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Identifying Your Key Conversion Strategies-RISEAustin 09


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Every Web site is different, but if you want your Web site to help your business grow, your site will fall into one of five categories. For each of these categories, there are three strategies that you must get right to be successful online.

Brian Massey will take you through the process of identifying which pattern your site belongs to, and then show you the strategies that you must ace to turn visitors into leads and sales.

Published in: Business
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Identifying Your Key Conversion Strategies-RISEAustin 09

  1. 2. Where do you Start? Image: Dave McClure,
  2. 3. The Sales Funnel Applied to Your Site.
  3. 4. The questions we should ask ourselves about our visitors .
  4. 5. Which of five basic Web site patterns apply to you.
  5. 6. Which Web strategies will make you successful.
  6. 7. Search Analytics Personas
  7. 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. Prospects select your offering as a solution to their problem.
  8. 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. Prospects select your offering as a solution to their problem.
  9. 10. <ul><li>What do you want your visitors to accomplish ? </li></ul><ul><li>Why are your visitors visiting? </li></ul><ul><li>What do your visitors want to see ? </li></ul><ul><li>How do your visitors want to take action ? </li></ul><ul><li>How will your visitor use what you offer? </li></ul><ul><li>Get out a piece of paper and … </li></ul>
  10. 11. Buy Read Contact You
  11. 12. Your Sales Channel Marketing including Search and Social Marketing Word Word of Mouth Repeat Customers
  12. 13. Offline Online
  13. 14. Spontaneous Purchase Considered Purchase
  14. 15. About Solving Problems User Generated About You About Your Products
  15. 16. Pattern Action Source Content Purchase Used Brochure/Sales Support Read Contact Sales Channel About Me About Product Considered Spontaneous Offline, Online Information Portal/Thought Leadership Read Buy Marketing Solve Problem Spontaneous Online Consumer/ eCommerce Buy Marketing Word of Mouth Repeaters Solve Problem Spontaneous Offline Considered Purchase Read Contact Marketing Sales Channel Solve Problem Considered Offline, Online Site as a Service Read Buy Marketing Word of Mouth Repeaters Solve Problem Considered Spontaneous Online
  16. 20. Prospects can spend weeks or months considering your solution and securing budget to purchase it.
  17. 23. Design Home Page Contact Info
  18. 24. Home Page Navigation Invitations/ Social Features
  19. 25. Category Navigation Product Pages Shopping Cart
  20. 26. House List Email Home Page Landing Pages
  21. 27. User Email Demo or Trial Purchase Process
  22. 28. Pattern Awareness Consideration Action Brochure/Sales Support Design Home Page Contact Information Portal/Thought Leadership Home Page Navigation Invitations/Social Consumer/ eCommerce Product Pages Category Navigation Transaction Considered Purchase Home Page House List Email Landing Pages Site as a Service Demo/Trial User Email Transaction
  23. 29. Blog Article Whitepaper Report Seminar Podcast Workshop Video Webinar Free Consultation News User-generated Demo Email Notifications Product Descriptions Sweepstakes Weekly Specials Discounts Questionnaire Pictures Stories
  24. 30. What questions to ask Your unique Web pattern The three strategies you should to focus on How your to generate content for your strategies
  25. 31. On the Web Blog: On Facebook Fan Page: Web Strategies for Businesses By Email [email_address] Twitter LinkedIn By Phone Brian: 512.961.6604
  26. 33. Who you are Am I in the right place to solve my problem? Navigation/Search/Login I didn’t find anything of interest in the body of the page. Give me some other options You are in the right place. Here’s what you can do on this site to help solve your problem. Advertisements for other content on my site.
  27. 34. Company Info Show the product Why You really should take action. This is exactly and specifically what you were looking for when you clicked through to this page. How do I take action to get what I want? Testimonial, supporting information. I look here when I don’t see what I want in the body. Get It
  28. 35. Austin-based For a complete list:
  29. 36. <ul><li>Future Now: </li></ul><ul><ul><li>Conversion, analytics, copywriting and more </li></ul></ul><ul><li>Brian Massey’s Bookmarks on </li></ul><ul><ul><li>Online Conversion: </li></ul></ul>