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Value Ladder Conversion : SearchMeet Stockholm 28th November 2009

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A presentation held at Searchmeet Stockholm. The presentation covers the fundamentals in individual conversion theory with regards to the steps a user goes through until they become a returning customer.

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Value Ladder Conversion : SearchMeet Stockholm 28th November 2009

  1. 1. Conversion By Jesper Åström jesperastrom.com
  2. 2. According to google.se
  3. 3. The Standard talk on Conversion?
  4. 4. Either... SEO Traffic comes Here <H1> Affiliate banner goes Here <H1> Affiliate AdSense links banner Content goes Here Internal go here links goes Here go Here AdSense Here Content goes Here
  5. 5. 99 cents profits!!
  6. 6. x 1 million Spam Pages = 990 000 dollars
  7. 7. Or...
  8. 8. Standard presentation on Conversion: Which page converts the best?
  9. 9. Conclusion: No one knows!
  10. 10. Solution: Test and Analyze! • A/B split testing • Multi variable testing • Customer research • Cookie tracking
  11. 11. Nothing wrong with that.... it’s one frame of mind!
  12. 12. Both Aim at optimizing the website!
  13. 13. So, Let’s do something else!!
  14. 14. Let’s Optimize with regards to the Individual User!
  15. 15. Value Ladder Returning Customer Investment in Time Lead or Money Prospect Suspect Customer Value
  16. 16. What’s with the Value Ladder? • We all get traffic to our websites • The traffic enters in some stage of the Value Ladder • To climb a step in the Value Ladder you need some form of conversion
  17. 17. Suspects Returning * Type ins * Direct traffic Customer Investment in * Non referring websites Time Lead or Money Prospect Suspect We know nothing about them! Customer Value
  18. 18. How do you convert a Suspect into a Prospect? • Simply make them click some link that informs you about their intention on your website!
  19. 19. Prospect * SEO * Paid Media Returning * Twitter Links Customer Investment in Time Lead or Money Prospect Suspect You know they are interested in doing something you want them to do! Customer Value
  20. 20. How Convert a Prospect into a Lead? • You need to offer them something valuable enough for them to leave some id • Depending upon how they reached the page, you should be able to give them a relevant value
  21. 21. E-mail subscription Example • SEO Traffic looking to Buy: Offer them to join your Discount Weekly Newsletter • Social Media traffic looking for info: Offer them to join your Weekly Updates on related articles
  22. 22. Lead * Social Media * Bought CRM Returning Customer Investment in Time Lead or Money Prospect You know who they are and what they are interested Suspect about, as well as how you can contact them. Customer Value
  23. 23. What Converts a Lead to a Customer? • Either it is that you give them the best offer • Or you establish a relationship
  24. 24. Customer * Offer * Relationship Returning Customer Investment in Time Lead You know what they want or Money to buy, or what they need and so your relationship Prospect decides the price. Suspect Customer Value
  25. 25. What Converts a Customer to a Returning Customer? • Relationship • Product satisfaction
  26. 26. Returning * Satisfaction * Relationship Returning Customer Investment in You know a lot Time Lead about them and or Money can sell them what they Prospect desire! Suspect Customer Value
  27. 27. Value Ladder Returning Customer Investment in Time Lead or Money Prospect Suspect Customer Value
  28. 28. So Why do we have to know this?
  29. 29. Relationships Makes Conversion costs lower! • Short term strategists have nothing to earn from this! • If you are working on a brand you have everything to earn from knowing this!
  30. 30. Cost Reduction!! Cost Per Returning Sale Customer Value Customer Lead One Time Costs Prospect Suspect
  31. 31. And there is One Rule to Follow to Make this come True:
  32. 32. Never Break a Promise!
  33. 33. Thank you! jesperastrom.com

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