Do you remember when you were in school, and you missed a few days in a row? Maybe you were sick, or you attended a special family gathering.
When you got back to school and went from class to class, you began to feel panic rising in your stomach as you went through your day.
In science class, the teacher showed a diagram that you had never seen before, and everyone else in the room seemed totally at ease with all of the acronyms around the edges.
In English class, you missed 4 critical chapters from the story.
In math class… Oh, never mind. Once you miss a couple of days in math, it usually takes 2 weeks to sort it all out and catch up.
In the same way that missing important information can completely throw you for a loop, missing information is one variable that may be hurting your funnel conversions.
The Conversion Trinity
A consistent message that carries over from one part of your funnel to another is absolutely critical to keeping your prospects engaged. And that message is conveyed in words, yes, but also in images and color schemes.
In fact, your funnel should walk your prospects through a story, starting with the advertisement that introduces them to you. From that advertisement, they are brought to a landing page, most likely inviting them to sign up for your lead magnet.
When they arrive at your landing page, are your prospects seeing the same headline that you used on the ad? Are they seeing the same colors and images? Are they seeing that your lead magnet is the solution to the problem you brought up in your ad?
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Relevance
After they sign up for your lead magnet – which matches the color scheme and images – the download/thank you page should ALSO be congruent with the look and feel of the ad and the landing page. Following the thank you page, the autoresponder sequence should continue the same themes, based on your prospect’s problems and your solutions. As your prospect goes through the indoctrination and nurture sequence, they should feel like you are becoming an old familiar friend.
Making sure that your prospect feels comfortable, like you are speaking right to them, is the first part of the Conversion Trinity. Bryan Eisenberg calls this first piece “relevance”.
When examining your funnel in order to maximize your conversions, look to see that you are answering your prospect’s questions: “Is this relevant to me? Does it meet my needs and desires?”
Make sure that you aren’t trying to be all things to all people; be specific about whom you can help, what their problem is, and why your solution can solve that problem.
Your prospect should be looking for an answer to this problem, so you should give them what they want. And also don’t be afraid to give them what they need to go along with what they want. Just make sure that it feels like their favorite class in school, not their least favorite!
Without this first piece of the conversion puzzle, it’s like… well… skipping 3 days of school and then trying to follow what is going on!
Value
The second piece of the Conversion Trinity is Value, or the Big Idea. Value is really all about positioning.
Many people can say that they solve a particular problem. But they neglect to explain why a prospect should choose their solution over someone else’s solution. This is where doing your research really pays off.
How well do you know your market? Do you know your best customer so well that your copy speaks the words he is too embarrassed to say out loud?
What result does your prospect want? Why do they want it? How do they want it?
If you know him that well, you can position both you (or your company) and your product or service as THE BEST solution to solve that problem.
And position yourself as the best person (or company) to be ABLE to solve that problem. Identify how you show up in the world – brash, revolutionary, nurturing, stable, quirky – and use copy that only that type of person or company would use. Take a stand, make a point, be a little controversial if you must.
While you may turn off some people, you will attract your perfect clients to you, and offer them value that only you can provide, and that just those people will love.
Call to Action
The final triangle corner of the Conversion Trinity is the Call to Action. By the time your prospect reaches this point in your copy, he should feel confident that taking the next step is the only possible thing he can do!
And what, exactly, is that next step? You need to tell him what to do. Tell him, as if he were a 5-year-old child, so there is absolutely no doubt at all (“Click the red button next to the green arrow, and submit your name and email address”).
People generally want to be told what to do. So don’t be shy; tell them!
Now, you split-test
There are so many things you can tweak on your funnel pages in order to boost conversions. You can test everything from the headline to the sub-headline to the body copy, the images, reversing word order, choosing different fonts…
And while these all DO make a difference, remember mostly to focus on your copy, especially as it relates to keeping your funnel congruent, and in the offer you make to your prospects.
Make sure your pages are congruent from one to the next, telling the real story of your prospect’s problem and your solution.
Then make sure you have clearly articulated your value – your Big Idea – why your prospect should care about YOUR unique solution. If your copy is weak here, make some changes and watch your conversions go up.
Finally, tweak your CTA. Try changing the copy on your buttons. Try adding in a couple of words to make the action even more focused and clear. Add arrows and other visual cues. All of these actions can make a big difference (though generally speaking, only tweak one item at a time, so you know what drives your conversion level).
Ready to get more leads and conversions? It’s time to test and tweak these factors.
It’s your turn! Where can you use the Conversion Trinity in your funnel to try to boost your conversions?
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