Any great search marketing effort begins with some idea of who you will be attracting to your site. Duh. At PubCon 2009 in Las Vegas, Brian Massey took a group of search marketers through the process of dismantling the false images of who they are marketing to, and helping them focus on the visitors that will generate success for them and their businesses.

1. Conversion Strategies That Turn Searchers into Buyers Presented by: Brian Massey Conversion Sciences www.conversionscientist.com/pubcon

2. There are Two Keys to Search Conversion

3. Quality Traffic http://www.sxc.hu/profile/rolve

4. Relevant Keywords Good Organics Relevant Ads Quality Traffic http://www.sxc.hu/profile/arki

5. Relevant Site Content http://www.sxc.hu/profile/bizior

6. Useful Clear Usable Relevant Content http://www.sxc.hu/profile/bizior

7. Who determines what is Useful Clear Usable Relevant? Your Searchers http://www.sxc.hu/profile/asifthebes

8. Duh

9. To increase conversion, we’ll explore:

10. To increase conversion, we’ll explore: Who you’re currently selling to (you might be surprised)

11. To increase conversion, we’ll explore: How to organize what you know about your searchers

12. To increase conversion, we’ll explore: How to know exactly what to put on your Web site

13. To increase conversion, we’ll explore: How to help searchers find it.

14. Your Searcher PersonaYes, you have one

15. The ideal young male… Your Default Persona: The Perfect Customer

16. …oh, and some are female… Your Default Persona

17. He may live in the north…

18. …or in the South…

19. She is well off…

20. …in some cases.

21. He makes spending decisions quickly...

22. …but she needs a great deal of information to make a decision.

23. He makes decisions on his own…

24. …but follows trends set by others.

25. How do you market coherently to this kind of searcher?

26. With Mixed Messages and Irrelevant Content Sponsored Links Parka-lounger Sun or snow, it doesn’t matter You can enjoy the outdoors www.buyschtuff.com Cross-dressers Men, let your feminine side shine Women, get your man on www.buyschtuff.com 26-Step Quick Purchase Download our 12-page report and order your products faster! www.buyschtuff.com

27. Break Brad into his individual piecesand market to them

28. How do you organize what you know about your customers so that you can take action? Sales Data Segmentation Studies Analytics Focus Group Notes Industry Research Product Specs

29. Touchpoint PersonasForm a Bridge between Data and Action

30. Touchpoint:“A point of contact between a firm and its customers.” Dave Evans, Social Media Marketing: An Hour a Day

31. Touchpoint:Your Web Site Dave Evans, Social Media Marketing: An Hour a Day

32. Persona:“A representative of the typesof customers that make your business successful.” http://www.sxc.hu/profile/homyox

33. Touchpoint Persona:“A representative of the types of Searchers that make your business successful.”

34. Touchpoint Personas Easy to Create Focused on Web Conversion Get Everyone on the Same Page Tell you exactly what to do

35. Your Web site has 3 or 4 visitors coming from thousands of different places. Who are they? Why are they visiting? What information do they need to take action? How do they like to receive information?

36. The Components of a Touchpoint Persona Demographics Customer Commentary Decision-making Mode Strategy Conversion Points Funnel Points Points of Resolution Conversion Beacons

37. Where does someone making $175,000 per year live? Mascot Demographics Designer Copywriter

38. Demographics tell you where to find your prospects and which media to deliver content through

39. Generational Boomer/Silent Generation X Millennial Broadcast Email Social Media

40. Customer CommentaryIn the searcher’s words, why did they come looking for this solution today?

41. “I need a plumber…” Customer Commentary http://www.sxc.hu/profile/pepo http://www.sxc.hu/profile/hamletnc

42. “I NEED A PLUMBER!”br />Customer Commentary

43. Customer Commentaries will expose unexpected keyword strategies

44. Decision-making Mode Competitive Logical Methodical Spontaneous Emotional Humanist Quick Decisions Slow Decisions Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?

45. Decision-making Mode Logical Methodical Competitive Humanist Spontaneous Emotional Quick Decisions Slow Decisions Photos Wikipedia

46. Decision-making Mode Logical Methodical Competitive Humanist Spontaneous Emotional Quick Decisions Slow Decisions Photos Wikipedia

48. PR Search Affiliates Social Networks SEM Direct Telephone TV Contests Sales Apps & Widgets Blogs Ads Email HomePage LandingPage ProductPage Blog Category Page ? Funnel PointsWhere are they coming from?Where do they land? http://www.sxc.hu/profile/mmayerle

49. Thanks to the search engines,any page can be a landing page.

50. Points of Resolution What pieces of information does the searcher need to feel comfortable taking action?

51. Points of Resolution Process Appeal to Others Case Studies Newness Specifications Logical Brand Samples Competing Solutions Rating Guarantee Standards Endorsements Methodical Competitive Humanist Spontaneous Color Credibility Testimonials Delivery Ease-of-use Company Reviews Emotional Discounts Size Trustworthiness Price Return Policy Feeling of Ownership Quick Decisions Slow Decisions

52. Points of Resolution tell you exactly what to put on your site. Articles, white papers, copy points, pages, presentations, bios, news, reviews, ratings, pricing, delivery…

53. Points of Resolution will expose unexpected offers for your Ads

54. How will this searcher to take action? Conversion BeaconsThe first (or next) step in a conversion process http://www.sxc.hu/profile/michu633

55. Add to Cart Checkout Subscribe Trial Signup Sample Request Contact Form Download Tell a Friend Read an article View the Video Conversion Beacons http://www.sxc.hu/profile/michu633

56. How do you know when this person has achieved their goal? Conversion PointsThe ways you measure the completion of an action http://www.sxc.hu/profile/eranbecker

57. Confirmation Page Opt-in Confirm Download Call logged Coupon Used Discount Code Login Conversion PointsThe ways you measure the completion of a conversion http://www.sxc.hu/profile/eranbecker

58. StrategyConversion is a set of strategies, not landing pages Strategy

59. eCommerce Product Pages Navigation Shopping Cart

60. Considered Purchase Home Page House List Email Landing Pages

61. How Many Personas Are we talking about? Two to Four will Do

62. Example: Conference Center Penny is the Director of Conferences for Mietex, a $400 million company located in Houston, Texas. She will directly influence $300,000 to $400,000 in convention center revenue over time. METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action. Penny Planner Female Age: 41

64. Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/pubcon

65. From Persona to Scenario

66. Competing Solutions Specifications Case Study Process Testimonial Latest Appeal to Others Sample Price Popularity Brand Discounts Rating Ease-of-use Color Endorsements Size Delivery Reviews Standards How do I order? Point of Resolution

68. Link

69. Navigation Item

70. Button

71. Landing Page

72. Shopping Cart

73. EmailConversion Beacon

75. Opt-in Confirm

76. Download

77. Time on page

78. Call logged

79. Coupon Used

80. Discount Code

81. LoginConversion Point

82. Conversion Point Conversion Beacon Point of Resolution

83. Conversion Point Conversion Beacon Conversion Point Point of Resolution Point of Resolution Placing Conversion Beacons with a Point of Resolution

84. Conversion Point Conversion Beacon Conversion Point Point of Resolution Point of Resolution Placing Conversion Beacons with a Conversion Point

85. Conversion Beacon Building a Scenario through Points of Resolution

86. Conversion Scenarios Ad Landing Page Order Process ConfirmationPage Fulfillment NotificationEmail ConfirmationEmail

87. Conversion Scenarios Ad Landing Page Order Process ConfirmationPage Fulfillment ConfirmationEmail Notification Email

88. Conversion Scenarios Ad Landing Page Order Process ConfirmationPage Fulfillment ConfirmationEmail Notification Email

89. Typical Confirmation Email

90. What’s the next Point of Resolution?

91. Landing Pages are Powerful Ad Multiple points of resolution in copy. Begin the order process. Landing Page ConfirmationPage

92. Points of Resolution on a Product Page Product Image Price, Shipping, In Stock, How to Buy Specifications Accessories Endorsements Rating Reviews How-to Video

93. Resources Articles Links Whitepapers Case Study Special Report Learn the Ten Rules that will make you Succeed. Rules for Success Search Free 12 page report Read it now Navigation as Conversion Beacons

94. What do we know?

95. What do we know? Quality Traffic + Relevant Content = Conversion

96. What do we know? The searcher we imagine we are converting is twisted at worst and inaccurate at best.

97. What do we know? Touchpoint Personas tell us exactly what content will convert our most important searchers

98. What do we know? Touchpoint Personas help us uncover better keywords and create more enticing ads.

99. What do we know? Touchpoint Personas let us easily create Web scenariosthat lead searchers to the information they need to convert and buy.

100. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis Always Be Testing: The Complete Guide to Google Website Optimizer by Bryan Eisenberg , John Quarto-vonTivadar

101. TheConversionScientistBlog www.conversionscientist.com Email: brian@conversionscientist.com Twitter: @bmassey LinkedIn: brian.massey.name/LinkedIn Facebook: brian.massey.name/Facebook Phone: 512.961.6604 Presentation Resources http://www.conversionscientist.com/pubcon