Conversion Sequence

C = 4M + 3V + 2(i-f) – 2a

Wherein:

“C” = Probability of conversion
“M” = Motivation of user (when)
“V” = Clarity of the value proposition (why)
“i” = Incentive to take action
“f” = Friction elements of process
“a” = Anxiety about entering information

[source & copyright: Marketing Experiments]

This formula resonates the “clarity trumps persuasion” mantra … in other words, it’s more important for your prospective clients to clearly understand your value proposition (what do you do for them) and how to act than it is for them to be sold to or impressed.

Here’s how each factor of the formula works …

M (motivation) – It’s pretty tough to sell something if the prospect doesn’t already have an existing need. Sometimes it’s your job to get the prospect to realize they have a need.

V (value) – Specifically explain how your product or service fulfills their need. Give proof it does it better than the competition.

i (incentive) – Provide an incentive for the prospect to act now … even if they’re not ready to buy (a free report, trial period, etc.).

f (friction) – A tossed salad of choices or multiple steps tends to frustrate the prospect. Have ONE clear, easy, and sequential call to action. Many times a simple phone number or email address suffices.

a (anxiety) – Remove as many reasons to not buy as possible … privacy, cost, pain, time, etc. Let them know you can be trusted.

Keep in mind … ‘conversions’ (not impressing friends) is why you have a website in the first place. Many web designers can build beautiful websites. I argue few, however, know how to build sites that optimize conversions.