In my presentation at Innotech eMarketing Summit, I took the audience through a simple evaluation to determine what marketing pattern their Web site follows and put forth the three strategies that they had to ace in order to convert traffic to leads and sales.

1. November 6, 2008
Brian Massey
Conversion Sciences
brian@ConversionScientistcom

2. Where do you Start?
Image: Dave McClure, www.500hats.com

3. The Sales Funnel Applied to Your Site.
Th S l F l A li d t Y Sit

4. The questions we should ask ourselves about our visitors.
i it

5. Which of five basic Web site patterns apply to you.

6. Which Web strategies will make you successful.

7. Personas
Search
Analytics

8. Prospects become aware of
your offering as a solution to a
class of problem
Prospects explore your offering
as a solution to their problem.
p
Prospects select your offering as
a solution to their problem.

9. Prospects become aware of
your offering as a solution to a
class of problem
Prospects explore your offering
as a solution to their problem.
p
Prospects select your offering as
a solution to their problem.

10. What do you want your visitors to
accomplish?
li h?
Why are your visitors visiting?
What do your visitors want to see?
How do your visitors want to
take action?
How will your visitor use what you
offer?
Get out a piece of paper and …

11. Buy Read Contact You

12. Your
Sales Channel
Word of Mouth
Word
W d
Marketing
including
Search and
Social Marketing
Repeat
Customers

13. About You About Your About Solving User Generated
Products Problems

14. Spontaneous Purchase Considered Purchase

15. Offline Online

16. Pattern Action Source Content Purchase Used
Brochure/Sales Read
/S R d Sales Channell About Me
S l Ch Ab M Considered Offline, Online
C id d Offli O li
Support Contact About Product Spontaneous
Information Read Marketing Solve Problem Spontaneous Online
Portal/Thought Buy
Leadership
Consumer/ Buy Marketing Solve Problem Spontaneous Offline
eCommerce Word of Mouth
Repeaters
Considered Read Marketing Solve Problem Considered Offline, Online
Purchase Contact Sales Channel
Site as a Read Marketing Solve Problem Considered Online
Service Buy Word of Mouth Spontaneous
Repeaters

20. Prospects can spend
weeks or months
considering your
solution and
securing budget to
purchase it.

23. Design
Home Page
Contact Info

24. Home Page
Navigation
Invitations/
Social Features

25. Product Pages
Category Navigation
Shopping Cart

26. Home Page
House List Email
Landing Pages

27. Demo or Trial
User Email
Purchase Process

28. Pattern Awareness Consideration Action
Brochure/Sales
/S Design
D i Home Page
H P Contact
C
Support
Information Home Page Navigation Invitations/Social
Portal/Thought
Leadership
Consumer/ Product Pages Category Navigation Transaction
eCommerce
Considered Home Page House List Email Landing Pages
Purchase
Site as a Service Demo/Trial User Email Transaction

29. Product Descriptions
Weekly Specials
User generated
User-generated
Blog Seminar Podcast
Discounts Whitepaper
Article Workshop Video
Report
Sweepstakes
S t k Webinar
Free Consultation
Stories
Email Notifications Demo
Questionnaire
Pictures
Pi t
News

30. What questions to ask
Your unique Web pattern
The three strategies g
you should to focus on
How your to generate content for your strategies

31. On the Web Blog: www.ConversionScientist.com
On Facebook Fan Page: Web Strategies for Businesses
http://www.facebook.com/pages/Austin-Texas/Web-
Strategies-for-Businesses/
By Email brian@conversionscientist.com
Twitter www.twitter.com/bmassey
www twitter com/bmassey
LinkedIn www.linkedin.com/in/bmassey
By Phone Brian: 512 961 6604
512.961.6604