Over the years, businesses have invested enormous energy and money into connecting with customers. The ultimate measure of customer experience has been the face-to face conversation. But what do you do when your customers are online? How do you learn the wants and needs of your customers? How do you bring human connection to the web, and what is the impact?
Join host Byron White and guest Patrick Bultema, CEO of CodeBaby, as they offer insights into human behavior online, drawn from neuroscience and social psychology, which uncover the myths and mistaken assumptions we often make in developing the online sales funnel. We'll explore a number of new "online behavior measurement tools" that help pinpoint what's working and what's not on your site.
In this webinar you'll learn:
Misconceptions of online behavior
Online behavior research tools
Methodology to improve conversion rates
Mistaken assumptions in online content
7. Average Factoids
Time to Complete Assignment 31 Hours
Article Word Count 361 Words
Article Delivered Word Count 453 Words
Love Lists Per Writer 1.75
Writers Per Love List 3.55
Payment to All Paid Writers $274
8. “Most” Factoids for WriterAccess
Love Lists by a Single Writer 35
Assignments Single Writer 339
Popular Writer Level 4
Payment Single Writer (WriterAccess) $7,265
Payments All Writers (ideaLaunch +) $74,621
9. Most Popular States for Orders
California
Massachusetts
New York
Texas
Florida
Illinois
18. It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
19. And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Video
Web
Widgets
20. It’s catching readers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
News
21. With information they want and need
Engagement
Webinars
Workbooks
Podcasts
How Tos
Don’t Do’s
Tips and Advice
22. It’s testing campaigns to learn what works best
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing
Content Testing
23. And finding the most efficient path to engagement and sales
The Trust Pipeline
Offer Content
Score Engagement
Identify Consideration
Confirm Intent
Induce Trial
Motivate Purchase
Gather Feedback
25. On-Page Testing Formula
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
Info Content: Are you earning trust with information customers want and need?
Usability: Is your content and imagery optimized for conversion?
Motivation: Do you have clear reasons to buy and not try the competition?
Incentive: Are you offering any incentives or trial or reward?
Friction: Have you identified potential resistance and reduced the pain points?
Anxiety: Have you pinpointed the concerns and resolved the issues?
26. On-Page Testing: The Paradox of Choice
• Too many choices with the new age of micro expansion
• New rules for complex decision-making
• New meaning needs to be developed to find the best path
• New methodology needs to be formulated for big decisions
• New reward needs to surface with the right decision
The Paradox of Choice by Barry Schwartz
27. On-Page Testing: “Feel” words to improve conversion rates
Employment Sell Words Financial Sell Words
Entry Level Position You’re Already Pre-Approved
Excellent Growth Opportunity Cash Back Offer
Immediate Openings Be Debt-Free in Weeks
Leading Company Seeks Instant Financial Freedom
Growing Company Seeks No Annual Fee
Team Player Pocket Extra Money
Strong Interpersonal Skill Low Introductory Rate
Financially Motivated Fast Cash
Annual Performance Bonus Start Saving Now
Team Environment Piece of Mind
28. Test “sell” words to improve conversion rates
Offers Trials Motivators
Special Offer Free Trial Free Gift
Exclusive Offer First Time Trial Pays for Itself
Limited Time Offer No-Risk Trial Limited Availability
Click Here Risk Free Trial As Seen on TV
Right Now Buy After Review Solve X
Instant Access Test Drive Stop Y
Instant Download Free Membership All Inclusive
Free Shipping Free Subscription Best Rated
No-Fuss Signup Join Beta Group Tested and Proven
Easy Signup Free Trial with Feedback Money-Back Guarantee
29. Test both positive and negative sell words
Negative Sell Words Positive Sell Words
Baffling Persevering
Blurred Efficient
Unclear Hard-Driving
Bewildering Proactive
Mind-Boggling Adaptable
Complicated Responsive
Convoluted First-rate
Perplexing Top-notch
Puzzling Highly Competent
Mixed Up Powerful
30. Optimize content for the wide funnel
• Preliminary: Headlines, visuals, architecture and familial content.
• Investigating: Knowledge-seeking and trust-building opportunity
• Capability: Show how you solve problems and delivers on needs
• Action: Motivate sign up, download or buy
31. Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com “The only marketing
left is content
marketing.”
Seth Godin
Free Book Download: ideaLaunch.com/101