Boosting E-Commerce Conversion Rates with Persuasion Scenarios

Presenter: Bryan Eisenberg
Broadcast on Thursday, November 09, 2006
Duration: 90 minutes
Cost: $129

Across industries, conversion rates are stalling—or falling—and it takes more traffic to convert fewer people. Technology keeps improving. Broadband penetration continues to rise. Still, websites are converting like it’s 1999 (2.4%, by recent estimates). Making matters worse, traffic cost inflation is coming to an advertising budget near you; it’s become progressively harder to buy our way out of poor online planning with overpriced keywords.

B2C’s say they want traffic, but what they really want is more business. Whether you sell flowers or plasma TV’s, the mad dash among ecommerce sites to get more clicks often isn’t worth running. Wouldn’t it be great if you anticipate customer motivations and boost revenue without depending on analytics guesswork to call the shots?

If you think your ecommerce site is helpless compared to big-budget competition, think again. By crafting and analyzing Persuasion Scenarios for your customers, you can help visitors buy from you on their terms—funny, since those are the only terms they’ll accept—and generate multiples of ROI. By modeling customer behavior with Persuasion Scenarios, you can fix holes in your sales process by understanding your customers’ buying process.

You Will Learn

How to create and analyze customer Persuasion Scenarios; and tips on how to fix them if they’re not working
How “scent” leads customers and potential clients to effectively find what they want, even when they aren't aware they want it
How to get visitors to qualify themselves by strategically positioning content and forms
Why page-based (“on-page”) optimization techniques will not bring in multiples of ROI, and are not the home runs they’re cracked up to be
How to engage visitors from the search through the checkout
How answering three key questions can increase your Web marketing ROI tenfold
Why Persuasive Momentum is the key to keeping visitors engaged Planning techniques for the single customer-centric principle: relevance

Who Should Attend

Marketing professionals responsible for the success of their company's website.

About The Presenter

Bryan Eisenberg is recognized worldwide as a leading expert on online marketing and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts. Bryan also is an inventor of Persuasion Architecture™ for which a patent is pending. Persuasion Architecture is a process for persuading customers when they ignore marketing.

Bryan is a co-author of the #1 best-selling Wall Street Journal, New York Times, USA Today, and BusinessWeek best sellers: Waiting For Your Cat to Bark? and Call to Action. He is the publisher of Future Now's award-winning newsletter GrokDotCom, is the author of ClickZ's column "ROI Marketing", and has been a featured speaker at Ad:tech, DMDAYS, Search Engine Strategies, Shop.org, Internet World, Net.Marketing, DMA Annual, eMetrics Summit, Electronic Retail Association, & ClickZ Email Strategies and also teaches at Roy H William's Wizard Academy.

Bryan has been featured by The Wall Street Journal, The New York Times, Business 2.0, CXO Europe, Forrester Research, Jupiter Research, Miami Herald, BrandWeek, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft's bCentral, MarketingSherpa, the Toronto Star, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing, website design and improving online conversion rates, and web analytics.

Bryan is also one of the founders and Chairman of the Web Analytics Association. A successful entrepreneur in his own right, he also has consulted to and run seminars for companies such as: Universal Orlando, GE, PriceWaterhouseCoopers, AeroTek/ Allegis Group, Dell, Volvo, Computer Associates, Overstock.com, LowerMyBills, Agora Publishing, CafePress.com, SAS and many others.

What Participants Said

Of the participants who evaluated this seminar, 95% would recommend it to a colleague. Some of their comments:

"Bryan's examples were on target, relevant and insightful. He explained his decisions in depth and did not pull punches when giving poor examples of persuasion. No fluff and no wasted time."

"Good overview of why conversion rates are often so low. Good examples of relevance and the 'scent of information.'"

"It was an informative presentation with personal stories that help relate Hispanics to non-Hispanics."

"You'll leave the seminar eager (anxious?) to re-design your site to meet your prospects' needs - and understand what you need to do to achieve this."

"Very good examples of how companies do not use their online ads properly, and how they do not consider the questions their customers will ask themselves while visiting their websites."