Embed Size (px)
DESCRIPTION
Every Web site is different, but if you want your Web site to help your business grow, your site will fall into one of five categories. For each of these categories, there are three strategies that you must get right to be successful online. Brian Massey will take you through the process of identifying which pattern your site belongs to, and then show you the strategies that you must ace to turn visitors into leads and sales.
Citation preview
Where do you Start?
Image: Dave McClure, www.500hats.com
The questions we should ask ourselves about our visitors.
Which of five basic Web site patterns apply to you.
SearchAnalytics
Personas
Prospects become aware of your offering as a solution to a class of problem
Prospects explore your offering as a solution to their problem.
Prospects select your offering as a solution to their problem.
Prospects become aware of your offering as a solution to a class of problem
Prospects explore your offering as a solution to their problem.
Prospects select your offering as a solution to their problem.
• What do you want your visitors to accomplish?
• Why are your visitors visiting?• What do your visitors want to see?• How do your visitors want to
take action?• How will your visitor use what you offer?
• Get out a piece of paper and …
Buy Read Contact You
Your Sales Channel
Marketingincluding Search and Social Marketing
Word
Word of Mouth
RepeatCustomers
Offline Online
Spontaneous Purchase Considered Purchase
About SolvingProblems
User Generated
About You About YourProducts
Pattern Action Source Content Purchase Used
Brochure/Sales Support
ReadContact
Sales Channel About MeAbout Product
ConsideredSpontaneous
Offline, Online
Information Portal/Thought Leadership
ReadBuy
Marketing Solve Problem Spontaneous Online
Consumer/eCommerce
Buy MarketingWord of MouthRepeaters
Solve Problem Spontaneous Offline
Considered 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
Category Navigation
Product Pages
Shopping Cart
House List Email
Home Page
Landing Pages
User Email
Demo or Trial
Purchase Process
Pattern Awareness Consideration Action
Brochure/Sales Support
Design Home Page Contact
Information Portal/Thought Leadership
Home Page Navigation Invitations/Social
Consumer/eCommerce
Product Pages Category Navigation Transaction
Considered Purchase
Home Page House List Email Landing Pages
Site as a Service Demo/Trial User Email Transaction
Blog
Article
Whitepaper
Report
Seminar Podcast
Workshop Video
WebinarFree Consultation
News
User-generated
DemoEmail Notifications
Product Descriptions
Sweepstakes
Weekly Specials
Discounts
Questionnaire
Pictures
Stories
What questions to ask
Your unique Web pattern
The three strategies you 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 [email protected]
Twitter www.twitter.com/bmassey
LinkedIn www.linkedin.com/in/bmassey
By Phone Brian: 512.961.6604
Who you are
Am I in the right place to solve my problem?
Navigation/Search/Login
I didn’t find anything of
interest in the body of the
page. Give me some other
options
You are in the right place.Here’s what you can do on this site to help solve your problem. Advertisements for
other content on my site.
Company Info
Show the product
Why You really should take action.
This is exactly and specifically what you were looking for when you clicked through to this page.
How do I take action to get what
I want?Testimonial, supporting
information. I look here when I don’t see what I want in
the body.
Get It
Austin-based
http://www.email-marketing-reports.com/services/ For a complete list:
• Future Now: http://www.futurenowinc.com– Conversion, analytics, copywriting and more
• Brian Massey’s Bookmarks on Diigo.com– Online Conversion: http://groups.diigo.com/groups/conversci
