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In my presentation at Innotech eMarketing Summit, I took the audience through a simple evaluation to determine what marketing pattern their Web site follows and put forth the three strategies that they had to ace in order to convert traffic to leads and sales.
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November 6, 2008Brian MasseyBrian Massey
Conversion Sciencesbrian@ConversionScientistcom
Where do you Start?
Image: Dave McClure, www.500hats.com
Th S l F l A li d t Y SitThe Sales Funnel Applied to Your Site.
i itThe questions we should ask ourselves about our visitors.
Which of five basic Web site patterns apply to you.
Which Web strategies will make you successful.
Personas
SearchAnalytics
Prospects become aware of your offering as a solution to a class of problemclass of problem
Prospects explore your offering as a solution to their problem.p
Prospects select your offering as a solution to their problem.
Prospects become aware of your offering as a solution to a class of problemclass of problem
Prospects explore your offering as a solution to their problem.p
Prospects select your offering as a solution to their problem.
What do you want your visitors to li h?accomplish?
Why are your visitors visiting?What do your visitors want to see?What do your visitors want to see?How do your visitors want to take action?take action?How will your visitor use what you offer?
Get out a piece of paper and …
Buy Read Contact You
YYour Sales Channel
W dWord of Mouth
Word
Marketingincluding Search and Social Marketing
RepeatCustomers
About SolvingProblems
User GeneratedAbout You About YourProducts ProblemsProducts
Spontaneous Purchase Considered Purchase
Offline Online
Pattern Action Source Content Purchase Used/S R d S l Ch l Ab M C id d Offli O liBrochure/Sales
SupportReadContact
Sales Channel About MeAbout Product
ConsideredSpontaneous
Offline, Online
Information Portal/Thought
ReadBuy
Marketing Solve Problem Spontaneous OnlinePortal/Thought Leadership
Buy
Consumer/eCommerce
Buy MarketingWord of Mouth
Solve Problem Spontaneous OfflineeCommerce Word of Mouth
RepeatersConsidered Purchase
ReadContact
MarketingSales Channel
Solve Problem Considered Offline, Online
Site as a Service
ReadBuy
MarketingWord of MouthRepeaters
Solve Problem ConsideredSpontaneous
Online
Prospects can spend weeks or months considering your solution and securing budget to purchase it.
Design
Home Page
Contact Info
Home Page
Navigation
Invitations/Social Features
Product Pages
Category Navigation
Shopping Cart
Home Page
House List Email
Landing Pages
Demo or Trial
User Email
Purchase Process
Pattern Awareness Consideration Action/S D i H P CBrochure/Sales
SupportDesign Home Page Contact
Information Portal/Thought
Home Page Navigation Invitations/SocialPortal/Thought LeadershipConsumer/eCommerce
Product Pages Category Navigation TransactioneCommerceConsidered Purchase
Home Page House List Email Landing Pages
Site as a Service Demo/Trial User Email TransactionSite as a Service Demo/Trial User Email Transaction
Product Descriptions
User-generated
Product DescriptionsWeekly Specials
BlogWhitepaper
Seminar PodcastUser generated
Discounts
Article ReportWorkshop Video
S t k
Discounts
WebinarFree Consultation
Sweepstakes
StoriesDemoEmail Notifications
QuestionnairePi t
Stories
NewsPictures
What questions to ask
Your unique Web pattern
The three strategies gyou should to focus on
How your to generate content for your strategies
On the Web Blog: www.ConversionScientist.com
On Facebook Fan Page: Web Strategies for Businesseshttp://www.facebook.com/pages/Austin-Texas/Web-Strategies-for-Businesses/
By Email brian@conversionscientist.com
Twitter www twitter com/bmasseyTwitter www.twitter.com/bmassey
LinkedIn www.linkedin.com/in/bmassey
By Phone Brian: 512 961 6604By Phone Brian: 512.961.6604
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