Killing Brad Pitt: Define and Understand Your Visitors


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Any great search marketing effort begins with some idea of who you will be attracting to your site.


At PubCon 2009 in Las Vegas, Brian Massey took a group of search marketers through the process of dismantling the false images of who they are marketing to, and helping them focus on the visitors that will generate success for them and their businesses.

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  • Why demographic segments fail us.
  • Consumer/eCommerceVisitor Action: PurchaseSource of Visitors: Advertising, RepeatContent: Solving Specific ProblemPurchase Cycle: Spontaneous/ShortProduct: Independent of Web Site
  • Example
  • Killing Brad Pitt: Define and Understand Your Visitors

    1. 1. Conversion Strategies That Turn Searchers into Buyers<br />Presented by:<br />Brian Massey<br />Conversion Sciences<br /><br />
    2. 2. There are Two Keys to Search Conversion<br />
    3. 3. Quality Traffic<br /><br />
    4. 4. Relevant Keywords<br />Good Organics<br />Relevant Ads<br />Quality Traffic<br /><br />
    5. 5. Relevant Site Content<br /><br />
    6. 6. Useful<br />Clear<br />Usable<br />Relevant Content<br /><br />
    7. 7. Who determines what is Useful<br />Clear<br />Usable<br />Relevant?<br />Your Searchers<br /><br />
    8. 8. Duh<br />
    9. 9. To increase conversion, we’ll explore:<br />
    10. 10. To increase conversion, we’ll explore:<br />Who you’re currently selling to (you might be surprised)<br />
    11. 11. To increase conversion, we’ll explore:<br />How to organize what you know about your searchers<br />
    12. 12. To increase conversion, we’ll explore:<br />How to know exactly what to put on your Web site<br />
    13. 13. To increase conversion, we’ll explore:<br />How to help searchers find it.<br />
    14. 14. Your Searcher PersonaYes, you have one<br />
    15. 15. The ideal young male…<br />Your Default Persona: The Perfect Customer<br />
    16. 16. …oh, and some are female…<br />Your Default Persona<br />
    17. 17. He may live in the north…<br />
    18. 18. …or in the South…<br />
    19. 19. She is well off…<br />
    20. 20. …in some cases.<br />
    21. 21. He makes spending <br />decisions quickly...<br />
    22. 22. …but she needs a great deal<br />of information to make a<br />decision.<br />
    23. 23. He makes decisions<br />on his own…<br />
    24. 24. …but follows trends <br /> set by others.<br />
    25. 25. How do you market coherently to this kind of searcher?<br />
    26. 26. With Mixed Messages and Irrelevant Content<br />Sponsored Links<br />Parka-lounger<br />Sun or snow, it doesn’t matter <br />You can enjoy the outdoors<br /><br />Cross-dressers<br />Men, let your feminine side shine<br />Women, get your man on<br /><br />26-Step Quick Purchase<br />Download our 12-page report<br />and order your products faster!<br /><br />
    27. 27. Break Brad into his individual piecesand market to them<br />
    28. 28. How do you organize what you know about your customers so that you can take action?<br />Sales Data<br />Segmentation<br />Studies<br />Analytics<br />Focus Group<br />Notes<br />Industry Research<br />Product Specs<br />
    29. 29. Touchpoint PersonasForm a Bridge between Data and Action<br />
    30. 30. Touchpoint:“A point of contact between a firm and its customers.”<br />Dave Evans, Social Media Marketing: An Hour a Day<br />
    31. 31. Touchpoint:Your Web Site<br />Dave Evans, Social Media Marketing: An Hour a Day<br />
    32. 32. Persona:“A representative of the typesof customers that make your business successful.”<br /><br />
    33. 33. Touchpoint Persona:“A representative of the types of Searchers that make your business successful.”<br />
    34. 34. Touchpoint Personas<br />Easy to Create<br />Focused on Web Conversion<br />Get Everyone on the Same Page<br />Tell you exactly what to do<br />
    35. 35. Your Web site has 3 or 4 visitors coming from thousands of different places.<br />Who are they? Why are they visiting? What information do they need to take action?<br />How do they like to receive information?<br />
    36. 36. The Components of a Touchpoint Persona<br />Demographics<br />Customer<br />Commentary<br />Decision-making<br />Mode<br />Strategy<br />Conversion<br />Points<br />Funnel<br />Points<br />Points of <br />Resolution<br />Conversion<br />Beacons<br />
    37. 37. Where does someone making $175,000 per year live?<br />Mascot<br />Demographics<br />Designer<br />Copywriter<br />
    38. 38. Demographics tell you where to find your prospects and which media to deliver content through<br />
    39. 39. Generational<br />Boomer/Silent<br />Generation X<br />Millennial<br />Broadcast<br />Email<br />Social Media<br />
    40. 40. Customer CommentaryIn the searcher’s words, why did they come looking for this solution today?<br />
    41. 41. “I need a plumber…”<br />Customer Commentary<br /><br /><br />
    42. 42. “I NEED A PLUMBER!”<br />Customer Commentary<br />
    43. 43. Customer Commentaries will expose unexpected keyword strategies<br />
    44. 44. Decision-making Mode<br />Competitive<br />Logical<br />Methodical<br />Spontaneous<br />Emotional<br />Humanist<br />Quick Decisions<br />Slow Decisions<br />Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?<br />
    45. 45. Decision-making Mode<br />Logical<br />Methodical<br />Competitive<br />Humanist<br />Spontaneous<br />Emotional<br />Quick Decisions<br />Slow Decisions<br />Photos Wikipedia<br />
    46. 46. Decision-making Mode<br />Logical<br />Methodical<br />Competitive<br />Humanist<br />Spontaneous<br />Emotional<br />Quick Decisions<br />Slow Decisions<br />Photos Wikipedia<br />
    47. 47.
    48. 48. PR<br />Search<br />Affiliates<br />Social<br />Networks<br />SEM<br />Direct Telephone<br />TV<br />Contests<br />Sales<br />Apps &<br />Widgets<br />Blogs<br />Ads<br />Email<br />HomePage<br />LandingPage<br />ProductPage<br />Blog<br />Category<br />Page<br />?<br />Funnel PointsWhere are they coming from?Where do they land?<br /><br />
    49. 49. Thanks to the search engines,any page can be a landing page.<br />
    50. 50. Points of Resolution What pieces of information does the searcher need to feel comfortable taking action?<br />
    51. 51. Points of Resolution<br />Process<br />Appeal to<br />Others<br />Case Studies<br />Newness<br />Specifications<br />Logical<br />Brand<br />Samples<br />Competing<br />Solutions<br />Rating<br />Guarantee<br />Standards<br />Endorsements<br />Methodical<br />Competitive<br />Humanist<br />Spontaneous<br />Color<br />Credibility<br />Testimonials<br />Delivery<br />Ease-of-use<br />Company<br />Reviews<br />Emotional<br />Discounts<br />Size<br />Trustworthiness<br />Price<br />Return Policy<br />Feeling of Ownership<br />Quick Decisions<br />Slow Decisions<br />
    52. 52. Points of Resolution tell you exactly what to put on your site.<br />Articles, white papers, copy points, pages, presentations,<br />bios, news, reviews, ratings, pricing, delivery…<br />
    53. 53. Points of Resolution will expose unexpected offers for your Ads<br />
    54. 54. How will this searcher to take action?<br />Conversion BeaconsThe first (or next) step in a conversion process<br /><br />
    55. 55. Add to Cart<br />Checkout<br />Subscribe<br />Trial Signup<br />Sample Request<br />Contact Form<br />Download<br />Tell a Friend<br />Read an article<br />View the Video<br />Conversion Beacons<br /><br />
    56. 56. How do you know when this person has achieved<br />their goal?<br />Conversion PointsThe ways you measure the completion of an action<br /><br />
    57. 57. Confirmation Page<br />Opt-in Confirm<br />Download<br />Call logged<br />Coupon Used<br />Discount Code<br />Login<br />Conversion PointsThe ways you measure the completion of a conversion<br /><br />
    58. 58. StrategyConversion is a set of strategies, not landing pages<br />Strategy<br />
    59. 59. eCommerce<br />Product Pages<br />Navigation<br />Shopping Cart<br />
    60. 60. Considered Purchase<br />Home Page<br />House List Email<br />Landing Pages<br />
    61. 61. How Many Personas Are we talking about?<br />Two to Four will Do<br />
    62. 62. Example: Conference Center<br />Penny is the Director of Conferences for Mietex, a $400 million company located in Houston, Texas. <br />She will directly influence $300,000 to $400,000 in convention center revenue over time.<br />METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action.<br />Penny Planner<br />Female<br />Age: 41<br />
    63. 63.
    64. 64. Download Your Own Touchpoint Persona Template<br />
    65. 65. From Persona to Scenario<br />
    66. 66. Competing<br />Solutions<br />Specifications<br />Case Study<br />Process<br />Testimonial<br />Latest<br />Appeal to<br />Others<br />Sample<br />Price<br />Popularity<br />Brand<br />Discounts<br />Rating<br />Ease-of-use<br />Color<br />Endorsements<br />Size<br />Delivery<br />Reviews<br />Standards<br />How do I order?<br />Point of <br />Resolution<br />
    67. 67. <ul><li>Ad
    68. 68. Link
    69. 69. Navigation Item
    70. 70. Button
    71. 71. Landing Page
    72. 72. Shopping Cart
    73. 73. Email</li></ul>Conversion<br />Beacon<br />
    74. 74. <ul><li>Confirmation Page
    75. 75. Opt-in Confirm
    76. 76. Download
    77. 77. Time on page
    78. 78. Call logged
    79. 79. Coupon Used
    80. 80. Discount Code
    81. 81. Login</li></ul>Conversion<br />Point<br />
    82. 82. Conversion<br />Point<br />Conversion<br />Beacon<br />Point of <br />Resolution<br />
    83. 83. Conversion<br />Point<br />Conversion<br />Beacon<br />Conversion<br />Point<br />Point of <br />Resolution<br />Point of <br />Resolution<br />Placing Conversion Beacons with a Point of Resolution<br />
    84. 84. Conversion<br />Point<br />Conversion<br />Beacon<br />Conversion<br />Point<br />Point of <br />Resolution<br />Point of <br />Resolution<br />Placing Conversion Beacons with a Conversion Point<br />
    85. 85. Conversion<br />Beacon<br />Building a Scenario through Points of Resolution<br />
    86. 86. Conversion Scenarios<br />Ad<br />Landing Page<br />Order Process<br />ConfirmationPage<br />Fulfillment<br />NotificationEmail<br />ConfirmationEmail<br />
    87. 87. Conversion Scenarios<br />Ad<br />Landing Page<br />Order Process<br />ConfirmationPage<br />Fulfillment<br />ConfirmationEmail<br />Notification<br />Email<br />
    88. 88. Conversion Scenarios<br />Ad<br />Landing Page<br />Order Process<br />ConfirmationPage<br />Fulfillment<br />ConfirmationEmail<br />Notification<br />Email<br />
    89. 89. Typical Confirmation Email<br />
    90. 90. What’s the next Point of Resolution?<br />
    91. 91. Landing Pages are Powerful<br />Ad<br />Multiple points of resolution in copy.<br />Begin the order process.<br />Landing Page<br />ConfirmationPage<br />
    92. 92. Points of Resolution on a Product Page<br />Product Image<br />Price, Shipping, In Stock, How to Buy<br />Specifications<br />Accessories<br />Endorsements<br />Rating<br />Reviews<br />How-to Video<br />
    93. 93. Resources<br />Articles<br />Links<br />Whitepapers<br />Case Study<br />Special Report<br />Learn the Ten Rules<br />that will make you <br />Succeed.<br />Rules for Success<br />Search<br />Free 12 page report<br />Read it now<br />Navigation as Conversion Beacons<br />
    94. 94. What do we know?<br />
    95. 95. What do we know?<br />Quality Traffic + Relevant Content<br />=<br />Conversion<br />
    96. 96. What do we know?<br />The searcher we imagine<br />we are converting is <br />twisted at worst and<br />inaccurate at best.<br />
    97. 97. What do we know?<br />Touchpoint Personas<br />tell us exactly what <br />content will convert <br />our most important <br />searchers<br />
    98. 98. What do we know?<br />Touchpoint Personas<br />help us uncover better<br />keywords and create<br />more enticing ads.<br />
    99. 99. What do we know?<br />Touchpoint Personas<br />let us easily create <br />Web scenariosthat lead <br />searchers to the <br />information they need<br />to convert and buy.<br />
    100. 100. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing<br />by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis<br />Always Be Testing: The Complete Guide to Google Website Optimizer<br />by Bryan Eisenberg , John Quarto-vonTivadar <br />
    101. 101. TheConversionScientistBlog<br /><br />Email:<br />Twitter: @bmassey<br />LinkedIn:<br />Facebook:<br />Phone:<br />512.961.6604<br />Presentation Resources<br /><br />