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Conversion Funnel Folly, Part 2

Posted By Bryan Eisenberg On March 3, 2006 @ 2:08 pm In Persuasive Momentum,Persuasive Scenarios,ROI Marketing | No Comments

Last time [1], 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 [2]. 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 [3] — 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 [4]) and provides persuasive momentum [5]. 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… [6]


Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2006/03/03/conversion-funnel-folly-part-2/

URLs in this post:

[1] Last time: http://www.clickz.com/experts/crm/traffic/article.php/3585516

[2] conversion funnel: http://www.clickz.com/experts/crm/analyze_data/article.php/3581396

[3] decision to buy: http://www.clickz.com/experts/crm/traffic/article.php/3497501

[4] persona: http://www.clickz.com/experts/crm/traffic/article.php/3457531

[5] persuasive momentum: http://www.clickz.com/experts/crm/traffic/article.php/1474771

[6] Continue reading my column at ClickZ…: http://www.clickz.com/showPage.html?page=3588626

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