Here is the featured chapter from today’s show. Also check out the most recent version of the new book cover. It’s an exciting project that has been filling up my personal works days. Lots of hustling to make everything happen. I would love to know what you think of the book chapter and if you can share some feedback. You can email me or add feedback in the comments below.
If you want a few more chapters from the book,
visit the book website Small Business Big Money Online.
Shifting Traffic to Conversion
“It’s not about winning awards, it was about getting results!”
Best Selling Author & Keynote Speaker
In 2005, one of my ecommerce clients, EnergyFirst.com was working on improving their business using personas and persuasion architecture. This is where I learned about the company FutureNow. This was a conversion rate optimization agency founded by Bryan Eisenberg. Bryan is a recognized authority and pioneer in online marketing, improving online conversion rates, Persuasion Architecture, and persona marketing. eConsultancy members recently recognized him as one of the top 10 User Experience Gurus and he is known as the Godfather of Conversion Optimization.
I had the opportunity to meet Bryan in their office in Brooklyn, New York. They brought me in to understand more about what I was doing online as they noticed I was doing a lot of landing pages, conversion funnels and direct marketing for lead generation and ecommerce companies.
I quickly realized that what Bryan and Jeffrey Eisenberg were doing was something I really wanted to be a part of. In order to do this, I needed to show that I was reliable, and I knew that I can follow in the footsteps of their greatness. I quickly started to offer my services for free, to establish that I was reliable and was able to produce some of the website designs that they were looking for.
I was really overwhelmed with how the process of what they were doing with their persuasion architecture personas and different frameworks for conversion optimization. All of these new terms were really new to me, as previous to that, I saw everything just as direct marketing. Then I learned everything about one of the simple concepts Bryan spoke about called “The Conversion Trinity”. I applied this formula to every one of my new projects and I immediate saw results.
The 3 Step Formula of the Conversion Trinity includes:
Are you relevant to my wants/needs/desires (search query)? Have you maintained scent?
Do I know why you are the right solution for me? Have you explained your value proposition/offer well?
3. Call to action.
Is it obvious what I need to do next? Have you given me the confidence to take that action?
Bryan and Jeffrey Eisenberg took notice and gave me the opportunity to work on their main website, FutureNowInc, and blog, GrokDotCom. This project was one of my first WordPress sites that I ever built. We created specific wire frames and designs, and Bryan and Jeffrey really liked them. They advised how I can make them better and challenged me to think differently. This layed the ground work for my new conversion focused mindset.
Working with the Eisenberg brothers helped me understand how to get honest feedback from real experts. They really pushed me to create better designs, focused on conversion using personas and their trademark persuasion architecture. A lot of the times, I really didn’t know what I was doing, but I just followed their direction and continued to push forward.
In the end, the two websites, FutureNowInc and the GrokDotCom, turned out to be very successful portfolio projects. I then realized why they go through a proven system for each new project. This was a game changer for me, because I established that I knew I needed to take my skill level up. I knew I needed to create a better system for myself, in order to make it as successful as they were.
They gave me a great opportunity, and I took advantage of it.
I was able to establish myself as one of the first conversion rate website designers in the early days of the internet. Check out one of my first ecommerce conversion optimization blog posts.
The Eisenberg brothers taught me that it wasn’t about winning awards, it was about getting results!
Let me know your thoughts on this chapter of the book! Enter your thoughts in the comments below.