Conversion Marketing. Bryan Heathman

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СКАЧАТЬ process to create a positive response from your Interested Visitors and convert them into customers.

	Email newsletter with reminders of who you are
	Social Media messages keep your message in front of consumers
	Special offers to entice repeat visits
	Compelling content relevant to their lifestyle or profession. Consider using articles, industry research, videos or audios recordings.

      Only a few people will buy the first time they visit a website – but they do buy! One key to creating a profitable website is to create an emotional attachment or a relationship with your company. Have you ever tried to create an emotional response from someone when face-to-face? What kind of things would you do to create an emotional response? Creating an emotional attachment can be a challenge face-to-face but how can you create emotion, like excitement or fear, in an impersonal online environment? Let’s explore 3 ideas used to create DESIRE online.

       1. Emotional attachment

      Testimonials – show pictures and statements from people who are delighted customers. People will gravitate to images or titles of people to whom they feel they can relate. Use imagery of people representative of your target audience who have had a need fulfilled by your product or service.

      Security – you can help people feel rest assured with their purchase decision by providing these assurances:

	100% satisfaction guarantee
	Money-back policy
	30-day return policy, no questions asked

      Credit card logos – surprising studies have proven that products sell 25% more, in terms of the dollar value, when a credit-card logo is displayed near the point of purchase. People understand that if they’re not satisfied, they can use their credit-card issuer as leverage to get purchases refunded which do not meet expectations.

       2. Relevance

      Your website can be equipped with simple, yet effective tools which help your Visitors to see your product in a relevant situation:

	Les Schwab features a tool on their website which allows visitors to see the make/model of your vehicle with a new set of high-margin chrome rims.
	Clothing or cosmetics matched with the visitor’s color palette are offered by various department stores. An example is a woman with autumn skin and hair coloring can expect to see good results with certain cosmetics and clothing choices.
	Video of your product in-use can be very effective. I recently viewed an effective use of video from a manufacture of locking mailboxes. The video shows a hard-working identity thief, struggling to unsuccessfully pry open a secure-locking mailbox with a crowbar.

      These are excellent methods of driving conversion by stimulating a relevant experience using tools unique to the Internet.

       3. Relationship

      Creating rapport and a relationship with your visitors can be achieved using these proven methods:

	Capture email addresses and communicate on a regular basis with your Interested Visitors.
	In addition to capturing email addresses, capture a small amount of non-personal data so you can send personalized and relevant offers. Capturing this data can be accomplished in online surveys.
	Segment your email lists into groupings so you can focus the content of your newsletters to the DESIRES of your audience.

      Conversion Loop Step 4 – Let’s Party!

      Finally the day arrives. The folks you invited/engaged/confirmed have been converted into a roomful of guests. Everyone is having a great time at your swanky soirée. It’s the same experience with your Interested Visitors on your website. If you’ve successfully handled the first three steps in a methodical fashion, Conversion falls into place naturally. Through your Announcement Mechanism, potential buyers became interested. By getting their Permission to Engage, they establish a relationship with you. Through tempting offers and repetition, their interest is ignited into desire. Voila! Your visitors have been converted to Customers.

      Here are 8 powerful techniques that move the conversion process to completion:

       The fear of loss is often a more powerful purchase incentive than the positive benefit of ownership.

      1. Limited time offers - This is a proven conversion tactic to create the motivation to buy today. If you put a time limit on the availability of your product, it creates fear of loss. Take a page from the eBay playbook where products have a fixed time limit before the deal is gone for good. The fear of loss is often a more powerful purchase incentive than the positive benefit of ownership.

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