Traffic Conversion:
Converting Visitors To Customers, & Having Customers Use Your Product

From:
The Desk of Damien Dupont

Russell Brunson's aim in this module is not to detail specific techniques or tweaks to boost your response rates. There are plenty of other products and marketers who teach that.

Further, techniques that increase conversion rates in one niche won't always increase them in other niches.

Instead, Russell delves into and covers three concepts in the sales process, and shows these concepts in action. Once you know and see how they work, you'll be able to take and apply them to every point of your marketing.

So instead of giving you fish, or even teaching you how to fish, Russell takes you to the lake to show how others are doing it. You'll then be able to see the big picture and apply it for yourself.

Point of Action Conversion

This is the first part in the sales process. It's the point that you are asking the visitor or subscriber to take an action or to make a commitment. Each point of action is sequential toward achieving the summit point of action, which is making the sale.

Russell charts out a path to identify the point of action spots at a variety of stages in the sales process, and details ways to increase those actions, and how you can work on improving your conversion with each. For example, if sending an email, the first point of action you want is for your recipients to open it, so you would work on your subject line. Then it is getting them to read it, click the link in it, etc..

Other areas of focus include point of action conversion spots in your advertising and pay-per-click ads, on your email subscriber optin forms, on a teleconference registration page, at the points in your sales letter where you are asking for the sale, on your order form, and on your upsell pages.

Consumption Theory

Consumption theory applies after a customer has purchased your product, and details how you can ensure they use (consume) your product, not ask for a refund, and go on to consume more of your products.

Many marketers place all their focus on getting new customers, without nurturing the customers they already have. If your product delivers value, then rather than focusing on how to get new customers all the time, if you properly teach your customers to use your product, they are more likely to buy other related products from you.

Russell goes through many real life examples of consumption theory in action, some of which I will summarize shortly.

Framing

Framing deals with how a visitor comes to your website, or comes to your order form. Where they are right before they come to your site. Framing refers to the mindset created by the offer or medium that led the visitor to your website.

For a given webpage, pay-per-click traffic might convert at 1%. But for the same webpage, visitors sent through an email which includes a recommendation from a third party and a story about the product's benefits, may convert at 7% or 12%.

So when you're setting up your advertising, this process involves thinking about what kind of frame the person is coming through to reach your website, and adapting your landing page / offer to that frame as closely as possible.

The Sales Process In Action

Before you can start focusing on the different areas in your own sales process where you can make improvements, it's helpful to step back and watch the sales process in action and identify things that other people are doing successfully, as well as things that they are doing wrong.

To this end, Russell dissects eleven real life examples of the sales process, using both offline and online examples, and identifies elements of Point of Action Conversion and Consumption Theory in action.

Here's an excerpt from one of the eleven examples.

Fire Sale Secrets

FireSaleSecrets is a product that Mike Filsaime put together by interviewing Russell Brunson, Josh Anderson and Jeremy Burns and a couple of other people about the success they'd had with Fire Sales. When it was completed, Mike was talking to Russell about how much he should sell it for, and they both agreed it was worth about $97.

Then a couple of days later Mike called Russ and said he had decided to give it away for free, and Russell's first reaction was "what's the point of that?". And Mike explained that giving it away for free would do two things. Firstly, it would enable everyone else to give it away for free also, but they can't just give it away from their website, they have to send their visitors to Mike's website to get it. And to download the product, they would need to register. So the first thing this does is build Mike's mailing list.

Now the second thing it does is as soon as they subscribe they see a one time offer. And what Mike did is to put together a whole bunch of products and services that would normally sell individually for a much higher total price, and he offers them for $97. And visitors have the choice to take it or leave it. If they don't want the offer that's fine, and they can go on to the members' area and download the Fire Sale Secrets product for free.

And Mike continued to say that he knows from experience that when he has made an offer like that, that he can usually get up to 12% of the people to purchase the one time offer. And he explained that by giving the principal product away for free, he will get a lot more people coming to this site, and instead of selling the Fire Sale Secrets product as a stand-alone and maybe converting 1% or 2% of the visitors to buyers, he will likely get a much higher conversion on the one time offer package. Other website owners would have an incentive to refer traffic to Mike's site because they would not only be providing a free product to their visitors, they would also earn a 50% commission on any sales of the one time offer package.

When Mike launched his product on this basis, he made around $30,000 in the first 30 days giving away this free product. So he gives away a free product, offers an upsell and makes $30,000 in a month with the upsell.

There are two principles at work with what Mike is doing. The first is that most of his website visitors are getting involved in the sales process by participating and registering for the free product. Having your visitors interact with your website in some way, be it by clicking checkboxes, registering through a webform, or answering a poll, etc.. is known to boost response rates towards the end goal of making the sale. The second principle is that when you give away something of value for free, people psychologically feel the need to return the favor and give back in some way.

The Fire Sale Secrets example is an easy one to emulate in the context of selling a public domain derivative work. For example, you could give away an ebook version of a public domain book, and after people register to download it, give them an option to purchase a print copy of the book for $27, or to purchase your higher end $97 derivative product (audio or video version, training course, etc..), or a bundle of additional public domain books in the same niche all for $37.
 

Another implementation that many marketers are successfully doing is selling a front end product, but giving 75% or 100% of the commission to the referring affiliate or partner. This provides a big incentive for others to promote and send traffic to your website. You might sell a book on the front end for $27 and give away all of the commission, but make your money by keeping 100% of the sales on your $97 derivative product upsell in the backend. The volume of visitors generated by your affiliates means this model could make you more money than if you kept 50% (or 100% assuming no affiliate program) on the front end product.

 

Wrap Up

This article has been a preview of Module 5 of the Public Domain How To course: Converting Traffic To Customers. Besides covering a further ten examples of the sale process in action, towards the end of the module Russell also discusses how to increase the effectiveness of:

As stated, the article above is a preview of the content covered in Module 5 of the Public Domain How To course: Converting Traffic To Customers.

There are a further five modules covering the remainder of Russell Brunson's Public Domain How To system, more than 11 hours of audio content in all, accompanied by transcripts and a workbook. For a preview of the content contained within all six modules of Public Domain How To, subscribe to our e-course below.

Warmly,

The article on this page is:
Copyright © 2010, Financially Free Pty Ltd. All rights reserved worldwide.
Copying or reproduction is prohibited without prior permission.