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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 , 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.
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:
 Last time: http://www.clickz.com/experts/crm/traffic/article.php/3585516
 conversion funnel: http://www.clickz.com/experts/crm/analyze_data/article.php/3581396
 decision to buy: http://www.clickz.com/experts/crm/traffic/article.php/3497501
 persona: http://www.clickz.com/experts/crm/traffic/article.php/3457531
 persuasive momentum: http://www.clickz.com/experts/crm/traffic/article.php/1474771
 Continue reading my column at ClickZ…: http://www.clickz.com/showPage.html?page=3588626
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