The document discusses how to increase website conversion rates by better understanding website visitors. It argues that most companies have an inaccurate default view of their "ideal customer" that is too broad. Instead, companies should create detailed "Touchpoint Personas" for each major visitor group coming to their website based on demographics, decision-making styles, needs, and other factors. These personas provide insights into what content and customer journeys will most effectively meet visitor needs and lead to conversions. The presentation provides templates and examples for developing touchpoint personas and mapping out conversion scenarios to optimize the visitor experience.

1. Killing Brad PittWhy Buyers Fail to Take Action on Your Web Site InnotecheMarketing Summit Austin 2009 Brian Massey Conversion Sciences www.conversionscientist.com/innotech

2. There are Two Keys to Conversion

3. Quality Traffic http://www.sxc.hu/profile/rolve

4. Relevant Keywords Good Organics Relevant Ads Quality Traffic http://www.sxc.hu/profile/arki

5. Relevant Site Content http://www.sxc.hu/profile/bizior

6. Findable Digestible Flexible Relevant Content http://www.sxc.hu/profile/bizior

7. Who determines what is Findable Digestible Flexible Relevant? Your Consumers http://www.sxc.hu/profile/asifthebes

8. Duh

9. To increase conversion, we’ll explore:

10. To increase conversion, we’ll explore: Who you’re currently selling to (you might be surprised)

11. To increase conversion, we’ll explore: How to organize what you know about your Visitors

12. To increase conversion, we’ll explore: How to know exactly what to put on your Web site

13. To increase conversion, we’ll explore: How to help Visitors find it.

14. Your Visitor PersonaYes, you have one

15. The ideal young male… Your Default Persona: The Perfect Customer

16. …oh, and some are female… Your Default Persona

17. He may live in the north…

18. …or in the South…

19. She is well off…

20. …in some cases.

21. He makes spending decisions quickly...

22. …but she needs a great deal of information to make a decision.

23. He makes decisions on his own…

24. …but follows trends set by others.

25. How do you market coherently to this kind of Visitor?

26. With Mixed Messages and Irrelevant Content Sponsored Links Parka-lounger Sun or snow, it doesn’t matter You can enjoy the outdoors www.buyschtuff.com

27. With Mixed Messages and Irrelevant Content Sponsored Links Parka-lounger Sun or snow, it doesn’t matter You can enjoy the outdoors www.buyschtuff.com Cross-dressers Men, let your feminine side shine Women, get your man on www.buyschtuff.com

28. With Mixed Messages and Irrelevant Content Sponsored Links Parka-lounger Sun or snow, it doesn’t matter You can enjoy the outdoors www.buyschtuff.com Cross-dressers Men, let your feminine side shine Women, get your man on www.buyschtuff.com 26-Step Quick Purchase Download our 12-page report and order your products faster! www.buyschtuff.com

29. Break Brad into his individual piecesand market to them

30. How do you organize what you know about your customers so that you can take action? Sales Data Segmentation Studies Analytics Focus Group Notes Industry Research Product Specs

31. Touchpoint PersonasForm a Bridge between Data and Action

32. Touchpoint:“A point of contact between a firm and its customers.” Dave Evans, Social Media Marketing: An Hour a Day

33. Touchpoint:Your Web Site Dave Evans, Social Media Marketing: An Hour a Day

34. Persona:“A representative of the typesof customers that make your business successful.” http://www.sxc.hu/profile/homyox

35. Touchpoint Persona:“A representative of the types of Visitors that make your business successful.”

36. For any given Touchpoint, you have a completely different set of customers than does the product you are marketing.

37. Influencers http://www.sxc.hu/profile/ispap

38. Gatekeepers http://www.sxc.hu/profile/craiova

39. Approvers http://www.sxc.hu/profile/forwardcom

40. Touchpoint Personas Easy to Create Focused on Web Conversion Get Everyone on the Same Page Tell you exactly what to do

41. Your Web site has 3 or 4 visitors coming from thousands of different places. Who are they? Why are they visiting? What information do they need to take action? How do they like to receive information?

42. The Components of a Touchpoint Persona Demographics Customer Commentary Decision-making Mode Strategy Conversion Points Funnel Points Points of Resolution Conversion Beacons

43. Where does someone making $175,000 per year live? Mascot Demographics Copywriter Marketing Director http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm

44. Demographics tell you where to find your prospects and which media to deliver content through

45. Generational Boomer/Silent Generation X Millennial Broadcast Email Social Media

46. Customer CommentaryIn the Visitor’s words, why did they come looking for this solution today?

47. “I need a plumber…” Customer Commentary http://www.sxc.hu/profile/pepo http://www.sxc.hu/profile/hamletnc

48. “I NEED A PLUMBER!”br />Customer Commentary

49. Customer Commentaries will expose unexpected keyword strategies

50. Decision-making Mode Competitive Logical Methodical Spontaneous Emotional Humanist Quick Decisions Slow Decisions Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?

51. Decision-making Mode SJ Sensing/Judging NT Intuiting/Thinking Logical Methodical Competitive Humanist Spontaneous NF Intuiting/Feeling SP Sensing/Perceiving Emotional Quick Decisions Slow Decisions Photos courtesy WikipediaAudio: Dr. Nick Grant, The Wizard Academy

52. Decision-making Mode Logical Methodical Competitive Humanist Spontaneous Emotional Quick Decisions Slow Decisions Photos courtesy Wikipedia Photos Wikipedia

54. PR Search Affiliates Social Networks SEM Direct Telephone TV Contests Sales Apps & Widgets Blogs Ads Email HomePage LandingPage ProductPage Blog Category Page ? Funnel PointsWhere are they coming from?Where do they land? http://www.sxc.hu/profile/mmayerle

55. Thanks to the search engines,any page can be a landing page.

56. Points of Resolution What pieces of information does the Visitor need to feel comfortable taking action?

57. Points of Resolution Process Appeal to Others Case Studies Newness Specifications Logical Brand Samples Competing Solutions Rating Guarantee Standards Endorsements Methodical Competitive Humanist Spontaneous Color Credibility Testimonials Delivery Ease-of-use Company Reviews Emotional Discounts Size Trustworthiness Price Return Policy Feeling of Ownership Quick Decisions Slow Decisions

58. Points of Resolution tell you exactly what to put on your site. Articles, white papers, copy points, pages, presentations, bios, news, reviews, ratings, pricing, delivery…

59. Points of Resolution will expose unexpected offers for your Ads

60. How will this Visitor to take action? Conversion BeaconsThe first (or next) step in a conversion process http://www.sxc.hu/profile/michu633

61. Add to Cart Checkout Subscribe Trial Signup Sample Request Contact Form Download Tell a Friend Read an article View the Video Conversion Beacons http://www.sxc.hu/profile/michu633

62. How do you know when this person has achieved their goal? Conversion PointsThe ways you measure the completion of an action http://www.sxc.hu/profile/eranbecker

63. Confirmation Page Opt-in Confirm Download Call logged Coupon Used Discount Code Login Conversion PointsThe ways you measure the completion of a conversion http://www.sxc.hu/profile/eranbecker

64. StrategyConversion is a set of strategies, not landing pages Strategy

65. eCommerce Product Pages Navigation Shopping Cart

66. Considered Purchase Home Page House List Email Landing Pages

67. How Many Personas Are we talking about? Two to Four will Do

68. Example: Conference Center Penny is the Director of Conferences for Mietex, a $400 million company located in Houston, Texas. She will directly influence $300,000 to $400,000 in convention center revenue over time. METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action. Penny Planner Female Age: 41

70. Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/innotech

71. From Persona to Scenario

72. Competing Solutions Specifications Case Study Process Testimonial Latest Appeal to Others Sample Price Popularity Brand Discounts Rating Ease-of-use Color Endorsements Size Delivery Reviews Standards How do I order? Point of Resolution

74. Link

75. Navigation Item

76. Button

77. Landing Page

78. Shopping Cart

79. EmailConversion Beacon

81. Opt-in Confirm

82. Download

83. Time on page

84. Call logged

85. Coupon Used

86. Discount Code

87. LoginConversion Point

88. Conversion Point Conversion Beacon Point of Resolution

89. Conversion Point Conversion Beacon Conversion Point Point of Resolution Point of Resolution Placing Conversion Beacons with a Point of Resolution

90. Conversion Point Conversion Beacon Conversion Point Point of Resolution Point of Resolution Placing Conversion Beacons with a Conversion Point

91. Conversion Beacon Building a Scenario through Points of Resolution

92. Conversion Scenarios Ad Landing Page Order Process ConfirmationPage Fulfillment NotificationEmail ConfirmationEmail

93. Conversion Scenarios Ad Landing Page Order Process ConfirmationPage Fulfillment ConfirmationEmail Notification Email

94. Conversion Scenarios Ad Landing Page Order Process ConfirmationPage Fulfillment ConfirmationEmail Notification Email

95. Typical Confirmation Email

96. What’s the next Point of Resolution?

97. Landing Pages are Powerful Ad Multiple points of resolution in copy. Begin the order process. Landing Page ConfirmationPage

98. Points of Resolution on a Product Page Product Image Price, Shipping, In Stock, How to Buy Specifications Accessories Endorsements Rating Reviews How-to Video

99. Resources Articles Links Whitepapers Case Study Special Report Learn the Ten Rules that will make you Succeed. Rules for Success Search Free 12 page report Read it now Navigation as Conversion Beacons

100. What do we know?

101. What do we know? Quality Traffic + Relevant Content = Conversion

102. What do we know? The Visitor we imagine we are converting is twisted at worst and inaccurate at best.

103. What do we know? Touchpoint Personas tell us exactly what content will convert our most important Visitors

104. What do we know? Touchpoint Personas help us uncover better keywords and create more enticing ads.

105. What do we know? Touchpoint Personas let us easily create Web scenariosthat lead Visitors to the information they need to convert and buy.

106. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis Always Be Testing: The Complete Guide to Google Website Optimizer by Bryan Eisenberg , John Quarto-vonTivadar

107. TheConversionScientistBlog www.conversionscientist.com Email: brian@conversionscientist.com Twitter: @bmassey LinkedIn: brian.massey.name/LinkedIn Facebook: brian.massey.name/Facebook Phone: 512.961.6604 Presentation Resources http://www.conversionscientist.com/innotech