Here is our formula for optimising your conversion rate and the shape of your funnel:
Define your Personas – and they are not segments and may not be already on the shelf!
We define Personas by the way they buy not job title. For example, a “Business Challenger” could be in any role within an organisation.
To be successful, the personas must:
Provide a clear definition of who the customer is, their needs and their role for each goal.
Be identifiable within the customer base.
Be relevant for all stages within the E2E customer journey.
All business functions must use them for all forms of content creation.
Allow all content to be tagged to one or more personas.
Define what your Personas needs are.
A need is what a person is trying to get done at work or personally and includes:
Tasks they are trying to perform and complete.
Problems they are trying to solve.
Experiences they are trying to satisfy.
There are three types of need:
Functional: Where people are resolving a specific task or problem.
Emotional: Where people are responding to a specific emotional state.
Social: Where people want to achieve something within their social network.
Content that performs the best in supporting your buyer journey, and converting the sale will cover needs from several types.
Design your Buyer Journey map.
Buyer journeys are not linear, but we need to support every step for the buyer. Therefore, we design them in a logical straight line, but when we implement the content, we allow the buyer to travel as they need to.
Our template map defines the logical steps of the buyer’s journey. We can then adjust the template for the individual situation.
Our template:
- Ordinary World
- Call to Action
- Resistance
- Proof
- Threshold
- Consider/Compare
- Buy
Audit your content against this map.
We then align all existing content to the Personas, Needs and Steps on the map to find out what is missing. You will find a sizable gap in the middle. This is normal.
Enable Journey Tracking.
We implement our journey tracking code against your website. Unlike Google Analytics, our tracking is against your map so you can make sense of how the flow of content affects your sales.
Fill the content gaps.
When you have the analytics from both the content audit and the engagement tracking, you can optimise the journey and fill the content gaps.
Enable the journey with “Nudge” – Go Live with Minimum Viable Journey.
The Odyssiant Nudge AI will find the most common path through the map to sale by Persona and Need and then present the right content to your buyer in real-time.
Monitor Engagement.
You can monitor your content engagement performance in real-time to understand how to optimise your content.
Optimise your conversion rate.
Optimisation is not just about the content you have on site. We also need to optimise your marketing activation to make sure buyers are being driven to the right places on the journey.