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Conversion Strategies That Turn Searchers into BuyersPresented by:Brian MasseyConversion Scienceswww.conversionscientist.com/pubcon
There are Two Keys to Search Conversion
Quality Traffichttp://www.sxc.hu/profile/rolve
Relevant KeywordsGood OrganicsRelevant AdsQuality Traffichttp://www.sxc.hu/profile/arki
Relevant Site Contenthttp://www.sxc.hu/profile/bizior
UsefulClearUsableRelevant Contenthttp://www.sxc.hu/profile/bizior
Who determines what is UsefulClearUsableRelevant?Your Searchershttp://www.sxc.hu/profile/asifthebes
Duh
To increase conversion, we’ll explore:
To increase conversion, we’ll explore:Who you’re currently selling to (you might be surprised)
To increase conversion, we’ll explore:How to organize what you know about your searchers
To increase conversion, we’ll explore:How to know exactly what to put on your Web site
To increase conversion, we’ll explore:How to help searchers find it.
Your Searcher PersonaYes, you have one
The ideal young male…Your Default Persona: The Perfect Customer
…oh, and some are female…Your Default Persona
He may live in the north…
…or in the South…
She is well off…
…in some cases.
He makes spending decisions quickly...
…but she needs a great dealof information to make adecision.
He makes decisionson  his own…
…but follows trends   set by others.
How do you market coherently to this kind of searcher?
With Mixed Messages and Irrelevant ContentSponsored LinksParka-loungerSun or snow, it doesn’t matter You can enjoy the outdoorswww.buyschtuff.comCross-dressersMen, let your feminine side shineWomen, get your man onwww.buyschtuff.com26-Step Quick PurchaseDownload our 12-page reportand order your products faster!www.buyschtuff.com
Break Brad into his individual piecesand market to them
How do you organize what you know about your customers so that you can take action?Sales DataSegmentationStudiesAnalyticsFocus GroupNotesIndustry ResearchProduct Specs
Touchpoint PersonasForm a Bridge between Data and Action
Touchpoint:“A point of contact between a firm and its customers.”Dave Evans, Social Media Marketing: An Hour a Day
Touchpoint:Your Web SiteDave Evans, Social Media Marketing: An Hour a Day
Persona:“A representative of the typesof customers that make your business successful.”http://www.sxc.hu/profile/homyox
Touchpoint Persona:“A representative of the types of Searchers that make your business successful.”
Touchpoint PersonasEasy to CreateFocused on Web ConversionGet Everyone on the Same PageTell you exactly what to do
Your Web site has 3 or 4 visitors coming from thousands of different places.Who are they?  Why are they visiting? What information do they need to take action?How do they like to receive information?
The Components of a Touchpoint PersonaDemographicsCustomerCommentaryDecision-makingModeStrategyConversionPointsFunnelPointsPoints of ResolutionConversionBeacons
Where does someone making $175,000 per year live?MascotDemographicsDesignerCopywriter
Demographics tell you where to find your prospects and which media to deliver content through
GenerationalBoomer/SilentGeneration XMillennialBroadcastEmailSocial Media
Customer CommentaryIn the searcher’s words, why did they come looking for this solution today?
“I need a plumber…”Customer Commentaryhttp://www.sxc.hu/profile/pepohttp://www.sxc.hu/profile/hamletnc
“I NEED A PLUMBER!”\Customer Commentary
Customer Commentaries will expose unexpected keyword strategies
Decision-making ModeCompetitiveLogicalMethodicalSpontaneousEmotionalHumanistQuick DecisionsSlow DecisionsBrian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?
Decision-making ModeLogicalMethodicalCompetitiveHumanistSpontaneousEmotionalQuick DecisionsSlow DecisionsPhotos Wikipedia
Decision-making ModeLogicalMethodicalCompetitiveHumanistSpontaneousEmotionalQuick DecisionsSlow DecisionsPhotos Wikipedia
Killing Brad Pitt: Define and Understand Your Visitors
PRSearchAffiliatesSocialNetworksSEMDirect TelephoneTVContestsSalesApps &WidgetsBlogsAdsEmailHomePageLandingPageProductPageBlogCategoryPage?Funnel PointsWhere are they coming from?Where do they land?http://www.sxc.hu/profile/mmayerle
Thanks to the search engines,any page can be a landing page.
Points of Resolution What pieces of information does the searcher need to feel comfortable taking action?
Points of ResolutionProcessAppeal toOthersCase StudiesNewnessSpecificationsLogicalBrandSamplesCompetingSolutionsRatingGuaranteeStandardsEndorsementsMethodicalCompetitiveHumanistSpontaneousColorCredibilityTestimonialsDeliveryEase-of-useCompanyReviewsEmotionalDiscountsSizeTrustworthinessPriceReturn PolicyFeeling of OwnershipQuick DecisionsSlow Decisions
Points of Resolution tell you exactly what to put on your site.Articles, white papers, copy points, pages, presentations,bios, news, reviews, ratings, pricing, delivery…
Points of Resolution will expose unexpected offers for your Ads
How will this searcher to take action?Conversion BeaconsThe first (or next) step in a conversion processhttp://www.sxc.hu/profile/michu633
Add to CartCheckoutSubscribeTrial SignupSample RequestContact FormDownloadTell a FriendRead an articleView the VideoConversion Beaconshttp://www.sxc.hu/profile/michu633
How do you know when this person has achievedtheir goal?Conversion PointsThe ways you measure the completion of an actionhttp://www.sxc.hu/profile/eranbecker
Confirmation PageOpt-in ConfirmDownloadCall loggedCoupon UsedDiscount CodeLoginConversion PointsThe ways you measure the completion of a conversionhttp://www.sxc.hu/profile/eranbecker
StrategyConversion is a set of strategies, not landing pagesStrategy
eCommerceProduct PagesNavigationShopping Cart
Considered PurchaseHome PageHouse List EmailLanding Pages
How Many Personas Are we talking about?Two to Four will Do
Example: Conference CenterPenny is the Director of Conferences for  Mietex, a $400 million company located in Houston, Texas. She will directly influence $300,000 to $400,000 in convention center revenue over time.METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action.Penny PlannerFemaleAge: 41
Killing Brad Pitt: Define and Understand Your Visitors
Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/pubcon
From Persona to Scenario
CompetingSolutionsSpecificationsCase StudyProcessTestimonialLatestAppeal toOthersSamplePricePopularityBrandDiscountsRatingEase-of-useColorEndorsementsSizeDeliveryReviewsStandardsHow do I order?Point of Resolution
Ad
Link
Navigation Item
Button
Landing Page
Shopping Cart
EmailConversionBeacon
Confirmation Page
Opt-in Confirm
Download
Time on page
Call logged
Coupon Used
Discount Code
LoginConversionPoint
ConversionPointConversionBeaconPoint of Resolution
ConversionPointConversionBeaconConversionPointPoint of ResolutionPoint of ResolutionPlacing Conversion Beacons with a Point of Resolution
ConversionPointConversionBeaconConversionPointPoint of ResolutionPoint of ResolutionPlacing Conversion Beacons with a Conversion Point
ConversionBeaconBuilding a Scenario through Points of Resolution
Conversion ScenariosAdLanding PageOrder ProcessConfirmationPageFulfillmentNotificationEmailConfirmationEmail
Conversion ScenariosAdLanding PageOrder ProcessConfirmationPageFulfillmentConfirmationEmailNotificationEmail
Conversion ScenariosAdLanding PageOrder ProcessConfirmationPageFulfillmentConfirmationEmailNotificationEmail

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Killing Brad Pitt: Define and Understand Your Visitors

Editor's Notes

  • #38: Why demographic segments fail us.
  • #60: Consumer/eCommerceVisitor Action: PurchaseSource of Visitors: Advertising, RepeatContent: Solving Specific ProblemPurchase Cycle: Spontaneous/ShortProduct: Independent of Web Site
  • #61: Example