The Unexpected Website Formulas of The Conversion Scientist™
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@bmassey Website Formulas of the Conversion Scientist™ Brian Massey Conversion Sciences, LLC Tweet Something @bmassey Unexpected
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Transcript of The Unexpected Website Formulas of The Conversion Scientist™
@bmassey
Website Formulasof the Conversion Scientist™
Brian MasseyConversion Sciences, LLC
Tweet Something@bmassey
Unexpected
@bmassey
Please turn your cell phones on.
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
What You Will Learn
18 concepts that will shake the very foundations of your idea of a website
18 ways to make your website more successful
18 ways to piss off your competitors
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Conversion ScientistFounder of Conversion SciencesConsultantNational SpeakerAuthor Your Customer Creation EquationLabwear Fashion Model
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Don’t Think. Know.Training
Conversion Catalyst ConsultingPPC Landing Page Optimization
Video that ConvertsAnalytics
Visitor PersonasFeared by Competitors Across the Internet
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Please Put On Your Safety Goggles
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Your opinion doesn’t matter.
http://www.sxc.hu/profile/silegl69
1
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@bmasseyBoosted Sales by 30%
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Your visitors don’t care about your company or your products.2
http://www.flickr.com/photos/proimos/
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Don’t “We” “We” all over yourself.
http://www.sxc.hu/profile/TWS
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Now through a single, unified user interface, design, order, provision and control cloud services with the ability to modify decisions as
needed to ensure the satisfaction of your IT goals. This is the new IT.
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Your visitors will tell you exactly what to do.3
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Start Your Conversion Lab
www.MyConversionLab.com
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Conversion is about more than landing pages, buttons, forms, and shopping carts.4
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Every click is a promise that you must keep.5
http://www.flickr.com/photos/marksetchell/
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Different ProductDifferent Girl
No mention of Wonderland Collection
Colors Match
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Every change is an experiment.6
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Every change is an experiment.6
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Specifics are the hallmark of conversion.7
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24%More leads
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Avoid Business Porn.8
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Business Porn?
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
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Business Porn?
SolarDirect.comhttp://www.sxc.hu/profile/acerin
http://www.sxc.hu/profile/guitargoa
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Who are we really talking to?
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Who are we really talking to?
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Get Creative with Images
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This took about 20 minutes using PowerPoint.
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Market research is a collection of hypotheses, not answers.9
http://www.sxc.hu/profile/Gastonmag
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10Don’t send your store-bought traffic to social networks.
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11The most important part of a design is the dollars it generates.
http://www.sxc.hu/profile/gravityx9
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£35 million in car leases in one year
from this website
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12Store the attention you’ve paid for and use it again and again.
http://www.sxc.hu/profile/Marzie
@bmasseyhttp://www.sxc.hu/profile/Marzie
Customer BatteriesSubscriber BatteriesSocial BatteriesMobile Batteries
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13The most valuable use of a blog is as a content source.
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Create a Blogcano
http://conversci.com/volcano
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14Start at the end when designing your landing pages.
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50% Off US Dollar Bills from the Leader in Dollar Resales
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50% Off US Dollar Bills from the Leader in Dollar Resales
Enter Your Credit Card Number
Your Name
Your Address
Your Security Code
The Expiration Date
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15Sometimes it’s okay—even preferable—if visitors abandon you.
http://www.flickr.com/photos/ironrodart/4265327611/sizes/o/in/photostream/
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Good Abandon vs. Bad Abandon
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Shipping and handling costs were too high.
BADForrester Research, May 2010, Understanding Shopping Cart Abandonment
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The shopper wasn’t ready to purchase the product
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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The shopper wanted to compare prices on other sites.
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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Product price was higher than the shopper was willing to pay.
BADForrester Research, May 2010, Understanding Shopping Cart Abandonment
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The shopper just wanted to save products in his cart for later consideration.
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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Retargeting and Remarketing
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16Email is the biggest social network on the planet—bigger and more effective even than Facebook.
Reply to All
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17
The job of your home page is to get people off of your home page.
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18You will find your own surprises as you continue on this journey.
http://www.sxc.hu/profile/mokra
The Conversion Scientist BlogConversionSciences.com/blog/
Twitter: @bmassey
LinkedIn: LinkedIn.com/in/BMassey
Facebook Fan Page: Facebook.com/ConversionScientist
Contact:[email protected]
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