Unlocking the secret to limitless sales. And exploring the impression effect of channel compounding.

1. Exploring the transformative effect
of impression compounding.
CONVERSION
MASTERY

2. OUR JOURNEY
● What we’re going to do
● Why we’re going to do it
● Core metrics
● Build desire
● Build trust
● Build urgency
● Clear the path to purchase

3. WHAT WE’RE GOING TO DO

4. THE GOAL
Increase revenue via converting more leads
into buying customers.
(more consistently, cheaper, faster)
Existing
Stream of
Leads
More
Paying
Customers

5. ASSUMPTIONS
They are already a ‘lead.’
We are going to focus exclusively on what it takes to
convert a pre-sale relationship (lead) into a sale
relationship (customer).
● Online only
● Research is done
● Segmentation is done

6. IMPRESSION COMPOUNDING
It’s the small things that add up.
And every little experience a lead has with us creates
a micro decision in their mind — an impression.
So we’re going to stack as many of those
micro decisions in our favor.

7. 4-PRONGED STRATEGY
We’re going to structure your marketing and
checkout process to influence customers to…
● Feel an emotional ‘want’ for your product
● Feel a sense of confidence in your business
● Feel a sense of eagerness to buy now
● Feel a sense of easiness while purchasing

8. STEP #1: BUILD DESIRE
It all starts with a want or need.

9. STEP #2: BUILD TRUST
Would you buy from someone you don’t trust?

10. STEP #3: BUILD URGENCY
Buy now, versus later.

11. STEP #4: CLEAR THE PATH
Make it frictionless to buy.

12. WHY WE’RE GOING TO DO IT

13. EXPONENTIAL LEVERAGE POINT
Greatest impact for
the least amount of
work.

14. WHAT IT CAN DO FOR YOU
You’re spending money attracting leads into your
sales funnel, so let’s increase the success rate at which
you convert those leads into paying customers.
Making your sales machine more efficient, more
effective, and more profitable.
Then, throwing more leads into the mix yields an
exponential growth of your bottom line.

15. WHERE IT FITS
Increase
Margin
Expand
Products
Boost
Conversion
Compound
Transaction
s
More
Leads
Optimize up-sell, reactivation,
and longevity strategies.
Optimize profit and
positioning strategies.
Optimize closing strategy.
Get more traffic.
Offer more solutions.

16. CORE METRICS

17. WE’RE GOING TO...
Define
● Unit sales
● Sales volume
● Number of sales
● Number of customers
● New sales
Calculate
● Conversion
percentage
● Cost of customer
acquisition
● Sales cycle time

18. But first, a couple definitions...

19. LEAD
A person or business who has in some way expressed
interest in what you are offering, by doing one or more
of the following:
● Clicking
● Visiting
● Downloading
● Emailing
● Attending
● Writing
● Subscribing
● Calling
● Registering
In some way or form, they have ‘raised their hand.’

20. CUSTOMER
A customer is anyone who gives you money in
exchange for your product.

21. UNIT SALES
The number of individual things sold.

22. SALES VOLUME
The amount of money that you received.

23. NUMBER OF SALES
The number of individual sales transactions.
● Does not necessarily equal “Unit Sales.”

24. NUMBER OF CUSTOMERS
The number of people or businesses
that bought from you.
● Does not necessarily equal “Number of Sales.”

25. NEW SALES
The number of 1st time sales.
● This should equal the “Number of Customers”
● It can also equal the “Number of Sales,” if you don’t
do any secondary sales
● It can also equal the number of “Unit Sales”, if you
only sell one thing to each customer

26. Back to the metrics...

27. CONVERSION PERCENTAGE
Conversion % = Number of New Sales ÷ Leads (x 100)
Can also be expressed as: Conversion Ratio
C.R. = Leads ÷ Number of New Sales

28. COST OF CUSTOMER ACQUISITION
How much does it cost to acquire a new customer?
C.C.A. = All marketing expenses for 1 year / Total
customers acquire for respective year
● Expressed in dollar amount
● Recommend segmenting by product type or
customer type

29. SALES CYCLE TIME
S.C.T. = Date of sale – Date you got the lead + 1

30. BUILD DESIRE

31. People buy things they desire.
People don’t buy things they don’t desire.
So let’s stack the desire factors.

32. COPYWRITING
“Always enter the conversation already taking place in
the customer's mind.”
~Robert Collier
● Benefit-oriented copy
● Write to one person, not a group (you, etc.)
● Use ‘power words’

33. COMPELLING OFFER
Must have the right offer for the right market
(Offer-to-Market Match).
● Tweak your core offer (from Margin Mastery)

34. OBJECTION HANDLING
Focus on eliminating comparisons.
What’s the ‘because?’
● Costs too much ⇨ You don’t understand what it’s worth
● Can’t afford it ⇨ You don’t understand the ROI
● Don’t have the time ⇨ You’re spending doing something else
● Don’t believe it works ⇨ You’ve failed with other options
● Already have a solution ⇨ It clearly doesn’t solve your problem
● Not interested ⇨ I don’t understand it

35. BUILD TRUST

36. People buy from people they trust.
People don’t buy from people they don’t trust.
So let’s stack the trust factors.
Do they believe you will do what you say you’ll do?

37. EASY RETURNS
● Return policy (make it prominent & clear)
● Return period (15 days, 30 days, etc.)
a. Longer tests for more sales AND fewer returns
● Cost of return shipping (e.g. Zappos)

38. BEING AVAILABLE
● Thorough About Us page (values, staff photos, etc.)
● Contact Us information (be a ‘real’ business)
● Hours of operation (more is better, each dept.)
● Answer the phone (add response time to greeting)
● Answer emails (add response time to website)
● Live chat

39. TRUSTWORTHY WEBSITE
● Easy navigation
● Breadcrumbs
● Website directions
● Readable text
● Break up navigation
● Look & feel
● F.A.Q.
● Trust seals (TRUSTe)
● Credit card logos
● Accreditation (AMA)
● Images (10k words)
● SSL(!)
● User Reviews (bad)
● Point of Action
assurance

40. MESSAGING
Must have the right message for the right market
(Message-to-Market Match).
● Trustworthy copy (Copywriting)
● Familiar language
● Risk Reversal

41. COPYWRITING
● Balanced hype level (sell, but don’t overdo it)
● Proper grammar
● Correct spelling
● Orderly thought

42. BRANDING
Have they heard of you beforehand?
● Blogging
● Social networking
● Articles
● P.R.
● Offline branding activities

43. BUILD URGENCY

44. People buy things they want now.
People don’t buy things they don’t want now.
So let’s stack the urgency factors.

45. GIVE THEM A NUDGE
Even if you’ve done everything right, some people still
won’t make a decision.
So we need to give them a little more ‘why.’

46. SCARCITY
● Limited units
● Limited time
● Limited space
● One-time offers (can be linked to bonuses)
Obviously, don’t lie.

47. PRICE INCENTIVES
● Sales
● Discounts
● Packages

48. IMPENDING EVENTS
● Holiday
● Life event

49. EGO FACTOR
● What’s hip today?
● What do they want to belong to? (the ‘in crowd,’
etc.)

50. TRENDS & BUZZ
What’s hot?

51. COMPELLING CALL-TO-ACTION
● “Buy now”
● “Subscribe”
● “Get it now”
● “Download this”
● “Click here to start now”

52. CLEAR THE PATH TO PURCHASE

53. People buy when the sale is easy.
People don’t buy when the sale is annoying.
So let’s stack the easy factors.

54. WEBSITE STRUCTURE
They should think…
“I know where I am,
I know what I’m doing,
I have a good feeling about this.”

55. USABILITY
● Keep visitor informed
● Speak the visitor’s language
● Support undo & redo
● Consistent terminology
● Remove error-prone stuff
● Don’t make visitors remember
● Onboard novice visitors
● Remove unnecessary stuff
● Plain language error codes
● Provide help & documentation
nngroup.com/articles/ten-usability-heuristics

56. PRODUCT SELECTION PROCESS
Keep it simple and streamlined.
In general, the more options you offer, the lower your
conversion will be.

57. CHECKOUT PROCESS
● Fulfillment options (UPS, USPS, costs, etc.)
● Speed of fulfillment (next day, etc.)
● Payment options (all cards, split it up, etc.)
● Transactions (make sure your cart is bulletproof)
● Catch failed transactions (email follow-ups, etc.)
a. Use a 2-step check process

58. CLOSING

59. CLOSING THOUGHTS
It’s all about helping your customers…
● Feel an emotional ‘want’ for your product
● Feel a sense of confidence in your business
● Feel a sense of eagerness to buy now
● Feel a sense of easiness while purchasing

60. THANK YOU
Chris Mohritz / chris@mohritz.co
A
B
O
U
T

61. UNLEASH YOUR BUSINESS
EMBRACE EXPONENTIAL
10xeffect.com