Does your online business have a tour guide?
I am not talking about the travel industry
I am not talking about putting on your safari boots
If you are doing any type of online business
pay close attention to this article.
If you are doing Adwords, eBay, Affiliate marketing
or anything else, then understanding today’s
concept can be the key to your success.
There are 2 ways to find a hidden city in the jungle.
1. By chance. Meaning that you wonder around the
jungle long enough that you found the hidden city.
Lucky you. Chances of finding the city are slim
2. Get a tour guide. Meaning that someone will show
you the EXACT PATH to the hidden city. Your chances
of NOT finding it are slim to none.
The same goes for your website as well.
Your Goal is to take your customer by the hand,
through your selling adventure, and make sure
he arrives at the destination on YOUR TERMS.
In other words, become the tour-guide for your customer
and show them the way.
Lets take a look at the following picture
(Told you I was a top notch designer 🙂 )
(Click for full image)
As soon as your visitor lands on your website
his journey begins. You can either let them
wonder around or take them by the hand and get
them to do EXACTLY what you want.
Your sales letter is part of your virtual tour guide.
Your sales letter is what is going to help your
customer make a positive desicion at every decision point.
Your journey map must be well designed before
you even create your website. Your website
must be build with the map in mind.
1. Eliminate any links on your page that are not
part of the map. You dont want people clicking away
and leaving your process
2. Your sales letter should be constructed to
help the customer make specific action(s) which
will take them to the next step in the path. If you
fail to do this, you are a bad tour-guide and your
visitors will leave
3. Make the transition between pages uniform.
you want the customer to feel they are in the same
4. Carefully test every decision point to know
the exact conversions numbers (how many people
went to the next step out of all people). This is
Extremely important. Keep in mind, without a map,
you wouldnt know what to test, and what effect
it has on your bottom line
5. Make it as easy as possible to go through
the journey. The easiest it is to go to the next step,
the more people will do it
6. Take the customer to the next step in the path
as fast as possible. For example, when paying for
product A, redirect to product B upsell immediately.
People are “hot” when they buy. Dont wait for them to
7. Make sure you bring “lost” customers back into
the path (get an autoresponder series to keep
bringing people back)
Having a map like this one, and knowing your
numbers at every decision point is the key to
a successful online business.
Lets give a figurative example:
lets say 1000 people go to your page and 50%
optin (that is decision 1, conv = 50%)
That is a total of 500 people that went to
the next step
from the people that opted in lets say 2%
purchase product A for $97. so we made 10 sales from
those 500 people. or a total of $970
Say from those 10 people, 20% buy product B
for $197. so 2 people bought for a total of $394
Total Profit: 394+970 = $1364.
Since you tracked all your numbers, lets try
and see what happens if we increased the conversion
of the Decision 2 point to 3%.
We make 15 sales of Prod A
We make 3 sales of Prod B
for a total of 1455+591 = $2046
That is almost $700 more just by working on a
specific part of our process to make it better.
(A small change)
Note: This was done with the same number of visitors.
and not counting the people returning from the autoresponder
If we better other sections of our system, the numbers
go up signifigantly.
You wouldnt be able to do this if you didnt know
your numbers and if you didnt have a map to work
So todays lesson:
Make a Map, take your customer through the journey
and test and track all conversions at desicion points.
Dont forget to look out for my email on thursday 9AM PST
Please post your comments below.
P.S. The lucky commentator from this past week’s comments
was BusyBee. Congratulations Busy Bee, you won a seat at my
upcoming Telecoaching Class.
Please post your comments below.
Posted by: Socrates Socratous Mar 27th, 2007