The Jim Jones Approach to Online Conversion

It's pretty well known that your website has only a few seconds to prove to your visitor whether they are in the right place. If you have captured the right client and they decide to stay a while, you need to use "The Jim Jones Approach" to convert them. The key is to know your audience inside out (see my post on Personas) because if you aren't thinking the way they are, not only will they not convert you're going to lose them completely.

Path To Sale - Each product and service in your arsenal has a totally unique path to sale. Even if you sell an product identical to your competition, your visitor has unique needs that brought them to you. Having a solid understanding of this draw is extremely important to a positive outcome. If you do have direct competitors, study their public sales vehicles: websites, seminars, stores, etc. You need to know their sales process in order to find ways to improve yours. Knowing why people buy, when they do and how long it takes before they actually do will help create the flowchart for your sales process.

Lead Them To the Kool-Aid®: You rarely catch a client at the perfect moment where they are willing to buy on the spot. Depending on the complexity of your sale, you may need layered conversion goals for each prospect. E.g. The buyer of a luxury yacht will probably require many touch-points and a series of smaller conversions before they convert to purchase. Where as someone buying golf balls will have fewer steps before they buy.

Buy/Not Buy - To eliminate the buy/not buy issue you need to give them options depending on their position along the sales path. Some prospects want passive information and others want to talk with someone. Having options for your prospect at each step of the process is one way to keep them engaged.

Other Friction Points - The prospect has stayed on your site for a minute or two (a pretty decent achievement, btw) and has further questions or concerns. Your job is to determine what those are in advance, answer them quickly and get the prospect back on the path to conversion. Google Analytics is a goldmine for figuring where you're losing them. Use it. It's free, though it does have a learning curve for most people.

Oh Yeah! You have converted: they have signed up for newsletters, a free trial, made an appointment or purchased. Whatever you do, don't stop using the conversion approaches. You should always be moving them closer to drinking your Kool-Aid® (purchasing) and then ordering another round for all their friends (referrals)!

Paula Pollock is Director of the Pollock Marketing Group: helping business owners attract consistent clients with less effort. To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com

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I was going thru a marketing overhaul and Paula was an invaluable resource. I felt that I was so involved in my business that I might have lost touch with who my customers are, what matters to them, and the best features and benefits to promote in order to grab their attention.Paula helped me develop a Persona Chart, precisely targeting different segments of the market and defining their different persona, along with the benefits that would touch them the most. It is my basis for all marketing material being produced from now on.

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