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Friday, Mar. 3, 2006 at 2:08 pm

Conversion Funnel Folly, Part 2

By Bryan Eisenberg
March 3rd, 2006

Last time, I promised to show you what a true persuasion scenario looks like. A persuasion scenario is much more than a one-dimensional, overly simplistic conversion funnel. So, before I dissect and expose a truly persuasive scenario, we must define a persuasion scenario’s necessary qualities.

Persuasion Scenario Defined

To quote my site:

A scenario consists of persuasive components that lead a visitor segment to participate in a conversion action. Some of these components will be linear; others will be nonlinear. All must be customer-focused — based on how each segment approaches the decision to buy — rather than business-focused.

[It] provides for the meaningful measurement of customer activity so you can optimize performance.

Each aspect of a persuasion scenario must be planned with a customer focus that acknowledges the differing needs of each visitor segment (persona) and provides persuasive momentum. Into that structure, and always sensitive to it, the scenario incorporates the business’ sales process in a way that benefits visitors without undermining their buying decision process.

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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