I did not get a chance to write this event up till now - a couple of weeks ago I spent a day with Bryan and Jeffrey Eisenberg at a Call to Action Seminar given at NYC Seminar and Conference Center, located in Chelsea, New York City. The seminar was all about putting the Call To Action ideas into action.
I got a lot out of attending the seminar and noticed that I was looking at sites a little differently after I attended (even though I knew a lot of the informoration already because I had read the Call To Action book (and own two copies).
But I did not publish my notes right away because I was so busy the last couple of weeks - I literally forgot to.
Here are my notes:
Average number of visits to conversion = 7 Average conversion rates are 2.3% to 3%
Many sites have approach of getting "married now" - which is not realistic - not how people really are.
You stop optimizing when you reach 100% Conversion - but we never will find 100%.
97.6% fall out because of FRICTION and people have been satisfied with a low conversion rate. It should be about 12%; some sites could be higher - Proflower.com 25%
Google, 1-800-GOOG-411 Local Advertising
What actions are we trying to get people to take?
Myers-Briggs - what all this is based on - MBTI
Scotty,
Bones,
Kirk - SP
Spock -NPThat's why the show worked, it had all 4 Temperaments
We make decisions emotionally
4 types - we looked at various sites and tested which type each site appeals to
All our sites suck!
Scent - we're losing people because we don't talk to people the way they want to be talked to.
Brand will buy you forgives - at least, initially.
web analytics consulting - Yahoo, doesn't convert? Zaaz.com, poor level of approach,
Self Disclosure and Communications
Complexagrams - persuasion happens on the extremes - not the middle. Blue - Green are Trust colors.
Category pages are often the problem.
Alignment matters also (see study).
People don't really read online (how much money is the business losing every day).
People will scroll for content - not forms.
Exercise with people talking about their own sites.
Test Headlines, Test Asking questions in your Headlines.
Copy reflects a mood.
Google Website Optimizer - look at the places where the biggest holes are and fix
Web Analytics - organized today on the way business likes to do business not the way people accomplish
Sample Kpi's for media sites
subscriber conversion rate
percentage of new and returning visitors
average pageviews per visitor
average time spent per visitor
Lead Gen Site
Contact us conversion rate
visitor or inquiry conversion rate
visitor to white paper/download requests rates
conversion to inbound phone-calls
Percent leads to qualified leads
Percent leads to sales
Percent of new and returning visitors
There was more that I could have written down - I was busy focusing on the material so I did not write as much down as I'd have liked to.
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