Digital Marketing - Optimizing the conversion funnel

Optimizing the conversion funnel This training is all about moving customers forward in the conversion funnel in baby steps by optimizing all the communication that you are delivering at each stage such that they really move forward. In this training, you will study various aspects of online consumer behavior and design user flows & communication to pursue users in taking those steps. We will discuss some of the important design patterns that are used in creating online presence, which will give you effective results in moving people forward. In this introductory session, let me give you a sneak peak into the some of the lessons covered in the actual session. An important aspect of online consumer behavior is that people don't actually read the content, they tend to scan it. Additionally, they also scan it in a particular way. Readers usually begin with the top left corner where they read couple of lines and then when they get bored and then they will shift downwards. This way they will scan the entire content so rather than reading the content, they will scan it. And they actually scan it in F pattern. So the idea here is that when you are actually creating communication in your online presence, it could be your website, it could be your landing page, it is very important that your communication is for you to create it in a manner that it is scan friendly rather than read friendly. Even though, you might have some excellent quality of content available with you, simply do not get over obsessed with it, rather than understand that how the users behave in an online space and try to create your communication accordingly. So now the question is how can you influence the behavior of people in an online space. Another thing that i want to touch base on is the work done by Dr B J Fogg from Stanford University. He has done some really good research work in the space of influencing online user behavior. By the way, if you are in this subject, i highly reccomend you go and check out the work he has done. So i l just present to you some of the key findings out of the research work that he has done. First of all, the attention span in an online space is fairly low so you really need to move people in baby steps rather than asking them to take a big leap forward. Now according to Dr. B J Fogg, you need to take care of provide 3 aspects to move people forward. The first one is motivation and it is important to understand that you are motivating people sufficiently enough so that they are taking the next step. Second do the people have the ability or are you providing them with the ability to take that action or not, as also call it as "Readiness". So the key is do not ask people to do something that they are not ready for.And the third one is, are you giving them the right set of trigger or a call to action. If you really take care of all these three aspects in a proper manner, you will notice that a good percentage of the people will move forward in their bind process. we will do a detailed work on online persuasion in the actual session. Thank you