Conversion
 By Jesper Åström
 jesperastrom.com
According to google.se
The Standard talk on
    Conversion?
Either...
                SEO Traffic comes Here



  <H1>                             Affiliate banner goes Here
          ...
99 cents profits!!
x 1 million Spam Pages
   = 990 000 dollars
Or...
Standard presentation on Conversion:

Which page converts the best?
Conclusion:


No one knows!
Solution:


     Test and Analyze!

• A/B split testing
• Multi variable testing
• Customer research
• Cookie tracking
Nothing wrong with
that.... it’s one frame of
            mind!
Both Aim at optimizing
     the website!
So, Let’s do something
          else!!
Let’s Optimize with
   regards to the
  Individual User!
Value Ladder
                                       Returning
                            Customer               Investmen...
What’s with the Value Ladder?


• We all get traffic to our websites
• The traffic enters in some stage of the
  Value Ladde...
Suspects
                                                   Returning
* Type ins
* Direct traffic                         C...
How do you convert a
   Suspect into a Prospect?


• Simply make them click some link that
  informs you about their inten...
Prospect
          * SEO
          * Paid Media                             Returning
          * Twitter Links

         ...
How Convert a
 Prospect into a Lead?
• You need to offer them something valuable
  enough for them to leave some id
• Depe...
E-mail subscription
        Example
• SEO Traffic looking to Buy:
  Offer them to join your Discount Weekly
  Newsletter
• ...
Lead
                     * Social Media
                     * Bought CRM
                                               ...
What Converts a Lead
  to a Customer?

• Either it is that you give them the best offer
• Or you establish a relationship
Customer     * Offer
                            * Relationship

                                             Returning
  ...
What Converts a Customer to
  a Returning Customer?



• Relationship
• Product satisfaction
Returning               * Satisfaction
                                       * Relationship



                          ...
Value Ladder
                                       Returning
                            Customer               Investmen...
So Why do we have to
    know this?
Relationships Makes
   Conversion costs lower!


• Short term strategists have nothing to earn
  from this!
• If you are w...
Cost Reduction!!
                                                   Cost
                                                 ...
And there is
One Rule to Follow to
Make this come True:
Never Break a Promise!
Thank you!
jesperastrom.com
Value Ladder Conversion : SearchMeet Stockholm 28th November 2009
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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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