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"Fundamentals Track\nConverting Visitors to Buyers; Persuasion Architecture\nTuesday, June 19, 2007 \u2013 1:45p-3:00pFirst Speaker: Jeff Eisenberg, Future Now, Inc.Is everybody really full? No? Good. It\u2019s hard to pay attention when you\u2019re really full.If a tree falls in the forest and no one can hear it, is there a sound? Who cares? If no one can hear it; who cares?When we started our business in 1998, it was the time of the dot-bombs. At the time, everyone wanted eyeballs\u2026 as many as you could get. There was a belief that eyeballs had credit cards. Today, it\u2019s search engines. Everyone thinks search engines and searchers have credit cards. It\u2019s not getting the people to the site, it\u2019s getting the people to actually buy. I\u2019d rather have 2 visitors that buy, than 2 million who don\u2019t.Anemic Online Conversion Rates -- What we\u2019re seeing now is, instead of conversion rates trending up, they\u2019re trending down.(Slide)\nShop.org State of Retailing Online 9.0\n\uF06E\t3.2% in 2002\n\uF06E\t2.4% in 2003\n\uF06E\t2.6% in 2004\n\uF06E\t2.4% in 2005\n(/Slide)In direct response, if you\u2019re getting conversion rates like these, you throw a party. But you can\u2019t compare DR to web. They\u2019re fundamentally different, and cannot be compared apples to apples.The Opportunity Cost Game \u2013 How much do lost opportunities cost your business per day?\n(Showing slide from Overstock.com\u2026 a DVD landing page. 92% abandonment rate.)When we think about optimizing a web site, we think about two different levels of opportunity. Persuasion (marketing) and conversion (buying). Persuasion is where the huge opportunities lay.(Slide)\nEisenberg\u2019s Hierarchy of Optimization (Pyramid)Persuasive\nIntuitive (Does it feel natural and doesn\u2019t make me think?)\nUsable (Is it user friendly?)\nAccessible (Can everyone access it?)\nFunctional (Does it do what I need?)\n(/Slide)How to Set Up Persuasion Architecture\n(Different Audience Types)\nSpontaneous: seek top sellers and new releases, impulsive\nHumanistics: care about reviews, emotional\nMethodicals: investigate by genre, logical\nCompetitives: hunt for actor, title, etc.It\u2019s much easier to double your business by doubling your conversion rate than by doubling your traffic.To Drive Persuasive Momentum\n1)\tWho are we trying to persuade to take the action?\n2)\tWhat is the action we want someone to take? (Macro vs. Micro)\n3)\tWhat does that person need in order to feel confident taking that action?Step 1- Define the conversion goals of your test\n-\tWhat action do we want them to take?\n-\tWhat page will we test?\n-\tWhere do we judge success (define success criteria)Step 2 \u2013 Who are your Profiles?\n-\tHow many different types of profiles will you have that would participate in this campaign?\n-\tHow do they buy?\n-\tMethodical, Spontaneous, etc..Step 3 \u2013 Do the Creative\n-\tCreate the pages, PPC ads, emails or advertisements (online and off)Landing Page Optimization\n-\tA/B vs. Multivariate ( http://services.google.com/websiteoptimizer/ )\n-\tSection Test ( Just test one small section, but tested 5 variations plus control)7 Formulas to Online Success1)\tProduct Images Tell a Story \u2013 Make sure the picture tells the user all the information the user needs.\n2)\tTest Headlines.\n3)\tCalls to Action \u2013 Get Them to Click\n4)\tPoint of Action Assurances\n5)\tMake It Obvious and Expected\n6)\tDon\u2019t Make Them Wait \u2013 Speed of site\u2026 slim down the file sizes for images to speed the load.\n7)\tDoes Your Site Stink?Jared Spool: \u201C\u2026 a web page can do only one of two things: either it contains the information you want, or it can get you to the information you want.\u201DStudying drop-off data indicates that would be customers visiting your site lose the relevant \u201Cscent\u201D of what put them on the trail to your site; without that scent, they are unmotivated to go on.Buyer\u2019s Behavior and Modeling\uF06E\tIt\u2019s not about what, but why\n\uF06E\tUnderstand your customer\u2019s motivation and tailor the message specifically to address those customer\u2019s wants and needs. When you have multiple types of customer \u201Ctypes\u201D, make sure that wording and imagery speaks to each type to keep them interested and pull them down the \u201Cinformation scent trail\u201D right through to conversion.Second Speaker: Eduardo Valades, President of iHispanic Marketing GroupTop Optimization Strategies for Herramientas de Produccion\u2019s Website:\n-\tCreative Keyword Research + Information Architecture\n-\tUnique Titles and Meta Tags on all pages\n-\tContent, content and more content\no\tHTML text, NOT text on images and NO FLASH\n-\tHTML code design issues that have impact\n-\tOther \u201Coff-page\u201D considerations\n-\tLink Analysis\n-               Web Analytics Software -- Tracking is everything\n-               Precise Conversion Strategy: Call to ActionOptimization Achievements\n-\tEasy access to all product categories\n-\tClear and clean background\n-\tNo Flash\n-\tAttractive pictures\n-\tNumerous calls to action\n-\tCreated 400 pages of content, all of which is now indexed\n-               Well structured website\n-               Fresh content with news, events, expo information, etc.\n-               Improved the relevance of pages about products\n-               Increased online request conversion rate from 0.5% to approx. 6%Additional recommendations by Future Now, Inc.:PRODUCT PAGE\n-- Change of text color from blue to black and hyperlinks in blue underlined text\n-- Move \u201CSolicitar cotizaci\u00F3n\u201D button from the left to the right, more prominent, and above and below the product description\n-- Button should say \u201CRequest quote and find out if its the product for you\u201D OR \u201CRequest quote and we\u2019ll contact you immediately\u201D CONT\u00C1CTENOS PAGE:\n-- Elimination of every field that is not absolutely needed \n-- Informing users about how long it will take to get back and how they will get back \n-- Centralization of the \u201CEnviar\u201D button and its graphical representation\n-- Testing of buttons like \u201CPlease contact me\u201D OR \u201CSend now and we\u2019ll contact you in X hours\u201DOne of the biggest problems our clients have is that they don\u2019t have in place the infrastructure and support systems to handle the influx of new leads/orders/customer calls. To maximize ROI, you have to make sure that there the capacity to respond to the rise in customer requests/orders/etc in a timely manner.Questions and AnswersQ: What page elements are the most important to generate conversions?JE: Design is something ppl have known about for a really long time. Look at heatmaps. There\u2019s a rule of threes. Divide the page up like a tic-tac-toe board. It\u2019s the corners and edges that people tend to notice. We\u2019re not symmetrical, so it\u2019s the things on the periphery that we notice the most\u2026 not always things right in front of us. Also, higher contrast and brighter colors tend to make clearer what the user is supposed to be doing. They understand the call to action better."^^<http://www.w3.org/2001/XMLSchema#string>
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