5 Principles to Boost the Selling Power of Any Website,

Ad or Marketing Material

Kevin McCaffrey

Conversion Rate Optimisation

Help BusinessesIncrease Profit

TRAFFIC + CONVERSION = PROFIT

What is a Conversion?

1000 Visitors?

What Affects Conversion?• Usability

–Website Design–Page Structure–Forms & Funnels

• Persuasion–Visitor Motivation–Understanding Objections–5 Principles

Research

Web Analytics User Tracking Surveys

Persuasion

Why People Visit But Don’t Take Action

They want to think about it til later

They don’t have the problem you solve or it isn’t urgent

You stand out from everyone else

They don’t believe you

Your offer isn’t worth the price to them

Problem

Promise

Proof

Irresistible

Action

Desperate

Unique

Immediate

Overwhelming

Offer

The 5 Principles• Desperate Problem

• Unique Promise

• Overwhelming Proof

• Irresistible Offer

• Immediate Action

Desperate Problem

Does your product/service solve a DESPERATE problem?

A Dentist

A Dentist• I’ve got a toothache

• I’ve got an incredibly painful toothache. Its a stabbing pain & it throbs with every heart beat it. I can’t work, I can’t sleep, I can’t eat, It’s driving me crazy and I really need this sorted out now.

#1 Desperate Problem• Does your product/service solve a truly DESPERATE problem (like the desire to

get away from a hungry bear)?

• Can you reposition the product/service to solve a problem people feel is desperate, urgent, or vital to their life right now?

• Prevention is a HARD SALE, but people will line up around the block to eliminate PAIN they currently experience!

• How can you specifically target customers who already feel the pain you can help them solve?

On the First Screen of Your Website… Above the Fold

• Is it obvious what problem you solve?

• Does your “perfect customer” raise their hand and say – this sounds exactly like me?

Unique Promise

Do you make a UNIQUE promise when they land

on your Website?

• The headline must stop someone dead in their tracks with a UNIQUE Promise with built in curiosity – “HOW will they do THAT?”

• The worst statement a visitor could make about your ad…

“I’ve heard that before.”

Gone In 5 Seconds…

Unique Promise

• A Guaranteed Solution to Their Problem• How Will it Make Their Lives Better?• How will you Help them Make the Right Choice?• How soon will They See Results?

Buying an SUV

• Price of Entry Benefits–4 wheel drive–It needs to be Big–Fits 3 Kids and 2 Dogs–It Needs to be Value for Money

Do They Meet our Requirements?• Price of Entry Benefits

– 4 wheel drive– It needs to be Big– Fits 3 Kids and 2 Dogs– It Needs to be Value for Money

• Point of Difference Benefits - Mitsubishi– Worlds First Hybrid SUV– No Road Tax– 148mpg

#2 – Unique Promise• Do you make a unique promise that none of your

competitors currently match?• Is your promise a benefit which speaks directly to

the prospect’s desperate problem?• Is it a unique point of difference benefit?• Is it above the fold?• How is this unique promise a show stopper for the

desperate problem? So Customers wouldn’t consider going anywhere else.

EXAMPLE: Create an Astonishing Guarantee

• What kind of guarantee could you create that would make your competitors ‘sick’ to even try and emulate?

On Time. If there’s any delay, it’s you we pay.® If we’re not on time, we pay you $5.00 per each minute we're late.

Unique Promise Idea Starters• Lowest Prices• Largest Selection• Healthier (organic, greener, better for

environment)• Most Energy Efficient (highest mpg)• Affinity Groups (Example: Endorsement +

Unique Promise)• Customer Service (must be backed by

stories)• Payment Options• By Referral Only• Club Membership

• Easiest to Use• Fastest Service or Delivery• Most Convenient Locations• Upscale Appeal• Longest Lasting or Most Durable• Compact Product• Locally processed• Extensive Hours• Specialisation in Niche• Personal Attention & Customisation• Outrageous Guarantee or Warranty

Overwhelming Proof

Do you offer OVERWHELMING

proof for every promise you make?

“Proof Hiding Disease”: The inexplicable need of site owners to bury their best proof deep in the site in sheepish statements hardly anyone reads.

Prove Your Case• What testimonials and case studies do you have to back-up all your

promises?

• Do you have major scientific studies backing your promises?

• Do you have more features (and therefore benefits) than the competition?

• What other forms of authority can you demonstrate: books, publicity, stage presentations, celebrity endorsements, etc.?

• Position yourself as a Trusted Adviser by publishing content, email, videos, and newsletters for your target audience.

30 Ways to Provide Proof• Testimonials • Case Studies • Product Reviews • Company Reviews • Achievements • Expertise • Publicity • Demonstrations • Scientific Studies • Reason Why • Human Face/Story • Specifics • Explain How • Word Pictures • Handle Disbelief • Guarantee

• Admit a Fault • Specialize • Connect With Locations • Personal Tidbits • Challenge Them to Put You to Test • Contact Info • Certified Shopping Logos • Terms of Use & Privacy Policies • Celebrity Endorsements • Professional Design • Valuable Content • Social Media Proof • Competitions • Comparison • Tell the Truth • Logical Progression

Irresistible Offer

Are you giving an irresistible offer worth considerably more

than the asking price?

#4 – Irresistible Offer

• Will it be more painful to ignore your offer than to exchange their money for it?

• Is it totally RISK FREE to them…and an amazing value at the price?

What is the Strategy Behind Your Offer?

• Is this offer a ‘loss-leader’ to bring a volume of people through the door who you can profit from later?

• Do you need to make a profit on this offer?

• Are you trying to get people up to the cash register for impulse up-sells and cross-sells?

• Are you trying to generate a list of buyers you can capitalise on over the next X years?

What Kinds of Offer Can we Make?

4 Steps to a Winning Offer• Describe Your Offer: What do you want customers to buy in this offer?

Are there any options (silver/gold/platinum)?

• What Bonuses/Gifts/Extras Could Your Provide: How do these build on or define your unique promise?

• Set the Price & Terms: What price fits best for the strategy behind this offer? Can you give terms such as monthly payments or 6 months same as cash?

• State Your Guarantee: This is an opportunity to restate your unique promise & remove risk from your customer’s purchase.

Immediate Action

Are you asking for an immediate action?

#5 – Reason to Act Now

Would it motivate a lazy person to jump out of bed in the middle of the night to beat your deadline?

Authentic Scarcity• Discount Limited Time Specials• Coupon Discounts• Buying Frenzies: People waiting outside for Black Friday

specials or iPhone launches• Remind the client what will happen if they do nothing. The ‘fear

of loss’ is stronger than the desire for gain.• Example: I have a limited number of clients I can help at any

time. When I get overbooked, your name is added to my waiting list for my next available spot.

A Real Life Example

•Desperate Problem

•Unique Promise

•Overwhelming Proof

•Irresistible Offer

•Reason to Act Now

4.3% v 6.1%

Car Loan

Gap Protection

£250

These 5 Principles Can Supercharge the Selling Power of…

• Websites• Google AdWords• Facebook Ads• Social Media Posts • Emails

• Brochures• Direct Mail• Newspaper Ads• Yellow Page Ads• Radio Ads• Phone Scripts• Flyers

If People Aren’t Buying From You…

• You haven’t clearly called out the audience you’re speaking to and communicated a desperate problem they’re willing to spend their money on…

• Your promise doesn’t stand out as a unique point of difference from every other solution they’ve been presented…

• They simply don’t believe you…

• You haven’t demonstrated the value of your offer and removed the risk behind the purchase for them…

• They’ve decided to put it off till later, because there isn’t a good enough reason to make a decision today…

Ideal ClientAvatar

Evaluate Against the 5 Principles

Superior Selling Strategy

Strategic Income Blueprint

Superior Branding Strategy

Strategic Traffic Plan

Strategic Alliances & Referrals

F.U.E.L.

Growth AccelerationSystem

The 5 Principles are Just 1 of the 8 Ways I Help Businesses Grow

Contact

kevin@conversion-rate-services.com

@ConversionRate_

Kevin McCaffrey