Recently, Click Z published an article by Bryan Eisenberg titled, “Increase the Persuasive Momentum of Your Conversion Funnels,” and the question I have to ask Mr. Eisenberg after reading the article is, why do you go to such great lengths to explain an aspect of marketing and sales when, in reality, it can be summarized quite simply?
Instead of using convoluted terms and concepts such as, persuasive momentum, buyer legends, persuasive systems, macro actions, micro actions, The Conversation Trinity, etc. to describe how a company can increase sales conversion rates, why not go straight to the heart of the matter. Every company should understand and recognize that the customer experience or, more specifically, the path to purchase, needs to be as seamless and as frictionless as possible, from end to end (i.e., first point of contact to the last point of contact). When this happens, and the prospect or client is concurrently provided with purchase decision information that is relevant, useful, timely and of value, then sales conversion rates should be that much greater. Simple. Isn’t it?
To help remove any obstacles that might interrupt the customer experience or the path to purchase, a company should put themselves in the customer’s shoes and map the customer experience and/or path to purchase. When an obstacle is realized, the company then needs to figure out how best to remove it. Examples of this abound on this blog, when I have written on the subject of QR codes. When codes first started being used, a great hurdle in the customer experience was when a code scan would resolve to a non-mobile-optimized website. This would cause tremendous friction for the prospect, and one could only imagine that it had a less-than-positive effect on conversion rates. What also might help in this area is to identify different prospect or customer personas, and then build an experience or product story around the attributes, characteristics, needs, expectations, etc. of a particular persona.
While there are so many buzzwords, phrases and concepts within the marketing space today, I believe we just need to keep things as simple as they can be.