How To Get More Sales Using A Conversion Heuristic - Conversion Optimization Tips

Key Takeaways

so increasing conversions is absolutely the primary goal of any small business owner or any marketer you have to focus on getting these conversions in order to get your sales in order to increase your revenues and stay in business so how do you do that how can you increase conversions and use your marketing to its best effectiveness we're going to talk about it right now we help small businesses grow with our marketing and design talent technology through our number one marketing platform marketing 360 we call marketing and design man we love math and hopefully these videos will help you fall in love with math - so make sure to follow us to learn tips tricks and strategies to grow your business and fuel your brand flint Lagavulin the CEO of MEC labs Institute created what he called the conversion heuristic now this is just a toolkit it's a mental framework to guide you through your marketing practices so you can understand how to make these adjustments how to make changes and what is going to impe increase and effectively influence your conversions the most all right now follow along on this one the conversion sequence this heuristic is C equals 4 m + 3 V 2 I minus F minus 2 a it sounds complex but this is just a toolkit to get you from point A to point B don't worry about solving it we're gonna break this down and show you how you can use this to influence your marketing first thing we're gonna talk about is C C is the conversion this is the end goal that you're trying to get to and obviously as a business owner or a marketer you understand that conversions are the lifeblood of your company so this is what the rest of this heuristic is gonna guide us to you can't ever guarantee a conversion but you can increase its probability and M stands for motivation it's also given the highest numeric value because at the end of the day a consumer's motivation is the primary driving force behind the decisions that they make you could have a terribly designed website you could have a subpar product but if you're the only name in town the only place that they can get what they're looking for they're still gonna work with you based on the value of their motivation now you can work with consumers to meet their motivations by reaching them exactly when the motivation is highest by using strategic marketing and reaching them right at that moment motivation is the highest value and this is will influence just about everything else but if you focus on a consumers motivation that's where you really start to increase your opportunities for conversion next is 3 V 3 V is value proposition and it's given a numeric value of 3 slightly less than motivation but still incredibly important now for consumer isn't motivated to buy your product even though you are a great company they love what you stand for they love what you do and they love the service that you provide if there's no motivation they're still not going to buy that but if it comes down to comparing you versus your competitor that's where the value proposition really starts to become important you have to differentiate yourself and showcase why is it important to work with you versus somebody else it's given a value of 3 because it's still highly important next is 2i minus F I minus F is incentive minus friction the incentive is what the consumer is getting for working with you maybe they are going to get a free ebook or they get free shipping if they spend a certain amount maybe the the incentive is just the the product that they're going to get or they're gonna get it faster the service that you provide could be a free consultation or a free estimate something like that that's your incentive that is the value of that is subtracted by the friction the the difficulty that you have created or built into your sales funnel for them to get that now there is a tipping point and you do need to have some sort of friction if it's too easy to provide information to you then everybody will do it you'll have low quality leads maybe high volume but low quality and it just wears out your sales team if friction is too high then the people that have filled out the form or bought from you or reached out to you they may be extremely motivated they may be very high quality but you have very low volume so you want to find a balance here between the incentive and the friction too much friction means that you're gonna have a much you need to have a higher value incentive for someone to want to work with you if the incentive is low in the friction is high you're gonna see a loss of sales and a loss of conversions and finally the last one is 2a and a stands for anxiety now there's nothing that you can do to completely remove the anxiety of working with you especially if we're talking about an online business maybe a new company you don't have an established name maybe there's bad reviews out there something like that all these things will build on a consumers anxiety are you going to provide the product are you providing the service that they're looking for is it going to be the value for what they're paying are you gonna steal their credit card information is this a secure website are you a legitimate company or just fly-by-night all of these different things feed a consumers anxiety you can never get rid of it entirely but you can work to mitigate those different issues you can provide your contact information very easy to find they can easily reach you on phone email chat facebook Messenger Instagram things like that you can immediately respond to reviews both good and bad you can ensure that you have a padlock on your forms and you say that we will never share or sell your information all of these little things will go to to mitigate a consumers anxiety another thing you can do is actually look at your website is there something that about your website maybe it's old or maybe the design is out of date it's no longer modern it's not mobile responsive now all of these different things will feed a consumers anxiety so look at every single little piece and find what you can do to influence it turning the knob just a little bit on each one of these different pieces will increase your conversions I want to thank you so much for watching if you enjoyed this video please like share and comment if you if you have your own tips please let us know leave them in the comments we'd love to look at them and share them with everybody else there's other videos you'd like us to produce let us know thanks for watching and happy marketing you [Music] [Applause] [Music]