MORE EFFECTIVE LEAD GENERATION USING PERSUASIVE SCENARIO PLANNING

March 18, 2014

Presented by: Jeffrey Eisenberg Eisenberg Brothers & Associates@JeffreyGroksjeffrey@bryaneisenberg.com

Two decades of CRO

• Copywriting• Testing &

Experimentation• Search Marketing• Social Media • Design & Layout

• Psychology, Human Behavior & Persuasion

• Marketing & Branding• Sales Presentation• Usability & User Experience• Information Architecture• Business & Web Analytics

Simple, and NOT for Beginners

WHO GETS TO MAKE BUSINESS DECISIONS?The answer shouldn’t surprise you

• Strategic (policies) – business model goals, persona modeling, scenario narratives, KPIs

• Tactical (procedures) – prioritization, content, copy, media, coding, campaign development

• Operational (execution) – tools, implementation, testing, measurement

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu

Babble• Executives • Finance• Organization• HIPPO

• Sales• Leads & Opportunities• Closed won/ lost

• Marketing• Brand• Experience• Product

• Designers• Creative

• Developers• Requirements

Persuasive systems

You create the system your visitor must navigate. People don't cause defects, systems do.” - W. Edwards Deming

Empathy represses analytic thought, & vice versa"You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business…"

- Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain.” (2012)

We tell stories to connect…

We distribute reports to inform…

It’s a journey, NOT a destinationConversion rate is a measure of your ability to persuade visitors to take the action you want them to take.

It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs.

- Bryan Eisenberg, 2001

Will you drown in average?

Each segment that was brought in by an individual marketing effort has different, sometimes intersecting, occasionally opposing scenarios (persuasion paths) based on their needs, motivation, knowledge, and/or purchase preferences.

Measure conversions intelligently

Overall conversion rate: Total number of actions considered conversion divided by total number of visits.

Scenario conversion rate: Total number of visitors starting a specific scenario divided by total number who complete it.

Linear Non-linear

Conversion over time: There are several measures that reveal a site's effectiveness in generating conversions over time.

The Conversion Trinity

Always an audience of one

Segments, sub-segments & more• Interests• Demographics• Psychographics• Source• Behavior• Interaction• Buying stage• Economic value• Social• Johari model• Compexogram

Decisions…

Computer Human & computer Humans

Empathically-different segments

Aggregate beats average!The only thing average about most users is that they bail out in droves, happily abandoning businesses that do not speak to them, understand their needs or provide value.

To intentionally design personas for individual variation is not an exercise in audience segmentation; it’s a strategy for selling as face-to-face as you can in a faceless medium.

Personas are composites

Achieving their goals and ours Constructing a great narrative:

• Angle of Approach. What causes the persona to realize they have a need/problem/opportunity? How do they describe that need/solution?

• Alternative Options. What options does the persona identify to try to fill that need/problem/opportunity?

• Driving Points. How does the persona learn about the company/product as an option? This can include prior knowledge of the company/product or word of mouth.

• Stage of the Buying Process. Where is the persona in the buying process? What are the obstacles to progress?

• Buying Process/Needs. What questions is the persona asking? What are the personas needs, motivations and objections? What are the competitive comparisons?

• Selling Process/Presentation. How you address the needs, motivations, objections and competitive comparisons? What does the company know that the customer does not know, but needs to? What questions should the persona be asking?

• Conversion Goal. What does the persona want to accomplish? What does the company want to accomplish?

Persuasive? It’s not all or nothing

Add robust narratives to briefs

The value of scenario planning• Improves communications• Everyone gets the big picture

and the details• Improves execution• Explicit communication

instead of implicit instructions• Improves testing• Better variations to test. And

if variations fail look to plan assumptions

• Makes more money • Improved conversions are

worth the investment of time up front

Thank you for your attention…Jeffrey Eisenberg @JeffreyGroks(347)469-1090jeffrey@bryaneisenberg.comhttp://www.BryanEisenberg.com