how to get more conversions from any website
TRANSCRIPT
How To Get More
Conversions From Any Website
Too many websites
accidently repel visitors
They came,they puked,
they left
Avinash KaushikDigital Marketing Evangelist
How do you stop them from
puking and leaving?
Every visitor to your website wants the answer to one critical question
“Will this websitesolve my problem?”
Every visitor has 2 voices arguing
in their head
A positive angel
and a miserable devil
Angels look for…
• Reasons to stay • Rewards and benefits
Devils look for…
• Reasons to leave• Risks
Your visitors are wary and risk averse
Reward Risk
So the devil has the upper hand
Your website has4 to 8 seconds
to grab visitors’ attention, or they’ll leave
So a strong first impression
is vital
When your visitor believes the
rewards are greater than the risks, they’ll stay
Reward Risk
Reward must beat risk
But when they think the risks are too great,
they’ll rush to leave
Reward Risk
Never let risk beat reward
As long as your visitor’s perceived reward beats their
perceived risk they’re more likely to act
Reward must beat risk on every page
Every page must build or reinforce the
rewards, or lower the risk
Or you’ll lose visitors
Let’s look atsome
examples
3 examples
1. Immediate rejection2. Premature proposition3. Abandoning the goal
1. Immediate Rejection
Every visitor to your website wants the answer to one critical question
Will this website solve my problem?
They must be given3 instant answers
to these questions…
1. Where am I?2. What’s your offer?3. Why should I choose you?
1. Where am I?
Does what I see on my screen (without scrolling)
look relevant to my search?
2. What’s your offer?
Does what I see on my screen (without scrolling)
show me what you can do for me?
3. Why should I choose you?
Does what I see on my screen
convince me to stay and find out more?
Angels win when…
• The page is very relevant to their search
• Immediate reason to stay• Positive first impressions
Devils win when…
• Mismatch to their search• They have to scroll down• Looks like a waste of their
time…
How to avoid immediate rejection
• Your headline• Your photo• Your benefits
Weapons to avoid immediate rejection
Attention grabbing headline
• Your headline is vital• It’s more important than
design, photos, videos or anything else
Confidence building photo
The closer your photo is to the ideal outcome they are
searching for, the more likely they are to stay
Bullets to hook their interest
• Use captivating bullets• Explain why your offer is
the best• Keep it simple
2. Premature proposition
Buy Now!!!
Your customer buys when they
want to buy, not when you want to sell
They won’t buyuntil their reward
beats the risks
Reward Risk
Reward must beat risk
Too many websitestry to force a sale
before their visitors are ready
Reward Risk
Risks beat the rewards
Boost the rewardsand
lower the risks
Build theirinterest
and desire
Give value to your visitors
• a free video• a helpful report or• a free trial……in exchange for their e-mail
The aim is to begin a relationship, so you can build
their trust and confidence in your service
So that when they’re ready to buy they choose
you
3. Abandoningthe Goal
Is there anything more frustrating
than leading a visitor to the brink of taking action
only for them to disappear?
It happens all the time
A website persuades a visitor to act
Then…
It hits them witha cold, sinister payment page
Suddenly there are…
• no rewards• no reminders of the
benefits
Just a page demanding…
• credit card details• name and address• telephone number
Risk
A page that looks too risky
So they leave
How can you persuade them to score?
Reward Risk
Keep reassuring them
Remind them why completing the action is such
a good decision for them
Lower their risks
• show your guarantee• add some testimonials• add a trust icon to prove
your cart is secure
Break an intimidating
process into baby steps
Learn from
and remove distractions
Little baby steps and every click takes you
closer to buying
There’s no menu on their checkout pages.All distractions
have been removed
Let’s wrap up
Reward Risk
Rewards must beat the risks
Here are some ideas to test on your
website
• Headlines• Photos• Bullets• Offers
• Benefits• Easy next
steps• Simplicity
Angels Respond to…
• Guarantees• Social Proof• Contact
details• Clarity
• Trust icons• No hype• Testimonials• Fast loading
pages
Devils Are Calmed By…
Thank you
Steven Hourston Internet marketing specialist
+44 207 112 8814