conversion architecture - toeristen of klanten?
DESCRIPTION
Conversion Architecture presentation from a workshop in Belgium titled: "Conversion Architecture - Toeristen of klanten?". Overview on setting goals, USP, customers profiling and more. Presentation and workshop by WSI E-Services and Daronet EuropeTRANSCRIPT
Toeristen of
klanten?
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
Call before July 31st to get a quote on your basement waterproofing solution and we will give you a €100 discount. 03- 55.56.66
(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?
