Conversion depends on what?

Conversion doesn’t depend on one single action, one single blog post, one YouTube video or one Facebook ad copy.
Various factors, events, and efforts contribute to it… in fact it is a journey. It is that small wins you get from your website visitor until he becomes your paying customer.

So, if I have to identify and list down the factors which contribute to the conversion- that big event of the prospect pulling out the money from his pocket and paying you to exchange your products or services… this is how it will look like…

Conversion depends on the following 6 factors… there is much more to this game of building your buyers journey right from discovering your products or services till the purchase point and a lifelong journey beyond that which I talk about in my email marketing automation system… but in this video I am going to show you the 6 factors which plays crucial role in conversion..

The first factor is authenticity…

Steve jobs used authenticity in his town hall meetings to build APPLE’s brand…

Authenticity is all about you knowing what you stand for, you truly believing in what you stand for and taking necessary action to build momentum on that.

Let say if you are a SAAS company… and you sell HRMS solutions.. you should know what your organization stands for… do you stand for building Human Capital???, Increasing Productivity?? or you are creating products which will make people life easy and simple…

and showing your vulnerable and transparency is part of being authentic

When you share your story, people can understand and relate to you more. They will see your organization human side, just like them, and this will create a deep connection.

Another way to build authenticity is to stay true to yourself. Authenticity is often defined by saying “be yourself.” If you are not being true to who you are, then no one will find value in the work that you do. You have to learn what makes you feel most alive and do that thing every day.

If you want to be the most authentic version of yourself, then demonstrate this by your actions and decisions. When you make a decision, ask yourself whether it follows what’s true for you or not.

If you are representing a brand, or an organization… how do you show your transparency and vulnerability, how do you show that your organization is being true to its values and purpose?

You can do that by sharing the kind of effort, thinking and the work which your team is putting into building the products which your company offers…

Steve jobs used this strategy in his Town hall meetings to build authenticity for APPLE…

The Second factor is to build trust

and to be consistent and honest in your dealings with others… whether be it in business or personal lives it doesn’t matter. When you make a promise, keep it. When you share information, be truthful. These small things go a long way in building trust.

Starbucks the coffee shop retail chain set an unprecedented example for being truthful… when one of the managers in the Philadelphia store acted based on racism… they not only fired him but also closed down 8000 stores to conduct a training to connect with all their employees to reinforce the values they stand for by sacrificing several million dollars in the process.

They could have easily brushed the incident under the carpet and moved on with their dominance in their business, but instead they made it public and really stood for their organizations values…

The Third factor is credibility.

Credibility comes from backing up your work with data, detailing your contribution and briefing the outcome of the work you did. Let’s say If I am a programmer, it is not enough that I tell people that I have worked on such and such products… you build credibility by detailing the objective of the project, what was your contribution, what role did you play and what was the outcome.

Same goes in business as well. If you are able to showcase the projects you did, or the solutions you delivered with data, with the challenges you faced and how did you solve the problem and what outcome your service achieved… then you will build credibility in the market place.

If you have a customer who is happy about your products and services.. ask them to give a Google review, request for a video testimonial and put that your YouTube channel or website..

The Fourth factor is Value addition

The most common way to add value to a prospect is by demonstrating how your product or service can help them achieve their desired outcome. You can also add value by providing helpful resources, such as industry reports or comparative pricing data that can help the prospect make an informed decision.

Sharing how you are able to solve the same kind of problems your customers were facing will add incredible value to your prospects. And this leads to one more step in achieving that big event which is the final conversion.

The Fifth factor is Experience

The most important event that makes or breaks the conversion is the experience.

Are you developing and designing products which gives a good experience, wow factor to your customer?

If you are into software products or tools you can give them a free demo or free trial to let your customer experience your products and services by using them…

If you are into real estate you can take them on a property visit or a site visit to show you case your property which you wanted to sell…

If you are a product manufacturer… you can give low cost samples, ship the first purchase for free or discounts on the first booking…

The objective is to give them a real time hands on experience which has the ability to convince your customer than anything else.

The Sixth factor is Offer

Now you might be thinking… Is it necessary to have offer as a factor in the process of conversion?

Procrastination, doubt, fear is all part and pops up in the way of decision making… especially when it comes to building your brand online this makes more sense… a study says 73% of the website visitors procrastinate for one or other reason…

The reason is… they want to travel with you till they are confident of buying from you…

And offers play a major role in removing these, doubts, creating urgency, breaking procrastinations and motivating prospects or your website visitors to try and buy your products and services.

You need to understand to design the right kind of offer which suits your buyer’s needs. If you get your offer right… then it can lead to the big event of final conversion really fast.

If you are able to win your prospects confidence through each and every step… during their buyer’s journey… then the conversions will start happening as a result of the small wins you get…

In online world… the big decision doesn’t happen immediately… the journey happens in milestones… in small wins and in consistent action steps your prospect takes…

To discover and learn more about converting your website visitors, leads and prospects through email marketing automation click here and get access to my “email marketing automation blueprint”

I’ve seen many businesses struggle with marketing automation in the past, but when they implement it correctly their conversion rates skyrocket. I show you how you can implement marketing automation effectively convert your website visitors, your leads and your long term prospects into paying customers in my email marketing automation blueprint…