How To Get   MoreConversions From Any  Website
Too many  websites accidentlyrepel visitors
They came,they puked,  they left          Avinash Kaushik          Digital Marketing Evangelist
How do youstop them from  puking and   leaving?
Every visitor to your website    wants the answer to   one critical question
“Will this websitesolve my problem?”
Every visitorhas 2 voices arguing    in their head
A positive angel
and a miserable devil
Angels look for…•   Reasons to stay•   Rewards and benefits
Devils look for…•   Reasons to leave•   Risks
Your visitors arewary and risk averse
So the devil has the      upper handReward           Risk
Your website has      4 to 8 secondsto grab visitors’ attention,      or they’ll leave
So a strongfirst impression      is vital
When your visitor       believes the   rewards are greaterthan the risks, they’ll stay
Reward must beat riskReward          Risk
But when they thinkthe risks are too great,  they’ll rush to leave
Never let risk beat rewardReward            Risk
As long as your visitor’s perceived reward beats   their perceived riskthey’re more likely to act
Reward must beat risk on      every page
Every page mustbuild or reinforce the      rewards,  or lower the risk
Or you’ll lose visitors
Let’s look at   some examples
3 examples1. Immediate rejection2. Premature proposition3. Abandoning the goal
1. Immediate  Rejection
Every visitor to your website    wants the answer to   one critical question
Will this websitesolve my problem?
They must be given  3 instant answersto these questions…
1.   Where am I?2.   What’s your offer?3.   Why should I choose you?
1. Where am I?   Does what I see on my screen (without scrolling)look relevant to my search?
2. What’s your offer? Does what I see on myscreen (without scrolling)   show me what you     can do for me?
3. Why should I choose you?      Does what I see       on my screen    convince me to stay    and find out more?
Angels win when…•   The page is very relevant    to their search•   Immediate reason to stay•   Positive first impressions
Devils win when…•   Mismatch to their search•   They have to scroll down•   Looks like a waste of    their time…
How to avoid immediate  rejection
Weapons to avoid     immediate rejection•   Your headline•   Your photo•   Your benefits
Attention grabbing headline•   Your headline is vital•   It’s more important than    design, photos, videos or    anything...
Confidence building photoThe closer your photo is tothe ideal outcome they are  searching for, the more   likely they are ...
Bullets to hook their interest•   Use captivating bullets•   Explain why your offer is    the best•   Keep it simple
2. Prematureproposition
BuyNow!!!
Your customerbuys when they  want to buy, not when you  want to sell
They won’t buyuntil their reward beats the risks
Reward must beat riskReward          Risk
Too many websites try to force a sale    before their visitors are ready
Risks beat the rewardsReward          Risk
Boost the rewards       and lower the risks
Build their interestand desire
Give value to your visitors• a free video• a helpful report or• a free trial……in exchange for their e-mail
The aim is to begin arelationship, so you can build  their trust and confidence         in your service
So thatwhen they’reready to buythey choose    you
3. Abandoning    the Goal
Is there anything       more frustratingthan leading a visitor to the   brink of taking actiononly for them to disappear?
It happens all the time
A website persuades a    visitor to act
Then…
It hits them with a cold, sinister  payment page
Suddenly there are…•   no rewards•   no reminders of the    benefits
Just a page demanding…•    credit card details•    name and address•    telephone number
A page that looks too risky                   Risk
So they leave
How can you persuade  them to   score?
Keep reassuring themReward          Risk
Remind them whycompleting the action is such  a good decision for them
Lower their risks•   show your guarantee•   add some testimonials•   add a trust icon to prove    your cart is secure
Break anintimidatingprocess into baby steps
Learn fromand removedistractions
Little baby stepsand every click takes you    closer to buying
There’s no menu on their    checkout pages.     All distractions  have been removed
Let’swrap up
Rewards must beat the risks Reward           Risk
Here aresome ideas to test on your   website
Angels Respond to…•   Headlines   •   Benefits•   Photos      •   Easy next•   Bullets         steps•   Offers      •   Si...
Devils Are Calmed By…•   Guarantees     •   Trust icons•   Social Proof   •   No hype•   Contact        •   Testimonials  ...
Thank you
Steven Hourston Internet marketing specialiststeven@BusinessSparks.com     BusinessSparks.com       +44 207 112 8814
How to Get More Conversions From Any Website
How to Get More Conversions From Any Website
How to Get More Conversions From Any Website
How to Get More Conversions From Any Website
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How to Get More Conversions From Any Website

  1. 1. How To Get MoreConversions From Any Website
  2. 2. Too many websites accidentlyrepel visitors
  3. 3. They came,they puked, they left Avinash Kaushik Digital Marketing Evangelist
  4. 4. How do youstop them from puking and leaving?
  5. 5. Every visitor to your website wants the answer to one critical question
  6. 6. “Will this websitesolve my problem?”
  7. 7. Every visitorhas 2 voices arguing in their head
  8. 8. A positive angel
  9. 9. and a miserable devil
  10. 10. Angels look for…• Reasons to stay• Rewards and benefits
  11. 11. Devils look for…• Reasons to leave• Risks
  12. 12. Your visitors arewary and risk averse
  13. 13. So the devil has the upper handReward Risk
  14. 14. Your website has 4 to 8 secondsto grab visitors’ attention, or they’ll leave
  15. 15. So a strongfirst impression is vital
  16. 16. When your visitor believes the rewards are greaterthan the risks, they’ll stay
  17. 17. Reward must beat riskReward Risk
  18. 18. But when they thinkthe risks are too great, they’ll rush to leave
  19. 19. Never let risk beat rewardReward Risk
  20. 20. As long as your visitor’s perceived reward beats their perceived riskthey’re more likely to act
  21. 21. Reward must beat risk on every page
  22. 22. Every page mustbuild or reinforce the rewards, or lower the risk
  23. 23. Or you’ll lose visitors
  24. 24. Let’s look at some examples
  25. 25. 3 examples1. Immediate rejection2. Premature proposition3. Abandoning the goal
  26. 26. 1. Immediate Rejection
  27. 27. Every visitor to your website wants the answer to one critical question
  28. 28. Will this websitesolve my problem?
  29. 29. They must be given 3 instant answersto these questions…
  30. 30. 1. Where am I?2. What’s your offer?3. Why should I choose you?
  31. 31. 1. Where am I? Does what I see on my screen (without scrolling)look relevant to my search?
  32. 32. 2. What’s your offer? Does what I see on myscreen (without scrolling) show me what you can do for me?
  33. 33. 3. Why should I choose you? Does what I see on my screen convince me to stay and find out more?
  34. 34. Angels win when…• The page is very relevant to their search• Immediate reason to stay• Positive first impressions
  35. 35. Devils win when…• Mismatch to their search• They have to scroll down• Looks like a waste of their time…
  36. 36. How to avoid immediate rejection
  37. 37. Weapons to avoid immediate rejection• Your headline• Your photo• Your benefits
  38. 38. Attention grabbing headline• Your headline is vital• It’s more important than design, photos, videos or anything else
  39. 39. Confidence building photoThe closer your photo is tothe ideal outcome they are searching for, the more likely they are to stay
  40. 40. Bullets to hook their interest• Use captivating bullets• Explain why your offer is the best• Keep it simple
  41. 41. 2. Prematureproposition
  42. 42. BuyNow!!!
  43. 43. Your customerbuys when they want to buy, not when you want to sell
  44. 44. They won’t buyuntil their reward beats the risks
  45. 45. Reward must beat riskReward Risk
  46. 46. Too many websites try to force a sale before their visitors are ready
  47. 47. Risks beat the rewardsReward Risk
  48. 48. Boost the rewards and lower the risks
  49. 49. Build their interestand desire
  50. 50. Give value to your visitors• a free video• a helpful report or• a free trial……in exchange for their e-mail
  51. 51. The aim is to begin arelationship, so you can build their trust and confidence in your service
  52. 52. So thatwhen they’reready to buythey choose you
  53. 53. 3. Abandoning the Goal
  54. 54. Is there anything more frustratingthan leading a visitor to the brink of taking actiononly for them to disappear?
  55. 55. It happens all the time
  56. 56. A website persuades a visitor to act
  57. 57. Then…
  58. 58. It hits them with a cold, sinister payment page
  59. 59. Suddenly there are…• no rewards• no reminders of the benefits
  60. 60. Just a page demanding…• credit card details• name and address• telephone number
  61. 61. A page that looks too risky Risk
  62. 62. So they leave
  63. 63. How can you persuade them to score?
  64. 64. Keep reassuring themReward Risk
  65. 65. Remind them whycompleting the action is such a good decision for them
  66. 66. Lower their risks• show your guarantee• add some testimonials• add a trust icon to prove your cart is secure
  67. 67. Break anintimidatingprocess into baby steps
  68. 68. Learn fromand removedistractions
  69. 69. Little baby stepsand every click takes you closer to buying
  70. 70. There’s no menu on their checkout pages. All distractions have been removed
  71. 71. Let’swrap up
  72. 72. Rewards must beat the risks Reward Risk
  73. 73. Here aresome ideas to test on your website
  74. 74. Angels Respond to…• Headlines • Benefits• Photos • Easy next• Bullets steps• Offers • Simplicity
  75. 75. Devils Are Calmed By…• Guarantees • Trust icons• Social Proof • No hype• Contact • Testimonials details • Fast loading• Clarity pages
  76. 76. Thank you
  77. 77. Steven Hourston Internet marketing specialiststeven@BusinessSparks.com BusinessSparks.com +44 207 112 8814

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