11. Weight loss website
• $5 million business.
• Our rst test resulted in an
overnight 67% increase in
sales.
12. B2B info marketing site
• More than doubled its
conversion rate (to 52%).
• Cost-per-lead halved, which
dramatically increased the
number of leads the company
could afford.
13. e-Commerce site
• Increased total sales by 50.3%.
• “That is incredible, hopefully we
can eliminate the effects of
the recession.”
28. The O/CO Approach
Then make changes
that address these objections
Determine the objections
• If they don’t trust your company Build trust elements
• Then…
If they don’t believe your product
…is better than competitors …show advantages over competitors
…is better than nothing …show bene ts over “nothing”
…show proof it works
…works
• Use techniques to improve
If they don’t understand what you’re
comprehension
offering
• Make more offers
If you aren’t making enough offers
• If they see the decision as being too
Use risk reduction strategies
risky
29. What you need to know:
(i) Desires: What visitors want
(ii) Objections: Why they’re abandoning
31. How did we get into the minds
of the customers?
1. Surveyed…paying members, non-paying
members and cancelling members
2. Learning from face-to-face selling
3. “Method Marketing”—we became the
customer
4. Usability tests (used Twitter)
5. Split test (Omniture Test&Target)
33. Learning from face-to-face selling
1. What keeps customers awake at night?
2. What are they afraid of?
3. What are they angry about?
4. What are the trends occurring in their
business/industry?
5. What do they want most of all?
34. Learning from face-to-face selling
1. Going through your website
with salespeople.
2. Listening to customer calls.
3. Get reports on the FAQs.
35. Learning from face-to-face selling
1. Asking salespeople to create a table of objections and
counter-objections.
2. Seeking out an opportunity to sell face to face.
70. “$1 offer” campaign
How to write emails that convert
• write email in your own email client
• write to a particular person
• bene ts
• no waffle
• avoid “used car salesmanship”