5 principles for high converting marketing
- 1. InnovateUs 5 Principles for High Converting Marketing Kevin McCaffrey
- 4. TRAFFIC + CONVERSION = PROFIT
- 5. What is Conversion Your Web Page
- 7. What Affects Conversion? • Usability – Website Design – Page Structure – Forms & Funnels • Persuasion – Visitor Motivation – Understanding Objections – 5 Principles Research Web Analytics User Tracking Surveys
- 8. Persuasion
- 9. 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
- 10. The 5 Principles • Desperate Problem • Unique Promise • Overwhelming Proof • Irresistible Offer • Immediate Action
- 11. Desperate Problem Does your product/service solve a DESPERATE problem?
- 12. 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.
- 13. 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
- 14. 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.
- 15. Unique Promise Do you make a UNIQUE promise when they land on your Website?
- 16. 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?
- 23. Overwhelming Proof Do you offer OVERWHELMING proof for every promise you make?
- 29. Irresistible Offer Are you giving an irresistible offer worth considerably more than the asking price?
- 37. Immediate Action Are you asking for an immediate action?
- 44. Conclusion • Desperate Problem • Unique Promise • Overwhelming Proof • Irresistible Offer • Immediate Action
- 45. Contact kevin@conversion-rate-services.com @ConversionRate_ Kevin McCaffrey Download the White Paper: How You Can Increase Conversion By 20% in 10 Weeks
Editor's Notes
- #16: This promise must be a benefit the customer wants and it needs to be unique from what the competitors offer.
- #17: General Simple Clean Easy What specific feature/benefit combination can you highlight Cure rather than prevention Strong brand implies trust and acts as a promise What Will They Get You will Get Discount savings You will learn It covers Brands What you won’t get with competition alternatives traditional solutions Comprehensive program Do X and Y will happen Close the gap/overtake your competitors You will get access to Assessment tools What you won’t get – No hospital stay How will you educate the customer How Will it Make Their Lives Better Allows you to You will preserve your You will enjoy We understand your needs You will look better (designer) – self image You will eliminate improvements to confidence, selfesteem, mood, and performance" Make your life easier Ease of Use Not your fault How will you Help them Make the Right Choice Find exactly the right Tailored for you Sport specific Designer specific Helps you choose One of its kind We will guide you Dedicated person Your unique needs Customized recommendation Personalized To fit you How will you work for your customer? Specialists in an area – this is all we do How soon will They See Results? Specific time period – relief in less than 1 week Timeframes When can they get the results - immediately How long will it last – permanently Quick way to discover in just two simple steps Will be Covered in Offer Reduce Risk Guaranteed Results or your money back Protection from something - 100% safe No flame, lead, or soot
- #24: This includes testimonials, specialization, studies, background information, case studies, demonstrations, guarantees, specifics, reasons why, understanding their disbelief, admitting a fault
- #30: Will it be more painful to ignore your offer and go about their day than to exchange their money for it? Is it totally risk free to them? Is it an amazing bargain for the value at this price? What’s Included Discount or Premium Payment Delivery Returns Guarantee Customer Service
- #38: Would it motivate a lazy person to jump out of bed in the middle of the night to take action before the deadline is over?