The document outlines the six steps to building an online sales machine as presented by Clint Macklin and Matt Dombrow. The six steps are: 1) information gathering, 2) content development, 3) design, 4) functionality, 5) the three laws of online marketing, and 6) converting clicks to customers. Key aspects of each step are defined, such as developing a site map and call to actions in the content step, and focusing on language and value in the laws of online marketing step. The goal is to use iterative testing to maximize conversion rates at each step of the process.
Preparing to Manage Social Media in a Crisis
Social media has changed crisis management exponentially. It has become the primary source for news as it breaks, to maintain a connection to the crisis, and to reach out to ask questions, comment, or get support. Consumers flock to find the ‘official’ page of the business within search, and their official channels on Social Media. This presentation from Matt Lynch explores best practice across Search Engine Optimisation and Social Media for the Crisis Management Leaders Summit, Perth 2015 #gocrisis #voriantraining
Do you find yourself getting frustrated with websites because you can’t find what you’re looking for?
One of the most common issues found on websites is the lack of attention to detail to the specific design elements that users engage with. CRO or Conversion Rate Optimisation has now become an extremely important factor to increase engagement and conversions.
Websites that have high traffic volume but low conversions will in most instances have design flaws in their website structure which are limiting user engagement with their website.
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
2017 06-test withintelligence-conversioneliteTim Stewart
Full deck from Conversion Elite 2017 with additional slides and further on slide notes added. Covers the concept of understanding where you are in the user relationship and which additional metrics to consider when planning tests as well as those which you are trying to optimise in an MVT or AB test
Preparing to Manage Social Media in a Crisis
Social media has changed crisis management exponentially. It has become the primary source for news as it breaks, to maintain a connection to the crisis, and to reach out to ask questions, comment, or get support. Consumers flock to find the ‘official’ page of the business within search, and their official channels on Social Media. This presentation from Matt Lynch explores best practice across Search Engine Optimisation and Social Media for the Crisis Management Leaders Summit, Perth 2015 #gocrisis #voriantraining
Do you find yourself getting frustrated with websites because you can’t find what you’re looking for?
One of the most common issues found on websites is the lack of attention to detail to the specific design elements that users engage with. CRO or Conversion Rate Optimisation has now become an extremely important factor to increase engagement and conversions.
Websites that have high traffic volume but low conversions will in most instances have design flaws in their website structure which are limiting user engagement with their website.
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
2017 06-test withintelligence-conversioneliteTim Stewart
Full deck from Conversion Elite 2017 with additional slides and further on slide notes added. Covers the concept of understanding where you are in the user relationship and which additional metrics to consider when planning tests as well as those which you are trying to optimise in an MVT or AB test
This game is similar to Family Feud, but for digital sales teams. Have a little fun while testing the knowledge of the reps to know what to work on in other training groups and/or individual sessions.
How Images Drive Conversions: 15 Ways Images Can Improve Conversion RatesScott Albro
This presentation is based on the original blog post How Images Drive Conversions: 15 Ways Images Can Improve Conversion Rates. You can view the original post here: http://blog.topohq.com/how-images-drive-conversions-15-ways-images-can-improve-conversion-rates/
Presentation given to IxDA Singapore on art of persuasive design.
Is your landing page conversion rate low? Do users keep missing your big “Subscribe” button? Do users miss your cross-sell popup? Chances are this lack of action has got to do with low motivation. People may not be motivated even if you make the font size bigger. Motivation is driven by internal, emotional triggers rather than external ones.
The good news is that we can use the science of influence and persuasion to motivate people to take action. We call this the art of persuasive design.
In this session, we will share examples of persuasive design strategies such as reciprocity and social proof to drive action.
This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.
Landing Page Optimization: 6 Years of Testing Distilled Into 5 Critical LessonsTaboola
On Wednesday, October 14th, Michael Aagaard (Sr. Conversion Optimizer, Unbounce) and Inbar Yagur (Sr. Content Strategist, Taboola) led a webinar discussion on landing page optimization. Topics included:psychological principles that help you design effective pages, how to conduct solid, data-driven user research, and more.
Transforming your email marketing - 2014Sign-Up.to
Understand the 6 key competencies of email marketing, assess your current strengths and weaknesses and get practical tips and insights to improve your results.
A/B Test ideas to Optimize The B2B FunnelOptimizely
Your company’s success depends on your ability to win key accounts, but coming up with new testing ideas to keep key accounts engaged throughout a long deal cycle can be a challenge for even the most creative of thinkers. This session will unpack the B2B buyer’s journey on your site, revealing test ideas that optimize every stage of the B2B funnel, impact key business KPIs and leverage account-based marketing tactics to deliver a seamless experience to your target accounts.
This game is similar to Family Feud, but for digital sales teams. Have a little fun while testing the knowledge of the reps to know what to work on in other training groups and/or individual sessions.
How Images Drive Conversions: 15 Ways Images Can Improve Conversion RatesScott Albro
This presentation is based on the original blog post How Images Drive Conversions: 15 Ways Images Can Improve Conversion Rates. You can view the original post here: http://blog.topohq.com/how-images-drive-conversions-15-ways-images-can-improve-conversion-rates/
Presentation given to IxDA Singapore on art of persuasive design.
Is your landing page conversion rate low? Do users keep missing your big “Subscribe” button? Do users miss your cross-sell popup? Chances are this lack of action has got to do with low motivation. People may not be motivated even if you make the font size bigger. Motivation is driven by internal, emotional triggers rather than external ones.
The good news is that we can use the science of influence and persuasion to motivate people to take action. We call this the art of persuasive design.
In this session, we will share examples of persuasive design strategies such as reciprocity and social proof to drive action.
This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.
Landing Page Optimization: 6 Years of Testing Distilled Into 5 Critical LessonsTaboola
On Wednesday, October 14th, Michael Aagaard (Sr. Conversion Optimizer, Unbounce) and Inbar Yagur (Sr. Content Strategist, Taboola) led a webinar discussion on landing page optimization. Topics included:psychological principles that help you design effective pages, how to conduct solid, data-driven user research, and more.
Transforming your email marketing - 2014Sign-Up.to
Understand the 6 key competencies of email marketing, assess your current strengths and weaknesses and get practical tips and insights to improve your results.
A/B Test ideas to Optimize The B2B FunnelOptimizely
Your company’s success depends on your ability to win key accounts, but coming up with new testing ideas to keep key accounts engaged throughout a long deal cycle can be a challenge for even the most creative of thinkers. This session will unpack the B2B buyer’s journey on your site, revealing test ideas that optimize every stage of the B2B funnel, impact key business KPIs and leverage account-based marketing tactics to deliver a seamless experience to your target accounts.
Radically Improve Conversion Rates - eMSF 2009Kayden Kelly
See how to methodically and radically improve your conversion rate through quantitative and qualitative tools like Google Analytics, Website Optimizer, Crazy Egg, 4Q Survey and more.
Conversion Rate Optimization Workshop by Ali Raza Ali Raza
A brief Conversion Rate Optimization Workshop by Ali Raza with various factors being discussed which includes
Introduction to Conversion Rate Optimization
Why CRO is Important for your website and Business?
Understanding Visitors Psychology
How to create a compelling and clear value proposition? [Working on your Unique Competitive Edge]
How User Experience Can Differentiate ‘CRO’ for Your Business?
How Event Based Promotions Increase the ‘CRO’ for Your Business?
How Much Important ‘Urgency’ Factor in Your Creatives?
How Important is Emotional Resonance?
Communicate Value - Why Pay?
Testimonials - Case Studies - Proof’s how they can help your business.
Remove distraction - Consumer is Lazy!
What is A/B testing?
How to do A/B testing to determine what is working best for your business?
Landing Page A/B Testing Samples
Several Case Studies Discussed.
Different tools which can help you with Conversion Optimization, A/B Testing and how you can record
User Behavior on your website.
You can visit my blog at http://aliraza.co
Regards
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
How to create better A/B tests based on user researchAGConsult
A/B testing is great. But if you just go around testing every idea that pops into your head, you could be in for a lot of testing. And ultimately, bitter disappointment.
I’ll show how to come up with ab-tests that will really make a difference by doing user research (analytics, targeted surveys, user session recording, user testing, …).
From Search to Transaction: How to Master the Customer ExperienceBotify
When it comes to purchases, two things are critical: driving visitors to your website and ensuring a positive experience once they’re there. In this joint webinar, Petra Kis-Herczegh, SEO Solutions Consultant at Botify is joined by Hamish Bones of customer experience optimisation experts, AB Tasty. Learn how to create the most relevant, optimised journey from discovery through to transaction.
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
How to have a killer ecommerce web site?Ali Tavanayan
In this slides with was a part of an event at
"Vancouver-Entrepreneurs-Group-Business-Network"
which named:
"The Art & Science Of Money Making Websites: Turn Your Site Into A Cash Machine"
It is about how to have The website that KILLs your customers’ resistance & SELLs your products!
How to have a killer ecommerce web site?Ali Tavanayan
In this slides with was a part of an event at
"Vancouver-Entrepreneurs-Group-Business-Network"
which named:
"The Art & Science Of Money Making Websites: Turn Your Site Into A Cash Machine"
It is about how to have The website that KILLs your customers’ resistance & SELLs your products!
How to optimize your nonprofit website like a bossWhole Whale
Presentation from NTEN + AdCouncil Webinar
Discuss the ins and out of website metrics and strategies for nonprofits. He’ll also share some lessons learned while he was CTO of Do Something, where he helped build their community of over 1.5 million young people. This webinar is hosted in partnership with the Ad Council, and is free of cost to attend.
Key Takeaways:
Setting up the right metrics to properly track and analyze what’s most important to your organization
The joys and pitfalls of email capture
The finer points of A/B testing
Ecommerce Design,
ecommerce conversion rate optimization,
tips for ecommerce success,
how to generate more leads and find customers,
medical supply websites,
medical supply website design,
increase conversion rate ecommerce,
Slides Joni Hoadley recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: Every good product manager should listen to the voice of their customers. The key is using the right data to inform and influence your product decisions.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
The Six Steps to Building an Online Sales Machine
1.
2. The Six Steps to Building an Online Sales Machine
Presented By
Clint Macklin
&
Matt Dombrow
3. Founded in 2002
Ranked in the "Top 10 Web Firms" by the Denver Business Journal in
2008, 2009, 2010, 2011, 2012 and 2013.
Numerous awards from IAVA to W3.
Community involvement:
Alliance for Choice in Education
Court Appointed Special Advocates for Neglected Kids
SBDC Mentor Walk as a mentor for 2 years now
4. • Founded in 2007
• Paid Online Advertising Experts
• Advertising + Conversion = Max ROI
• Matt named a Top 40 Digital Marketing Strategist in US by
the Online Marketing Institute
5. Agenda For Building A Sales Machine
1. Information Gathering
2. Content
3. Design
4. Functionality
5. 3 Laws Of Online Marketing
6. How To Convert Clicks to Customers
9. Other Questions to ask your self:
• What is the purpose of the site?
• Do you want to provide information,
promote a service, lead generation etc.?
• What are your goals for this new site?
• What do you hope to accomplish by
building this web site?
• Is there a specific group or demographic of
people that you are targeting?
• What kind of information will the target
audience be looking for on your site?
23. Video Stats
89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)
Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts
Amherst and Akamai Technologies)
52 percent of consumers say that watching product videos makes them more confident in online
purchase decisions. (Invodo)
Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users.
(NPD)
Mobile video ads that include social media buttons drive 36 percent higher engagement. (Rhythm
NewMedia).
76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook,
Twitter and blog integration. (Social Media Examiner)
92 percent of mobile video viewers share videos with others. (Invodo)
38. Which Image Enticed 37.2% More Prospects to Submit a Lead Generation Form:
The Product Itself or The Product Benefit?
Version A
Version B
Version A generated 37.2% more leads
40. The Formula for 100% Conversion
Click
Why?
Register
Name
Email
41. The Formula for 100% Conversion
If You Do This
Email
< I This for That That = Conversion
Will Give You
42. The Four Options for Action
1. Take action on your website
2. Take action with a competitor
3. Take an alternative action
4. Take no action
43. Simple Formula for Conversion - Remix
Your visitors will convert on your website when the perceived value
of taking action exceeds the perceived value of
1. taking action with a competitor;
2. taking an alternative action; or
3. taking no action.
Action
Assumes visitors can take action
Value
48. Which Option Occurs as the Best?
Home
Products
About
Contact
Products for Killing Mice
Your Visitor’s Perception
is Decisive and Subjective
View Powerful
View Child Safe
Killing Products
Products
50. We Evaluate Options Using Language
•
This website has a cheaper price.
•
I like this color better.
•
This video looks interesting (or not).
•
This Google result seems most relevant.
•
This facebook page is awesome (or lame).
60. Value Based Language Example
Opportunity for Action
How it Occurs
•
•
Why?
Its going to show up on my
timeline, does it reflect
positively on me?
61. Value Based Language Example
Opportunity for Action
How it Occurs
•
•
•
•
And Receive Discounts
I like discounts.
What kind of discounts?
What's the catch?
Still not sure I want it on my
timeline.
62. Value Based Language Example
Opportunity for Action
How it Occurs
•
•
•
And Receive 1 Month of Yoga
Classes for Free – No Catch
I pay $75 bucks a month.
That’s awesome.
Hell yeah I’ll like that page.
74. Unique | Specific | Relevant
• I stayed in a a top 300 successful
Performed Holiday Inn
have been over surgeon in
Express last night.
brain for many
Austin surgeries years.
• Named #1 brain surgeon in the
US by Time Magazine.
Anyone know a good brain
surgeon?
86. Free Trial Details (No Fine Print or
Gimmicks)
• You get an entire box of 10 PepPods for FREE
• Shipping is only $2.95
• Your free box comes with a PepPod
membership. Members receive a convenient
30 day supply of zero sugar PepPod (30 servings @ $1.49 per serving) with FREE
SHIPPING each month.
• If you don’t want to maintain your membership, don’t worry. Canceling your
membership is SUPER SIMPLE. Your confirmation email will have a link to our
membership cancellation page. One click and you will never be charged. Get your
free trial now.
89. Match image to
traffic source
No connection to
Athlinks brand.
Highlight Form
Highlight Risk Free
Video good or bad?
Where is the
product?
90. Background makes
page pop.
Move Product
Above the Fold
Co-Branding for
Consistency & Trust
Reduce Anxiety
Highlight Benefits
Clean form with
eye-catching button
Pulled out the gem
from the video.
91. 120% Lift in Conversions in Head to Head A/B Test
95. First element on page increases anxiety
It is not clear what “system” means. Is that
the phones? What about service? The info is
there, but it is not clear.
Two simple options is good. The main point
Two simple options is good. Main point of page
of this page clickthrough to features.
is generate a is to generate a click-through to
the features page. Everything
Everything else is a distraction. else is a
distraction.
The main conversion action for this page is
hidden.
96. Inconsistent navigation, along with an
increased number of choices raises
anxiety and negatively impacts the
usability of the site.
This page is repetitive when compared to
the first page. We are unnecessarily
adding an extra layer to the conversion
funnel.
All we are trying to do is sell the idea of
calling. We don’t need to provide every bit
of information about the phones at this
point.
97. Neither the name or the image accurately
depicts what this box is. Also, this is not
the proper point in the buying process to
encourage someone to download user
guides.
The user tests indicated that people like
these boxes. However, the entire page can
be a bit overwhelming. Simplification and
focus should increase usability and
reduce anxiety.
We need to lead them to the next step in
the conversion funnel within the body
area.
98. Pricing matrix is confusing. Must be
dramatically simplified.
Outlining too many options and showing
additional pricing raises massive anxiety
about being charged for every little thing.
It destroys trust that your savings claims
are real.
We must do a better job of selling the
value of making the call. What will
happen?
Pricing page may be the last stop for
many visitors before exiting or making the
call. We need to reinforce our USP’s and
back them up with testimonials.
109. Step #1 – Focus on the Action
Focus on a specific opportunity for action
What is the specific action I want to persuade people to take?
What am I really requesting and what am I offering in return?
Watch a video = spend time
Sign up for eNewsletter = provide private information and reading time
Buy a product = give me money and private information
Research how the opportunity is occurring for your visitors
User testing, surveys, online feedback pop-ups, etc.
Review analytics (bounce rates, conversion rates, operating system, etc.)
Use event tracking for videos and other advanced actions
Compare to your competitors
Do a search for your keyword and look at the other ads
How do your competitors talk about their options for action?
110. Step #2 – Shift to a Conversation Mindset
Evaluate the “language” you are using
What are the colors and design of my site saying?
Is the opportunity for action featured appropriately? Are there too many opportunities?
What language tools could I add or subtract to call attention to the opportunity for action?
Examples: Size, shape, movement, color, copy, video, images, sound, etc.
Outline the conversation for conversion
What questions do people have about this opportunity for action?
What do your sales people say that works?
Which paid search ad copy has the best click through rates?
What gets the most likes on your facebook posts?
What are people thinking in their head and in what order?
KEY POINT: Remember that the conversation about this specific opportunity for action is part of
the larger conversation about your company AND industry. It does not live in a vacuum.
111. Step #3 – Have a Valuable Conversation
What do my visitors truly value?
How can I make the value more specific?
How can I make the value more relevant?
How can I make the value more clear?
How can I make the value more unique?
How can I make the value more authoritative?
How can I reduce perceived risk?
What additional value can I offer?
How can I make it easier?
How can make it more exciting?
Action
Value
