Is getting more traffic to your website what you really need? Consider this simple formula for generating more online leads and revenue.
“Our website isn’t doing squat!”
“Why isn’t our website generating more leads?”
Many small to medium sized businesses have this problem.
The Commonly Proposed Solution
What is the #1 “solution” proposed by the business themselves (and often by many internet marketing services)?
“You need more traffic!”
So, you go out and spend $3,000-5,000 on traffic generation (SEO, Adwords) for the next 6-12 months.
You do get more traffic (Yeah!)… but there is still a problem: lead and sales levels remain pretty flat.
Why isn’t this working better than it is?
Using The Complete Formula
One reason may be that you are doing just one part of the online lead generation profit formula.
In this blog series, designed to help you maximize your revenue from your website, we have been looking at a simple formula we use here at 2nd Mile Marketing.
Traffic x Conversion x Refinement = Maximized lead generation, sales, revenue
Each part must be carefully attending to if you want to maximize results.
In part 1, we looked at the most important thing about your website traffic to insure maximum profitability.
In part 2, we looked at website barriers that reduce response (conversion) rates on your website, leading to lower levels of leads, sales, customers, and revenue. These are often things you must remove from your website.
Today we want to focus on things you must ADD to your website to maximize conversions, leading to more leads, sales and revenue.
Increasing Response Rates Using Persuasion Triggers
What is a persuasion trigger?
It is something you say, or demonstrate on your website that subconsciously triggers a positive response toward you, your company, your offer, etc.
Don’t worry, I am not referring to some unethical, mind bending persuasion trick that gets people to do things against their will or their better judgment.
You can check with the nearest cult leader on that.
I am not even referring to genuine and legitimate “tricks” that work with human nature (like reciprocity, authority, and many more). That is another article for another day.
Persuasion Triggers That Touch Deep Inside
No, I want us to return to the basic dynamic I mentioned in part 1 of this series.
It goes like this:
1. Searchers have a problem… and are looking online for a solution
2. You offer a solution for the searcher (your product, service, or information)
3. You must understand what they want… and equally as important… why they want it.
4. You must communicate to the searcher in accordance with their thought process and drives. Then, instead of talking at them, or trying to sell to them (information coming to them from the outside), you are resonating with them inside their own heads.
When you do that well, they will…
- Sign up
- Opt-in
- Inquire
- Buy something
…or whatever you are trying to get them to do.
Understanding The Reason Behind The Stated Reason
A particularly powerful persuasion trigger relates to item #3 above—understanding why someone really wants something (or perceives of something as THE solution to their problem).
People are often looking for solutions to their problems on two levels
1. Conscious Criteria
2. Unconscious Criteria
Let’s get out of the conceptual realm and talk through an example or two.
If someone is looking at a new car, what are the most important “conscious” criteria they are looking at?
Conscious Criteria
Example 1 (a mom looking at minivans)
- Roominess (doesn’t want to hear the kids complaining about not having room)
- Ease of entry and exit (lots of in and out doing errands)
- Storage capacity (lots of ballgames hauling equipment, chairs, etc.)
Example 2 (a middle age guy who wants a sports car… now that the kids have moved out!)
- Acceleration (hey, he drove a mini-van for the last 20 years (ugh!) plus he has watched many episodes of Top Gear. He is ready to have something fun to drive!)
- Handling (ditto from above)
- Interior accoutrements (fancy word for sound system, interior comfort and features)
But, on a deeper unconscious level, these two folks have certain unspoken criteria they are measuring their choices by.
Subconscious Criteria
Example 1 (minivan)–> Safety (she will be carrying the kids around).
Example 2 (sports car)–> Image… (he’s cool, he’s successful and “made it” in life)
This unconscious level touches a deeper, emotional part of the person. It speaks to them at the level of their self worth.
How does it make them feel about themselves? Does it communicate that she is a good mom? Does his choice portray him as hip and still young? What do others think of them because they drive their particular car of choice?
This deeper level is often beyond articulation… but very real.
The Real Reason We Sometimes Choose B Instead Of A
It is exposed when you offer someone everything they say they want on the conscious level… but they still choose the other item.
Consider why many people choose Apple products instead of comparable products from other manufacturers. Apple has found a way to appeal to a deeper, unconscious level of the consumers.
Remember the commercials featuring the cool Mac guy talking to the nerdy PC guys? ‘Nuff said.
Connecting With Your Website Visitor… At Deeper Levels
Here is my long-winded point. You need to know your target searcher as well, if not better than they know themselves… then touch them at deeper, emotional levels.
… how your product, service, or information will make them feel.
- Give them peace of mind
- They won’t regret using your service
- They will feel and look smart for owning your product
Do you see?
When you connect with website visitors at these deeper, your response rate will soar.
Let me say it again—
Touching your website visitor using persuasion triggers can increase your site’s response rates leading to more leads, calls, and sales TWEET THIS
Soaring Past Your Competitors
Let your competitors spend tons of money getting more visitors to their site. They need a lot more just to get the same number of leads and sales that you can get… because you are persuading a higher percentage of website visitors.
Imagine what happens when you get the conversion component right… and then turn up the traffic?
What You Need To Do Next
1. There is still one more crucial part to the formula. Click here to learn how you can keep increasing your website’s revenue with each passing month. This is really the secret sauce!
2. Share this article with someone who would benefit from these insights.
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