Optimal Conversion Strategies is a win-win marketing paradigm that allows you to objectively plan conversion scenarios that lead willing people where they want to go. OCS works like this:

• First, it exposes every nuance of your prospects’ buying processes and temperaments.
• Next, it documents every attribute of your customer motivations based on persona’s.
• Then, the OCS designer predicts the scenarios that those personas (buyers modalities) will navigate.
• Content is developed based on those scenarios and your website is taken through several more design stages including wireframing and storyboarding until a completed prototype is manifested.
• Your completed website is assembled from the finished prototype.
• And in the final stage, web analytics is used to measure scenarios and optimize.

How Does OCS Work?

By providing detailed answers to three simple questions at every stage in a website or multi-channel communications plan, OCS matches your goals to those of your clients or customers. Those three, key questions are:

• Who is your audience?
• What actions do you need them to take?
• What information do they need in order to feel confident taking action?

Today’s marketers are quickly discovering that they’re not in control anymore and must meet customers, clients and prospects on their turf, on their terms. OCS gives you the process, tools, and control to do that, including the ability to integrate and advance the following objectives into the process to:

• improve retention with existing customers
• acquire new accounts
• reach decision-makers
• measure critical metrics
• improve lead-generation
• better qualify leads
• improve channel selection process
• increase product awareness
• make more money
• broaden your market base

Why Does This Work?

Your customers have wants and needs, and processes they habitually use to get them. OCS helps you develop the conversion scenarios that lead your customers through their own buying processes so they get what they want, where you want them to get it!

Optimal Conversion Strategies begins with intelligence gathering in the first stage we call “Discovery”. Our objectives in the Discovery phase include:

Drilling down and creating a granular picture of the selling landscape.

• Who are your competitors?
• Under what specific circumstances are your products and services sought?
• What kind of strength your brand brings to the process.

Drilling down and creating a granular picture of your customer.

• What they want, what moves them to take action, and how they go about getting it.
• Information about customer patterns gathered from web analytics.
• Using customer research reports.
• Psychological information about social patterns and pressures in the marketplace.

Drilling down and creating a granular picture of you, the persuader.

• Your goals objectives, principles and values
• Your products and services, and how you sell them (processes).

It’s important to document in advance how the analytics team will measure success, and the Discovery phase is where and when this is accomplished. These benchmarks are critical in understanding how to optimize after your website or campaign is launched.

Information developed in the Discovery phase shapes any and all supplemental stages, including Persona creation. Personas are the empathic vehicle that guide the team through remaining phases. Personas enable you to see your company and products through your customer’s eyes, keeping you customer-centric through every step of the process.

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Phillip Crum is the Chief Idea Officer of MarketingMeasure located at 2414 Arbuckle Court Dallas, TX 75229, and is committed to the idea of helping small business owners do a better job of finding their next customer or client. He and his two sons,Tyler and Preston, also own a Sir Speedy Printing franchise and employ those additional capabilities in the overall marketing services menu of offerings. Phillip can be reached at 214-213-7445, or pcrum@MarketingMeasure.com.