br />Researches found that the brain makes decisions in just a 20th of a secondof viewing a webpage.<br />
    23. 23. 13.2 SECONDS<br />&quot;Once searchers arrive on your landing pages, you have 13.2 seconds to convince visitors that they are on the right site.”<br />Gordon Hotchkiss, President and CEO,Enquiro Search Solutions, Inc<br />
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31. CLARITY OF YOUR MESSAGE<br /><ul><li> Average time someone spends on a home page?</li></ul>25 Seconds <br /><ul><li>Percent of people will scroll down a home page?</li></ul>63%<br />Source “Prioritizing Web Usability” By: Jakob Nielson<br />
    32. 32. WHAT IS THE CLARITY OF YOUR MESSAGE<br /><ul><li>You have less then a few seconds to make a first impression
    33. 33. You are potentially one click away from a sale or new client
    34. 34. You are potentially one click away from them leaving your site and going to your competitors</li></li></ul><li>THE VISITOR’S SIGHT PATH<br />How Do Viewers View Your site<br />
    35. 35. HOW PEOPLE READ ON A WEB PAGE<br />Source “Prioritizing Web Usability” By: Jakob Nielson<br />
    36. 36. HOME PAGE LAYOUT SCHEME<br />
    37. 37. YOUR UNIQUE SELLING PROPOSITION<br />What are <br />You Offering?<br />
    38. 38. UNIQUE SELLING PROPOSITION<br />What separates you<br />from <br />your competitors?<br /><ul><li>Proximus
    39. 39. Base
    40. 40. Mobistar
    41. 41. Professional, Reliable, “Brings People Together”
    42. 42. Hip, Modern, Cheap, “Freedom of speech”
    43. 43. The underdog, The alternative, “Always together, never alone”</li></li></ul><li>3 CRITICAL FACTORS<br /><ul><li>The unique selling proposition is true and you actually can deliver on what you promise
    44. 44. The unique selling proposition separates you from your competitors as they do not offer this feature, or do not do it as well as you do
    45. 45. The unique selling proposition is valued by the customer as something they want or need</li></li></ul><li>WHO ARE THE PEOPLE ON YOUR SITE?<br />Customer<br />Profiling<br />
    46. 46. YOUR PROSPECTS<br />Michel Typical Customer<br />Peter The Prospect<br />Linda Just Looking<br />
    47. 47. THEY ARE ALL POTENTIAL CUSTOMERS<br />BUT……<br /><ul><li> They want different things
    48. 48. They have different problems and/or needs
    49. 49. They are at different points within their buying cycle
    50. 50. Each one will make the buying decision in a different way</li></li></ul><li>THE HOMEPAGE FUNNEL<br />Michel<br />Linda<br />Peter<br />
    51. 51. THE ACQUISITION FUNNEL<br />
    52. 52. THE ACQUISITION FUNNEL<br />
    53. 53.
    54. 54.
    55. 55.
    56. 56.
    57. 57. WAYS TO PROFILE YOUR CUSTOMERS <br /><ul><li>The problem they are having
    58. 58. The solution they desire
    59. 59. The products/services you offer
    60. 60. Geographically
    61. 61. Demographically
    62. 62. Who they are/how do they see themselves
    63. 63. Where are they in their buying cycle</li></li></ul><li>PROFILING YOUR CUSTOMERS <br /> Relate this to your current business clientele and how do you relate to different individuals and or types of people<br />
    64. 64. DON’TMAKE YOUR VISITORS THINK …<br />MAKE THEM REACT!<br /><ul><li>Make it obvious
    65. 65. Keep it simple
    66. 66. Button styles consistent
    67. 67. Navigation names clean and meaningful
    68. 68. Clickable links working</li></li></ul><li>WHERE AM I?<br /><ul><li>Main navigation, sub-navigation & other
    69. 69. Breadcrumbs
    70. 70. Search
    71. 71. Navigation names – can be optimized for SEO
    72. 72. Link colours
    73. 73. Page names / Headings</li></li></ul><li>HOW VISITORS REACT TO INFORMATION<br />Customer Profile to <br />Sales Conversion Path<br />
    74. 74. HOW DO PEOPLE BUY<br />Average number of times someone will visit a site before making a final decision:<br />“6”<br />
    75. 75. PATH TO BECOME A CUSTOMER<br />
    76. 76.
    77. 77. INTERNAL PAGES<br /><ul><li>Average time someone spends on an internal page?</li></ul>45 seconds<br /><ul><li>Text should be written at what grade level?</li></ul>13 years old or to target audience<br /><ul><li>Average number of scrolls on a internal page?</li></ul>1.3 scrolls<br />
    78. 78. INTERNAL PAGES CONTENT FORMULA<br /><ul><li>Understand the problem or requirement
    79. 79. Benefits
    80. 80. Features
    81. 81. Informative headlines
    82. 82. Text can be read through scanning system</li></li></ul><li>WHAT MAKES CLIENTS REACT?<br />Calls to Action<br />
    83. 83. TWO TYPES OF PERSUASION<br />Every page of the website should encourage: <br />Directing the visitor to another page <br />Persuading them to take the next step in your sales cycle.<br /><ul><li>Email contact
    84. 84. Form submitted
    85. 85. Phone call
    86. 86. In store visit</li></ul>This needs to be done in both the design and the content<br />
    87. 87. TAKING ACTION<br />If you want a customer to take an action, then you must explicitly tell them to take that action. Otherwise you are leaving it to chance.<br />This must be done on every page of the website!<br />
    88. 88. THE NEXT STEP<br />Numerous sales are lost every day because a sales person simply does not ask the customer for the sale<br />The same is probably true with your website<br />
    89. 89.
    90. 90. View our portfolio<br />View our testimonials<br />To benefit from our maintenance services or to learn more call 999-999-9999 or contact us<br />
    91. 91.
    92. 92. THE SPECIAL OFFER<br />(1)<br />THE DATE<br />Callbefore July 31stto get a quote on your basement waterproofing solution and we will give you a€100 discount.03- 55.56.66<br />(2)<br />THE ACTUAL OFFER/BENEFIT<br />(3) <br />THE WAY TO CONTACT<br />
    93. 93. 7 ESSENTIALPAGES + 1<br />Home<br />About Us<br />FAQs<br />Products or Services<br />Customer Stories<br />Information Articles<br />News Stories<br />+ Sales Pages<br />
    94. 94. HOME PAGE<br />WIIFM<br />Not more than 350 words<br />Rest of page devoted to teasers<br />Products<br />Services<br />Customer stories<br />News stories<br />Informational articles<br />Use faces, these attract people<br />
    95. 95. ABOUT US PAGE<br />Company Information<br />Staff<br />History<br />Your mission<br />Org structure<br />Don’t make the mistake of putting this information on the home page<br />
    96. 96. FAQ PAGE<br />Address potential concerns<br />Cut down on support requests<br />Great for search engine queries<br />Write answers to questions<br />Get to your target market<br />
    97. 97. PRODUCTS OVERVIEW PAGE<br />One page sums up products or offerings<br />Description link to more detail<br />Overview is useful for visitors who want to learn more<br />
    98. 98. OTHER PAGES<br />These pages build credibility<br />Customer stories/testimonials<br />Information articles <br />News stories<br />
    99. 99. SITEMAP PAGE<br />Get to any page with one click<br />Used by search engines to find web pages<br />
    100. 100. THE SALES/LANDING PAGE<br />Improve conversion<br />Advertising says what it should<br />Don’t send visitors to your home page<br />They are called landing pages because that’s where you land after clicking an Ad<br />
    101. 101. SUMMARY<br /><ul><li> Understand whoyour customers are
    102. 102. Market directly to their need or problem
    103. 103. Show them what they need to see
    104. 104. Give them an offer they can’t refuse
    105. 105. Tell them how to take action</li></li></ul><li>CONCLUSION<br />The real power of the internet is in its ability to market directly to individuals, by giving them the information that they need, when they need it.<br />The websites that achieve this will exponentiallygrowin sales while the sites that don’t will ultimately fail to those who do.<br />
    106. 106. YOUR CHALLENGES<br /><ul><li>What changes would you make to your site?
    107. 107. What impact should those changes have on your visitors?</li></li></ul><li>THANK YOU!<br /><br /><br />