A presentation held at Searchmeet Stockholm. The presentation covers the fundamentals in individual conversion theory with regards to the steps a user goes through until they become a returning customer.

1. Conversion
By Jesper Åström
jesperastrom.com

3. According to google.se

4. The Standard talk on
Conversion?

5. Either...
SEO Traffic comes Here
<H1> Affiliate banner goes Here
<H1>
Affiliate
AdSense links
banner Content goes Here Internal
go here links
goes Here go
Here
AdSense
Here
Content
goes
Here

6. 99 cents profits!!

7. x 1 million Spam Pages
= 990 000 dollars

8. Or...

9. Standard presentation on Conversion:
Which page converts the best?

10. Conclusion:
No one knows!

11. Solution:
Test and Analyze!
• A/B split testing
• Multi variable testing
• Customer research
• Cookie tracking

12. Nothing wrong with
that.... it’s one frame of
mind!

13. Both Aim at optimizing
the website!

14. So, Let’s do something
else!!

15. Let’s Optimize with
regards to the
Individual User!

16. Value Ladder
Returning
Customer Investment
in
Time
Lead or
Money
Prospect
Suspect
Customer Value

17. What’s with the Value Ladder?
• We all get traffic to our websites
• The traffic enters in some stage of the
Value Ladder
• To climb a step in the Value Ladder you
need some form of conversion

18. Suspects
Returning
* Type ins
* Direct traffic Customer Investment
in
* Non referring websites
Time
Lead or
Money
Prospect
Suspect
We know nothing about
them!
Customer Value

19. How do you convert a
Suspect into a Prospect?
• Simply make them click some link that
informs you about their intention on your
website!

20. Prospect
* SEO
* Paid Media Returning
* Twitter Links
Customer Investment
in
Time
Lead or
Money
Prospect
Suspect You know they are
interested in doing
something you want them
to do!
Customer Value

21. How Convert a
Prospect into a Lead?
• You need to offer them something valuable
enough for them to leave some id
• Depending upon how they reached the
page, you should be able to give them a
relevant value

22. E-mail subscription
Example
• SEO Traffic looking to Buy:
Offer them to join your Discount Weekly
Newsletter
• Social Media traffic looking for info:
Offer them to join your Weekly Updates on
related articles

23. Lead
* Social Media
* Bought CRM
Returning
Customer Investment
in
Time
Lead or
Money
Prospect You know who they are and
what they are interested
Suspect about, as well as how you
can contact them.
Customer Value

24. What Converts a Lead
to a Customer?
• Either it is that you give them the best offer
• Or you establish a relationship

25. Customer * Offer
* Relationship
Returning
Customer Investment
in
Time
Lead You know what they want or
Money
to buy, or what they need
and so your relationship
Prospect decides the price.
Suspect
Customer Value

26. What Converts a Customer to
a Returning Customer?
• Relationship
• Product satisfaction

27. Returning * Satisfaction
* Relationship
Returning
Customer Investment
in
You know a lot Time
Lead about them and
or
Money
can sell them
what they
Prospect desire!
Suspect
Customer Value

28. Value Ladder
Returning
Customer Investment
in
Time
Lead or
Money
Prospect
Suspect
Customer Value

29. So Why do we have to
know this?

30. Relationships Makes
Conversion costs lower!
• Short term strategists have nothing to earn
from this!
• If you are working on a brand you have
everything to earn from knowing this!

31. Cost Reduction!!
Cost
Per
Returning Sale
Customer Value
Customer
Lead One
Time
Costs
Prospect
Suspect

32. And there is
One Rule to Follow to
Make this come True:

33. Never Break a Promise!

34. Thank you!
jesperastrom.com