- The average ecommerce conversion for desktop is at 3.83%
- The average ecommerce conversion for mobile is at 2.03%
- The average ecommerce conversion for tablet is at 3.84%
The higher the price product or service, the more work you have to do, and the more proof you have to offer to help the customer feel comfortable buying from you.
The process of doing this needs to start much further back than at your website. You can build trust in many ways both offsite and on.
Creating familiarity with your products & brand, & demonstrating how other people relate to them is the place to start.
The reasons most website owners have trouble with onsite conversion are as follows:
- They don’t know what content their audience really wants (we will call your audience Bob).
- They don’t know what their audience’s (their Bob’s) biggest problems are and how they can help him/her solve them.
- They don’t know how to create funnels and build real trust with an audience.
- They don’t know where to find the audience in the first place and how to bring them to a website in the most efficient ways (instead of just paying for traffic).
- They have a high bounce rate on a website or a low conversion rate from visit to sale and no way to follow up with the people that leave.
Solutions as a website business owner:
- You need to understand your Bob, what they want most and where he/she hangs out online.
- Create a content funnel so that you can satisfy your audience at every stage of their interaction with you – in social media or other website touch points with these people.
- Most people don’t buy the first time they visit so you need to build trust by delivering value at every contact/touch point.
- You can build a content funnel and marketing map that is easy to follow and delivers long term quality visitors.
- You can create content on your website that follows a funnel system.
All of these issues can be solved easily if you do your initial homework right.
For most online marketers, creating a content marketing plan can seem daunting.
It can feel tedious and overwhelming task to set up.
In actuality, it’s just a step by step process to create a low but profitable marketing funnel.
Understanding Your Audiences
Let’s start with who your audience are. You need to have a clear defined picture of your audience.
If I asked you to give a description of your ideal audience, the people that want your products and services, how would you describe them?
If you gave your audience a persona, a name, like Bob or Bobby, how would you describe them?
How would you describe their age group?
The type of clothes they wear?
What are their interests?
What are the type of vacations they like to take?
What are their hobbies?
What they like and what they like to avoid?
Where do they hang out online?
These are some of the questions you need to ask yourself, so you can really get into the mindset of the people you’ll be relating to.
We referred in the first lesson to our/your audience as Bob or Bobby.
We will refer to Bob often, because we want you to get to know your “Bob” so well that you think of what your Bob wants and needs every time you write content on or off your website.
Why do we do this?
Well if you wanted to give a friend a gift, you would think about what they are most likely to enjoy right?
You are making friends with your audience – so thinking of how you can serve them online is no different!
And if you want to go to a vegetarian pot luck dinner party, you wouldn’t take beef pie right?
You want to give your audience what they want, in the language and style they want it in.
So you need to know your Bob!
When your audience – your visitors arrive at your website, – they are there for an experience.
If as result of interacting with your content, they get the “satisfaction” or solution they want from engaging with your content then it makes sense that they will be much more likely to come back, and maybe buy something.
You see it’s not the “thing” they buy that they are really wanting – but how they will feel as a result of buying the thing.
[bctt tweet=”Help people decide they want your stuff instead of convincing them. Frank Kern”]
The funnels you create offsite and on your website take them through a process, both emotional and practical, to get to the point they are ready to buy.
They go through stages we will be talking about more in a later lesson, from Browser to Shopper then Buyer. Your Bob could be at the browsing, shopping or buying stage when you first “meet” them.
You need to meet them wherever they are at, and send them to content that is specifically designed to satisfy the questions and interests at the stage they are at. This is what we call a funnel, or can be seen in the circle diagram below.
In our consulting sessions we take you through a very thorough process so you know exactly who your Bob is, and what Bob wants at every stage of the funnel (meeting their needs at every step).
- Quality content = content that best satisfies your Bob
- A satisfied Bob is more likely to trust you can buy = higher conversions.
It’s the EMOTION or FEELING your Bob gets from buying an item that is their true reason for buying it.
For example, do you buy an item of clothing solely because you want to cover your body, or do you want it because you want to feel comfortable, be warm, look great, be dressed appropriately for work, stay warm when out, or be fashionable and trendy?
This may sound silly at first. But when you think about it, we are emotional creatures are we not? We are “herd animals” if you take the concept down to a DNA level. We care about how we are seen by others, our tribe, we may want to belong or to be unique, but we still want to feel like we can belong somewhere right? We feel safe in groups, or tribes and rely on our tribe members to give us feedback and confirm whether we are part of our tribe, or not.
We want to feel safe, smart, be seen to be making good decisions, or problems and annoyances so they are no longer part of our lives.
These human conditions make it possible for other tribe members who have those solutions for us, to provide them.
So… who are the people you want to deliver that satisfaction to, and what do they want to feel or achieve as a result.
The more detailed you are when doing your audience research – the clearer your digital marketing picture will get. You can then begin forming tangible content around your audience’s desires.
You need to know what they want but also what they want to avoid – think of it as the carrot seed oil and stick principle. The carrot is what they want, and the stick is what they want to avoid.
To make this task easier, you can write down some questions about your audience, then go do your homework based on those questions.
Imagine the person or persons who are your customers. Do they fit into any age or other demographic? Imagine these people, what do they look like, how do they dress, what hobbies do they have, what interests and preferences to they have? Are they price driven when buying products and services, or quality driven?
The idea is to get a very clear picture of what these people (your Bob’s) want and expect from you.
To help us through this process, we use the Who, What, Where, Why, When and How formula.
Some base questions:
- Who are your market? Lets call them Bob/Bobby. Describe Bob in detail. Even down to their dress sense. What is their schedule? When do they use the internet to socialise or work?
- Who do they currently talk to about their ideas, share problems and thoughts with?
- Who influences them currently? Who do they look up to and listen to?
- Who else COULD your audience be? Who is your fringe audience, the people who might be your audience in future if they had some exposure to your brand and conditioning (more on this later)? This will become more apparent as you work through this course.
- Where do they currently “hang out” and communicate with each other? Forums, comments, Facebook, Twitter etc?
- Where do they currently go to buy their stuff and why? Write down all the factors that you think make them want to buy. We will ever more of this soon as there are a lot of hidden psychological factors most social media marketers haven’t thought about as factors in their visitors buying decisions.
- When are they online? When do they interact generally depending on what their lifestyle is. Moms may be online when all their kids have been tucked into bed as an example.
- When do they buy, seasonal but also when do they have time to make a buying decision. This is important because some people browse online then come back in their “focus time” to actually make that decision.
- What is important to them? You can describe something they are obsessive about?
- What do they currently respond to online? Reviews, Competitor sites, Questions or forums online, Content like images or text or video? Instructional type information?
- What do they most want to FEEL as a result of buying your product or service?
- What do they need to know to feel comfortable buying your stuff?
- What do they most want to avoid? What are their fears associated with buying your products e.g. quality, service or other issues? What products have lots of spam reviews or poor reviews, people see that and develop fears. Are there any of those associated with your type of product or service that you need to be aware of?
- What do they need to hear or see to be able to commit? Guarantee or familiarity with your brand and to trust you by getting to know how you deal with your audiences or current clients?
- What do they worry about? What problems tho they have that your product or service can solve? Carrot seed oil and stick!
- What do they currently respond well to (or badly)? You can find this in reviews sections or websites like Amazon or comments.
- What benefits can you offer or how can you help your audience and DEMONSTRATE VALUE though content before they buy from you?
- What does your audience talk about most?
- What stages are they at? Are they browsing, shopping or ready to buy?
- Why would they buy your product vs your competition?
- What resistance have your customers had previously to buying your products and services and why? What have they needed to get them over the line before they were ready to buy?
- How does your audience (your Bob) learn about products and services like yours currently?
- How do they currently purchase from you or your competition? This can also mean monthly or annually if a subscription.
- How do you currently make them feel comfortable to buy from you? How else could you help them feel comfortable (we will cover this more soon)?
Some of these may seem like repeat questions, but the purpose of this exercise is to expand your perspective so you can look at your potential marketing strategy with fresh eyes and from your customers perspective.
The more you do this often the more you will discover about your audience and how you can connect with them in a customer-centric way.
Download your Bob worksheet here to stimulate ideas for YOUR Bob’s profile. Bob Worksheets PDF