converting searchers into prospects and customers
TRANSCRIPT
How we tend to think about our sites today.
The questions we should ask ourselves about our visitors.
Which of five basic Web site patterns apply to you.
Which three Web strategies will make you successful.
SearchAnalytics
ContentDevelopment
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 Team
AdvertisingWor
d
Word ofMouth
RepeatCustomers
About SolvingProblems
About You About YourProducts
Spontaneous Purchase Considered Purchase
Offline Online
Pattern Action Traffic Content Purchase
Consumption
Brochure ReadContact
SalesAdvertising
About Me ConsideredSpontaneous
Offline
Portal ReadBuy
AdvertisingWOM
Solve Problem
Spontaneous Online
eCommerce Buy AdvertisingWOMRepeat
Solve Problem
Spontaneous Offline
Considered ReadContact
AdvertisingWOMSales
Solve Problem
Considered Offline
Site as Service
ReadBuy
WOMRepeat
Solve Problem
ConsideredSpontaneous
Online
Prospects can spend weeks or months considering your solution and securing budget to purchase it.
Pattern Awareness Consideration ActionBrochure/Sales Support
Home Page Navigation Contact
Information Portal/Thought Leadership
Home Page Site Search Invitations/Social
Consumer/eCommerce
Landing Pages (Product Pages)
Site SearchNavigation
Transaction
Considered Purchase
Home Page House List Email Landing Pages
Site as a Service Invitations/Social Demo/Trial Transaction
“…we (and your money) haveMissed your visits to Mint.com.”
Blog
Article
Whitepaper
Report
Seminar Podcast
Workshop Video
WebinarFree Consultation
News
User-generated
DemoEmail Notifications
Product Descriptions
Sweepstakes
Weekly Specials
Discounts
QuestionnairePictures
Stories
Home Page Landing Pages (Product Pages)Invitations
NavigationSite SearchHouse List EmailDemo/Trial
Landing Pages (Product Pages)Transaction
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 Conversion Scienceswww.conversci.comBrian’s Blog: www.CustomerChaos.com
On Facebook Fan Page: Web Strategies for Businesseshttp://www.facebook.com/pages/Austin-Texas/Web-Strategies-for-Businesses/
By Email [email protected] www.twitter.com/bmasseyBy Phone Brian: 512.961.6604By Skype bmassey
Austin-based
http://www.email-marketing-reports.com/services/ For a complete list:
Who you are
Am I in the right place to solve my problem?
Navigation/Search/LoginI 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
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