Bryan Eisenberg - Why are we so bad at the Online conversion game? Session 5
How do we get people to buy more online? How can we effectively persuade when 69% of people seek to block all attempts at marketing ?
Bryan asked why conversion rates are declining yet we have been at this game for a while now? If the web has changed behaviours and information via search is much simpler now then it has ever been, and we have analytics out the wazoo, then why are we still blind when it comes to increasing our conversion rates on the web?
Bryan used Godaddy.com as an example of a campaign gone wrong with money left on the table. Why? They failed to execute on the integration front and get the right people around the table to make a transition from the TV audience to the website experience. Marketers have to work harder to satisfy click to click , channel to channel and media to media experiences.
The rear view mirror look at the Godaddy campaign demonstrates the simplest changes could have raised conversion rates by double-digits.
I am about halfway through Waiting For Your Cat to Bark, the follow-up to Call to Action. Both these books are roadmaps to conversion success via persuasion.
Bryan knows his stuff, read his books. Please, read his books.
