5 principles for high converting marketing
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TRANSCRIPT
InnovateUs
5 Principles for High Converting Marketing
Kevin McCaffrey
Conversion Rate Optimisation
Help BusinessesIncrease
Website Profit
TRAFFIC + CONVERSION = PROFIT
What is Conversion
Your Web Page
1000 Visitors
What Affects Conversion?
• Usability– Website Design– Page Structure– Forms & Funnels
• Persuasion– Visitor Motivation– Understanding Objections– 5 Principles
Research
Web Analytics User Tracking Surveys
Persuasion
Why People Visit But Don’t Buy
They want to think about it til later
They don’t have the problem you solve or it isn’t urgent
You stand out from everyone else
They don’t believe you
Your offer isn’t worth the price to them
Problem
Promise
Proof
Irresistible
Action
Desperate
Unique
Immediate
Overwhelming
Offer
The 5 Principles
• Desperate Problem
• Unique Promise
• Overwhelming Proof
• Irresistible Offer
• Immediate Action
Desperate Problem
Does your product/service solve a DESPERATE problem?
A Dentist
• I’ve got a toothache and it’s driving me crazy.
• I can’t sleep I can’t eat, I really need this sorted out now.
An Airline
• I’m buy 75 aeroplanes and I need to get the best deal possible.
• I’ve got the board of directors, investors and shareholders breathing down my neck
For your business
• I’m an X and I’m looking for exactly the right Y.
• I’m concerned about A, B and C and I’m overwhelmed by the choices out there.
Unique Promise
Do you make a UNIQUE promise when they land on your Website?
Unique Promise
• What Will They Get?• How Will it Make Their Lives Better?• How will you Help them Make the Right Choice?• How soon will They See Results?
Overwhelming Proof
Do you offer OVERWHELMING proof for every promise you make?
Irresistible Offer
Are you giving an irresistible offer worth considerably more than the asking price?
Immediate Action
Are you asking for an immediate action?
Conclusion
• Desperate Problem• Unique Promise• Overwhelming Proof• Irresistible Offer• Immediate Action
Contact
@ConversionRate_
Kevin McCaffrey
Download the White Paper:How You Can Increase Conversion By
20% in 10 Weeks