Evolution of MarketingPersuading Customers when they Ignore Marketing

Presented By:

Nathan StewartDate: 10th June 2010

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About Alkemi – Your Web Efficiency Partner

Building online businesses with the traffic you want and the conversions your need.

Web Site Development Persuasive Interface Design Search Engine Marketing (PPC Management) Search Engine Optimisation (SEO) Landing Page Optimisation Conversion Enhancement & Persuasion Architecture™ Web Analytics Multivariate Testing – Google Website Optimizer Social Media Optimisation (SMO) Content Development and Copywriting

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Alkemi Client Portfolio

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The rapid growth of the Internet is astounding!

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The Internet has forced Marketers to Evolve

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Big is no longer an advantage. In fact, it’s the opposite. If you want

to be big, act small.

1. Consumers have more power than ever before.Treating them like they don’t matter doesn’t work.

2. Multiple channels of information mean it’s almost impossible to live a lie.Authentic stories spread and last.

3. The ability to change fast is the single best asset in a world that’s changing fast.

4. There are no side effects. Just effects.

5. Indulge short attention spans.

Recommended Book: ‘Small is the New Big’ by Seth Godin

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Push Versus Pull Marketing Techniques

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Versus

Sellin

g Pro

cess

Buying P

roce

ssProspect Recognition

Rapport Information Search

Qualify

Present

Close

Satisfaction

Evaluation of Action

Purchasing Decision

Action

Post Purchase Evaluation

Buying Process Vs Selling Process

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Average websites are pretty average....Focus on satisfying Customers and Persuading them to take Action

Start Step Step Step Conversion Goal

Micro Actions – These are also points of conversion.

In a highly competitive market you need to be vastly better than Average!

1. An average website converts only 2% of its clicks into sales or enquiries (aim for at least 6-8%)

2. Most websites loose most of their visitors in the first few pages of their site. It is unfortunately all too common to see Bounce rates of 40% or more (aim for less than 25% )

SALES is simply a transfer of CONFIDENCE to a person that has a

need.

CONFIDENCE is best transferred online through RELEVANCE

Google’s Current Valuation: US$150 Billion

Not bad given Larry Page and Sergey Brin only meet at Stanford in 1995!

“Why We Buy” by Paco Underhill

A study is conducted in a home wares retail chain to see the average amount of shopping time a user spends in the store.

Results:

• Woman shopping with a female companion: 8 minutes 15 seconds

• Woman with children: 7 minutes 19 seconds

• Woman alone: 5 minutes 2 seconds

• Woman with a man: 4 minutes 41 seconds

• Average amount of time users spend on a website: 2 minutes and 36 seconds.

Question: When at a shopping centre, which place do customers walk the fastest?

Answer: Car Park and ‘Twilight Zone’ or Entrance

Question: How many words can effectively be read on a door sign as somebody enters a shop?

Answer: None

Search Engine Referred traffic discloses Customer Intent on arrival

Interested in Used Car

Committed to certain Brand (Holden) and Model (VE)

Shows signs of being price sensitive and is seeking a Deal.

Probably a man about to get engaged

Has an interest in a snazzy design

Is seeking a Diamond ring

The prospect has a Cat

It’s Fat

They think by feeding it more it’s going to help the situation!

Persuasion Architecture…Understanding how people communicate

Pace

Deliberate

Quick

EmotionalBias

Competitive Spontaneous

Methodical Humanistic

Logical

How we buy

Deliberate

Quick

WHAT WHY

HOW WHO

Competitive Spontaneous

Methodical Humanistic

can you do for me?

should I buy from you?

does it work? has used you?

Pace

BiasLogical Emotional

Top rating shows are relevant … why?

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The Simpsons

Quick

Bias

DeliberateLogical Emotional

PaceMethodical

Spontaneous

Humanistic

Competitive

Sex and The City

Competitive Spontaneous

Methodical HumanisticPace

Bias

Deliberate

Quick

Logical Emotional

Myers Briggs Psychological TypesSPONTANEOUSAttitude: Personal, activity oriented Question: Why is your solution best to solve the problem? Approach: Address values and provide assurances, credible opinions rather than optionsSample Copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

METHODICALAttitude: Businesslike, detail orientedQuestion: How can your solution solve the problem? Approach: Provide hard evidence and superior serviceSample Copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

HUMANISTICAttitude: Personal, relationship orientedQuestion: Who has used your solution to solve my problem? Approach: Offer testimonials and incentivesSample Copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

COMPETITIVEAttitude: Businesslike, power oriented Question: What can your solution do for me? Approach: Provide options, probabilities and challengesSample Copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

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Recent Web Development & Design Examples

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Recent design examples: New Site Design and Build

Conversion Rate increased from 1.83% to 3.07% with the launch of the new site.

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Recent design examples: Landing Page Optimisation

Conversion Rates for this page increased by 125% (from 1% to 3.15%) since it was launched.This is the equivalent of an additional 260 leads annually or $68,900 in additional revenue!

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Recent design examples: Conversion Assessment & Interface Design

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Recent design examples: Conversion Assessment & Interface Design

Nathan Stewart

nstewart@alkemi.com.au

www.alkemi.com.au

Ph 03 9431 4044

Questions?

"Discovery is seeing what everybody else has seen and thinking what nobody else has thought." - Albert Szent-Gyorgyi