Conversion Sciences Identifying Your Key Conversion Strategies

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In my presentation at Innotech eMarketing Summit, I took the audience through a simple evaluation to determine what marketing pattern their Web site follows and put forth the three strategies that they had to ace in order to convert traffic to leads and sales.

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Conversion Sciences Identifying Your Key Conversion Strategies

  1. 1. November 6, 2008 Brian Massey Conversion Sciences brian@ConversionScientistcom
  2. 2. Where do you Start? Image: Dave McClure, www.500hats.com
  3. 3. The Sales Funnel Applied to Your Site. Th S l F l A li d t Y Sit
  4. 4. The questions we should ask ourselves about our visitors. i it
  5. 5. Which of five basic Web site patterns apply to you.
  6. 6. Which Web strategies will make you successful.
  7. 7. Personas Search Analytics
  8. 8. Prospects become aware of your offering as a solution to a class of problem Prospects explore your offering as a solution to their problem. p Prospects select your offering as a solution to their problem.
  9. 9. Prospects become aware of your offering as a solution to a class of problem Prospects explore your offering as a solution to their problem. p Prospects select your offering as a solution to their problem.
  10. 10. What do you want your visitors to accomplish? li h? Why are your visitors visiting? What do your visitors want to see? How do your visitors want to take action? How will your visitor use what you offer? Get out a piece of paper and …
  11. 11. Buy Read Contact You
  12. 12. Your Sales Channel Word of Mouth Word W d Marketing including Search and Social Marketing Repeat Customers
  13. 13. About You About Your About Solving User Generated Products Problems
  14. 14. Spontaneous Purchase Considered Purchase
  15. 15. Offline Online
  16. 16. Pattern Action Source Content Purchase Used Brochure/Sales Read /S R d Sales Channell About Me S l Ch Ab M Considered Offline, Online C id d Offli O li Support Contact About Product Spontaneous Information Read Marketing Solve Problem Spontaneous Online Portal/Thought Buy Leadership Consumer/ Buy Marketing Solve Problem Spontaneous Offline eCommerce Word of Mouth Repeaters Considered Read Marketing Solve Problem Considered Offline, Online Purchase Contact Sales Channel Site as a Read Marketing Solve Problem Considered Online Service Buy Word of Mouth Spontaneous Repeaters
  17. 17. Prospects can spend weeks or months considering your solution and securing budget to purchase it.
  18. 18. Design Home Page Contact Info
  19. 19. Home Page Navigation Invitations/ Social Features
  20. 20. Product Pages Category Navigation Shopping Cart
  21. 21. Home Page House List Email Landing Pages
  22. 22. Demo or Trial User Email Purchase Process
  23. 23. Pattern Awareness Consideration Action Brochure/Sales /S Design D i Home Page H P Contact C Support Information Home Page Navigation Invitations/Social Portal/Thought Leadership Consumer/ Product Pages Category Navigation Transaction eCommerce Considered Home Page House List Email Landing Pages Purchase Site as a Service Demo/Trial User Email Transaction
  24. 24. Product Descriptions Weekly Specials User generated User-generated Blog Seminar Podcast Discounts Whitepaper Article Workshop Video Report Sweepstakes S t k Webinar Free Consultation Stories Email Notifications Demo Questionnaire Pictures Pi t News
  25. 25. What questions to ask Your unique Web pattern The three strategies g you should to focus on How your to generate content for your strategies
  26. 26. On the Web Blog: www.ConversionScientist.com On Facebook Fan Page: Web Strategies for Businesses http://www.facebook.com/pages/Austin-Texas/Web- Strategies-for-Businesses/ By Email brian@conversionscientist.com Twitter www.twitter.com/bmassey www twitter com/bmassey LinkedIn www.linkedin.com/in/bmassey By Phone Brian: 512 961 6604 512.961.6604

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