How To Get More

Conversions From Any Website

Too many websites

accidently repel visitors

They came,they puked,

they left

Avinash KaushikDigital Marketing Evangelist

How do you stop them from

puking and leaving?

Every visitor to your website wants the answer to one critical question

“Will this websitesolve my problem?”

Every visitor has 2 voices arguing

in their head

A positive angel

and a miserable devil

Angels look for…

• Reasons to stay • Rewards and benefits

Devils look for…

• Reasons to leave• Risks

Your visitors are wary and risk averse

Reward Risk

So the devil has the upper hand

Your website has4 to 8 seconds

to grab visitors’ attention, or they’ll leave

So a strong first impression

is vital

When your visitor believes the

rewards are greater than the risks, they’ll stay

Reward Risk

Reward must beat risk

But when they think the risks are too great,

they’ll rush to leave

Reward Risk

Never let risk beat reward

As long as your visitor’s perceived reward beats their

perceived risk they’re more likely to act

 

Reward must beat risk on every page

Every page must build or reinforce the

rewards, or lower the risk

Or you’ll lose visitors

Let’s look atsome

examples

3 examples

1. Immediate rejection2. Premature proposition3. Abandoning the goal

1. Immediate Rejection

Every visitor to your website wants the answer to one critical question

Will this website solve my problem?

They must be given3 instant answers

to these questions…

1. Where am I?2. What’s your offer?3. Why should I choose you?

1. Where am I?

Does what I see on my screen (without scrolling)

look relevant to my search?

2. What’s your offer?

Does what I see on my screen (without scrolling)

show me what you can do for me?

3. Why should I choose you?

Does what I see on my screen

convince me to stay and find out more?

Angels win when…

• The page is very relevant to their search

• Immediate reason to stay• Positive first impressions

Devils win when…

• Mismatch to their search• They have to scroll down• Looks like a waste of their

time…

How to avoid immediate rejection

• Your headline• Your photo• Your benefits

Weapons to avoid immediate rejection

Attention grabbing headline

• Your headline is vital• It’s more important than

design, photos, videos or anything else

Confidence building photo

The closer your photo is to the ideal outcome they are

searching for, the more likely they are to stay

Bullets to hook their interest

• Use captivating bullets• Explain why your offer is

the best• Keep it simple

2. Premature proposition

Buy Now!!!

Your customer buys when they

want to buy, not when you want to sell

They won’t buyuntil their reward

beats the risks

Reward Risk

Reward must beat risk

Too many websitestry to force a sale

before their visitors are ready

Reward Risk

Risks beat the rewards

Boost the rewardsand

lower the risks

Build theirinterest

and desire

Give value to your visitors

• a free video• a helpful report or• a free trial……in exchange for their e-mail

The aim is to begin a relationship, so you can build

their trust and confidence in your service

So that when they’re ready to buy they choose

you

3. Abandoningthe Goal

Is there anything more frustrating

than leading a visitor to the brink of taking action

only for them to disappear?

It happens all the time

A website persuades a visitor to act

Then…

It hits them witha cold, sinister payment page

Suddenly there are…

• no rewards• no reminders of the

benefits

Just a page demanding…

• credit card details• name and address• telephone number

Risk

A page that looks too risky

So they leave

How can you persuade them to score?

Reward Risk

Keep reassuring them

Remind them why completing the action is such

a good decision for them

Lower their risks

• show your guarantee• add some testimonials• add a trust icon to prove

your cart is secure

Break an intimidating

process into baby steps

Learn from

and remove distractions

Little baby steps and every click takes you

closer to buying

There’s no menu on their checkout pages.All distractions

have been removed

Let’s wrap up

Reward Risk

Rewards must beat the risks

Here are some ideas to test on your

website

• Headlines• Photos• Bullets• Offers

• Benefits• Easy next

steps• Simplicity

Angels Respond to…

• Guarantees• Social Proof• Contact

details• Clarity

• Trust icons• No hype• Testimonials• Fast loading

pages

Devils Are Calmed By…

Thank you

Steven Hourston Internet marketing specialist

steven@BusinessSparks.comBusinessSparks.com

+44 207 112 8814