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Conversion Architecture

CONVERSION ARCHITECTURETM

“Virtually all web sites have a persuasive purpose. To change what people think and do online, you need to first clarify your target outcomes and then make sure everything leads to those outcomes.”

Question: If an industry standard for conversion hovers at 2%, what might you ask?

Answer: What am I doing that is driving 98% of my audience away?

OUTLINE

Conversion, Usability, Friction

The Message “Clarity of Your Message”

How Do Viewers View Your Site “Visitor’s Sight Path”

What are You Offering “Your Unique Selling Proposition”

Who are The People Viewing Your Site “Customer Profile Creation”

How Visitors React To Information “Customer Profile to Sales Conversion”

What Makes Clients React “Calls to Action”

Your Site’s Structure: “7 essential pages +1”

WHAT MAKES IT COMPELLING?

Available to ALL

Meaningful to ONE

THE DIGITAL EXPERIENCES IS:

THE TRAFFIC-CONVERSION SCENARIO

1000 monthly visitors

2% conversion rate

20 customers a month

wants

40 customers a month

? ?2000 visitors 4% Conversions

WHAT IS CONVERSION MARKETING

Conversion Marketing

The process of taking your websites visitors and persuading them to take a desired action with the end goal of turning them into customers

Website Usability

The ability for visitors of your website to find what they are looking for easily and quickly so that they can make a buying decision

FRICTION

The degree of difficulty visitors have to navigate through the website and find what they are looking for

• Flash intro pages• PDF’s that don’t open a new window• Confusing navigation• Long forms• Hard to find contact information• Played music & sounds

CREDIBILITY AND TRUST

#1 factor

We only buy from people we trust

BUILDING TRUST

What elements can be added to build credibility in your company.

If you can’t establish trust with your visitor, you will not get the sale.

About us Associations / Certifications Contact Information Samples of Work

Warranty / Guarantee Demo / Free Trial Testimonials Quality Content

THE CLARITY OF YOUR MESSAGE

FIRST IMPRESSION

“I make up my mind about

someone within the first ten seconds & I

seldom change it”

FIRST IMPRESSION

Researches found that the brain makes decisions in just a 20th of a second of viewing a webpage.

13.2 SECONDS

"Once searchers arrive on your landing pages, you have 13.2 seconds to convince visitors that they are on the right site.”

Gordon Hotchkiss, President and CEO,

Enquiro Search Solutions, Inc

CLARITY OF YOUR MESSAGE

Average time someone spends on a home page?

25 Seconds Percent of people will scroll down a home page?

63%

Source “Prioritizing Web Usability” By: Jakob Nielson

WHAT IS THE CLARITY OF YOUR MESSAGE

You have less then a few seconds to make a first impression

You are potentially one click away from a sale or new client

You are potentially one click away from them leaving your site and going to your competitors

THE VISITOR’S SIGHT PATH

How Do Viewers View Your site

HOW PEOPLE READ ON A WEB PAGE

Source “Prioritizing Web Usability” By: Jakob Nielson

HOME PAGE LAYOUT SCHEME

YOUR UNIQUE SELLING PROPOSITION

What are You

Offering?

UNIQUE SELLING PROPOSITION

Proximus

Base

Mobistar

What separates you from

your competitors?

Professional, Reliable, “Brings People Together”

Hip, Modern, Cheap, “Freedom of speech”

The underdog, The alternative, “Always together, never alone”

3 CRITICAL FACTORS

The unique selling proposition is true and you actually can deliver on what you promise

The unique selling proposition separates you from your competitors as they do not offer this feature, or do not do it as well as you do

The unique selling proposition is valued by the customer as something they want or need

WHO ARE THE PEOPLE ON YOUR SITE?

Customer Profiling

YOUR PROSPECTS

Michel Typical Customer

Linda Just Looking

Peter The Prospect

THEY ARE ALL POTENTIAL CUSTOMERS

They want different things

They have different problems and/or needs

They are at different points within their buying cycle

Each one will make the buying decision in a different way

BUT……

THE HOMEPAGE FUNNEL

Michel Linda Peter

THE ACQUISITION FUNNEL

THE ACQUISITION FUNNEL

WAYS TO PROFILE YOUR CUSTOMERS

The problem they are having

The solution they desire

The products/services you offer

Geographically

Demographically

Who they are/how do they see themselves

Where are they in their buying cycle

PROFILING YOUR CUSTOMERS

Relate this to your current business clientele and how do you relate to different individuals and or types of people

DON’T MAKE YOUR VISITORS THINK …

MAKE THEM REACT!– Make it obvious– Keep it simple– Button styles

consistent– Navigation names

clean and meaningful

– Clickable links working

WHERE AM I?

– Main navigation, sub-navigation & other

– Breadcrumbs– Search– Navigation names –

can be optimized for SEO

– Link colours– Page names /

Headings

HOW VISITORS REACT TO INFORMATION

Customer Profile to

Sales Conversion Path

HOW DO PEOPLE BUY

Average number of times someone will visit a site before making a final decision:

“6”

PATH TO BECOME A CUSTOMER

INTERNAL PAGES

Average time someone spends on an internal page?

45 seconds Text should be written at

what grade level?

13 years old or to target audience

Average number of scrolls on a internal page?

1.3 scrolls

INTERNAL PAGES CONTENT FORMULA

Understand the problem or requirement

Benefits

Features

Informative headlines

Text can be read through scanning system

WHAT MAKES CLIENTS REACT?

Calls to Action

TWO TYPES OF PERSUASION

Every page of the website should encourage:

1. Directing the visitor to another page

2. Persuading them to take the next step in your sales cycle. Email contact

Form submitted

Phone call

In store visit

This needs to be done in both the design and the content

TAKING ACTION

If you want a customer to take an action, then you must explicitly tell them to take that action. Otherwise you are leaving it to chance.

This must be done

on every page of the website!

THE NEXT STEP

Numerous sales are lost every day because a sales person simply does not ask the customer for the sale

The same is probably true with your website

View our portfolio

To benefit from our maintenance services or to learn more call 999-999-9999 or contact us

View our testimonials

THE SPECIAL OFFER

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(1)THE DATE

(2)THE ACTUAL

OFFER/BENEFIT(3)

THE WAY TO CONTACT

7 ESSENTIAL PAGES + 1

1. Home

2. About Us

3. FAQs

4. Products or Services

5. Customer Stories

6. Information Articles

7. News Stories

+ Sales Pages

HOME PAGE

• WIIFM• Not more than 350

words• Rest of page

devoted to teasers– Products– Services– Customer stories– News stories– Informational articles

• Use faces, these attract people

ABOUT US PAGE

• Company Information– Staff– History– Your mission– Org structure

• Don’t make the mistake of putting this information on the home page

FAQ PAGE

• Address potential concerns

• Cut down on support requests

• Great for search engine queries– Write answers to

questions– Get to your

target market

PRODUCTS OVERVIEW PAGE

• One page sums up products or offerings

• Description link to more detail– Overview is

useful for visitors who want to learn more

OTHER PAGES

These pages build credibility

• Customer stories/testimonials

• Information articles • News stories

SITEMAP PAGE

• Get to any page with one click

• Used by search engines to find web pages

THE SALES/LANDING PAGE

• Improve conversion• Advertising says

what it should• Don’t send visitors to

your home page• They are called

landing pages because that’s where you land after clicking an Ad

SUMMARY

Understand who your customers are

Market directly to their need or problem

Show them what they need to see

Give them an offer they can’t refuse

Tell them how to take action

CONCLUSION

The websites that achieve this will exponentially grow in sales while the sites that don’t will ultimately fail to those who do.

The real power of the internet is in its ability to market directly to individuals, by giving them the information that they need, when they need it.

YOUR CHALLENGES

• What changes would you make to your site?

• What impact should those changes have on your visitors?

THANK YOU!

www.wsieservices.beinfo@wsieservices.be

www.daronet.euinfo@daronet.eu