Exposing Pain
What are some of the fundamentals that drive higher conversion ratios? The first, I think, is to reinforce your prospect’s existing pain. Here’s the catch. When you’re designing an online campaign, how would you know your prospect’s specific pain?
In one-on-one meetings, it’s relatively easy – you ask questions, lots of them. Here, I recommend the POCCAD approach, asking questions related to personnel, their organization, their current system, their current vendors, what applications they’re using, and who their decision makers are. Find their hot buttons and drill deeper.
Online, these tactics don’t convert well. Here, pain is relative to industry trends, and measuring that pain requires some research. I start with the search engines, typically Bing, Google and Yahoo, followed by industry specific forums. Pain can cover everything from slow Internet connections to issues related to their current provider.
Showing Value
Value is perceived. You may not have the best product or service, but the perception of those can be vastly improved with effective copywriting. Here, professional presentation is key. You need to capture your prospect’s attention, then emotionally motivate them to action.
Minimize their Risk
Trust is key to minimizing their risk. There are a number of ways to convey trust. One of those is via testimonials, while another is a guarantee. Testimonials lend considerable credence, especially if that business or organization is well known. Guarantees won’t completely ease the pain of making a bad decision, but it does give the prospect a way out, should the relationship sour.
Cap the Offer
By that, I mean make your offer limited in some fashion, either by time, event or availability. We see these tactics everyday in retail – when they’re gone, they’re gone. Don’t miss this chance to own this once in a lifetime deal.
Have an Exit Strategy
Either offer other related products (I see this all the time on sites like Amazon), offer a discounted price or offer some consolation for visiting your site – either a discount on future purchases or possibly a free report.
To your success
- Steve
What are some of the fundamentals that drive higher conversion ratios? The first, I think, is to reinforce your prospect’s existing pain. Here’s the catch. When you’re designing an online campaign, how would you know your prospect’s specific pain?
In one-on-one meetings, it’s relatively easy – you ask questions, lots of them. Here, I recommend the POCCAD approach, asking questions related to personnel, their organization, their current system, their current vendors, what applications they’re using, and who their decision makers are. Find their hot buttons and drill deeper.
Online, these tactics don’t convert well. Here, pain is relative to industry trends, and measuring that pain requires some research. I start with the search engines, typically Bing, Google and Yahoo, followed by industry specific forums. Pain can cover everything from slow Internet connections to issues related to their current provider.
Showing Value
Value is perceived. You may not have the best product or service, but the perception of those can be vastly improved with effective copywriting. Here, professional presentation is key. You need to capture your prospect’s attention, then emotionally motivate them to action.
Minimize their Risk
Trust is key to minimizing their risk. There are a number of ways to convey trust. One of those is via testimonials, while another is a guarantee. Testimonials lend considerable credence, especially if that business or organization is well known. Guarantees won’t completely ease the pain of making a bad decision, but it does give the prospect a way out, should the relationship sour.
Cap the Offer
By that, I mean make your offer limited in some fashion, either by time, event or availability. We see these tactics everyday in retail – when they’re gone, they’re gone. Don’t miss this chance to own this once in a lifetime deal.
Have an Exit Strategy
Either offer other related products (I see this all the time on sites like Amazon), offer a discounted price or offer some consolation for visiting your site – either a discount on future purchases or possibly a free report.
To your success
- Steve
) that will not be valid for more than 12 hours after download. Even three hours will be great because if they are really interested in buying and not just freebie info they will move and sign up.
