2. The Six Steps to Building an Online Sales Machine
Presented By
Clint Macklin
&
Matt Dombrow

3. Founded in 2002
Ranked in the "Top 10 Web Firms" by the Denver Business Journal in
2008, 2009, 2010, 2011, 2012 and 2013.
Numerous awards from IAVA to W3.
Community involvement:
Alliance for Choice in Education
Court Appointed Special Advocates for Neglected Kids
SBDC Mentor Walk as a mentor for 2 years now

4. • Founded in 2007
• Paid Online Advertising Experts
• Advertising + Conversion = Max ROI
• Matt named a Top 40 Digital Marketing Strategist in US by
the Online Marketing Institute

5. Agenda For Building A Sales Machine
1. Information Gathering
2. Content
3. Design
4. Functionality
5. 3 Laws Of Online Marketing
6. How To Convert Clicks to Customers

6. Information Gathering

7. When Do I need to do a redesign?
The Disappearing Sales Process
http://www.forbes.com/

8. Competitive Research

9. Other Questions to ask your self:
• What is the purpose of the site?
• Do you want to provide information,
promote a service, lead generation etc.?
• What are your goals for this new site?
• What do you hope to accomplish by
building this web site?
• Is there a specific group or demographic of
people that you are targeting?
• What kind of information will the target
audience be looking for on your site?

10. Developing Content

13. Site Map / Navigation

14. Design

15. Imagery

19. Functionality

21. Call to Actions

22. Video

23. Video Stats
89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)
Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts
Amherst and Akamai Technologies)
52 percent of consumers say that watching product videos makes them more confident in online
purchase decisions. (Invodo)
Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users.
(NPD)
Mobile video ads that include social media buttons drive 36 percent higher engagement. (Rhythm
NewMedia).
76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook,
Twitter and blog integration. (Social Media Examiner)
92 percent of mobile video viewers share videos with others. (Invodo)

24. Social Integration

25. Analytics

26. Mobile Traffic

27. Responsive

28. Don’t Forget!

29. TRAFFIC OPTIMIZATION

30. www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

31. www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

32. www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

33. www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

34. www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

36. How do you persuade
people to pick you?

37. The Three Laws of Online Marketing

38. Which Image Enticed 37.2% More Prospects to Submit a Lead Generation Form:
The Product Itself or The Product Benefit?
Version A
Version B
Version A generated 37.2% more leads

39. Fundamental Laws vs. Rules of Thumb

40. The Formula for 100% Conversion
Click
Why?
Register
Name
Email

41. The Formula for 100% Conversion
If You Do This
Email
< I This for That That = Conversion
Will Give You

42. The Four Options for Action
1. Take action on your website
2. Take action with a competitor
3. Take an alternative action
4. Take no action

43. Simple Formula for Conversion - Remix
Your visitors will convert on your website when the perceived value
of taking action exceeds the perceived value of
1. taking action with a competitor;
2. taking an alternative action; or
3. taking no action.
Action
Assumes visitors can take action
Value

44. The First Law
People take action based on
how options occur to them.

46. www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

47. Options Can Occur in Multiple Ways

48. Which Option Occurs as the Best?
Home
Products
About
Contact
Products for Killing Mice
Your Visitor’s Perception
is Decisive and Subjective
View Powerful
View Child Safe
Killing Products
Products

49. The Second Law
How an option occurs arises in language.

50. We Evaluate Options Using Language
•
This website has a cheaper price.
•
I like this color better.
•
This video looks interesting (or not).
•
This Google result seems most relevant.
•
This facebook page is awesome (or lame).

51. What do we mean by language?

52. Color Communicates

53. Shape Communicates

56. Standard Practices Communicate
View Pricing
View Pricing

57. What Do We Mean by Language?
EVERYTHING

58. What Are You Saying?
•
•
•
•
•
•
•
•
•
•
•
•
Words
Size
Color
Contrast
Layout
Pictures
Videos
Price
Shape
Movement
Tone
Sound

59. The Third Law
Value based language transforms
how options occur to people.

60. Value Based Language Example
Opportunity for Action
How it Occurs
•
•
Why?
Its going to show up on my
timeline, does it reflect
positively on me?

61. Value Based Language Example
Opportunity for Action
How it Occurs
•
•
•
•
And Receive Discounts
I like discounts.
What kind of discounts?
What's the catch?
Still not sure I want it on my
timeline.

62. Value Based Language Example
Opportunity for Action
How it Occurs
•
•
•
And Receive 1 Month of Yoga
Classes for Free – No Catch
I pay $75 bucks a month.
That’s awesome.
Hell yeah I’ll like that page.

63. Where Do Your Eyes Go?

64. Fundamental Law
Highest Contrast Element Wins Attention

65. Law Hierarchy

66. Step 6
Iterative Testing to Maximize Conversion

67. Clixo’s Conversion Framework
Catalyst
Value
Confidence
Visitor
Persuasion
Usability

68. Catalyst
Motivation
Traffic Source

69. Match Motivation
Hiding the fine print
makes me skeptical.

70. User Tests = No Auto Enrollment
Auto enrollment in monthly program for $45.00

71. Low Energy
16 in High School
Bad Acne
What is the nature and intensity
of your visitor’s motivation?

72. Customer Buying Process
1.
Awareness
2.
Research
3.
Decision
4.
Purchase
5.
Post Purchase Assessment

73. Value
Unique
Relevant

74. Unique | Specific | Relevant
• I stayed in a a top 300 successful
Performed Holiday Inn
have been over surgeon in
Express last night.
brain for many
Austin surgeries years.
• Named #1 brain surgeon in the
US by Time Magazine.
Anyone know a good brain
surgeon?

75. Two Levels of Value
Company
Products / Services

76. Usability
Easy to Use
Intuitive

79. Persuasion
Clarity
Incentive

80. Which Incentive is More Valuable?

81. Every Element Communicates
Every Element Helps or Hurts

84. Confidence
Anxiety
Credibility

85. Reduce Anxiety

86. Free Trial Details (No Fine Print or
Gimmicks)
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• Shipping is only $2.95
• Your free box comes with a PepPod
membership. Members receive a convenient
30 day supply of zero sugar PepPod (30 servings @ $1.49 per serving) with FREE
SHIPPING each month.
• If you don’t want to maintain your membership, don’t worry. Canceling your
membership is SUPER SIMPLE. Your confirmation email will have a link to our
membership cancellation page. One click and you will never be charged. Get your
free trial now.

87. Display Advertising – Case Study

89. Match image to
traffic source
No connection to
Athlinks brand.
Highlight Form
Highlight Risk Free
Video good or bad?
Where is the
product?

90. Background makes
page pop.
Move Product
Above the Fold
Co-Branding for
Consistency & Trust
Reduce Anxiety
Highlight Benefits
Clean form with
eye-catching button
Pulled out the gem
from the video.

91. 120% Lift in Conversions in Head to Head A/B Test

92. Paid Search – Case Study

93. 40%
48%

94. Email Marketing – Case Study

95. First element on page increases anxiety
It is not clear what “system” means. Is that
the phones? What about service? The info is
there, but it is not clear.
Two simple options is good. The main point
Two simple options is good. Main point of page
of this page clickthrough to features.
is generate a is to generate a click-through to
the features page. Everything
Everything else is a distraction. else is a
distraction.
The main conversion action for this page is
hidden.

96. Inconsistent navigation, along with an
increased number of choices raises
anxiety and negatively impacts the
usability of the site.
This page is repetitive when compared to
the first page. We are unnecessarily
adding an extra layer to the conversion
funnel.
All we are trying to do is sell the idea of
calling. We don’t need to provide every bit
of information about the phones at this
point.

97. Neither the name or the image accurately
depicts what this box is. Also, this is not
the proper point in the buying process to
encourage someone to download user
guides.
The user tests indicated that people like
these boxes. However, the entire page can
be a bit overwhelming. Simplification and
focus should increase usability and
reduce anxiety.
We need to lead them to the next step in
the conversion funnel within the body
area.

98. Pricing matrix is confusing. Must be
dramatically simplified.
Outlining too many options and showing
additional pricing raises massive anxiety
about being charged for every little thing.
It destroys trust that your savings claims
are real.
We must do a better job of selling the
value of making the call. What will
happen?
Pricing page may be the last stop for
many visitors before exiting or making the
call. We need to reinforce our USP’s and
back them up with testimonials.

99. Horizontal scroll bar = less user
friendly

100. Simple Design = Low Exit Rates

106. 175% Lift in Call Volume in a Head to Head A/B Test
Same Advertising Cost, 175% Increase in Results.

107. Pick an Action
Develop a Hypothesis
Test It
Analyze Results
Repeat

108. A Treasure Map
www.clixosearch.com | 720.213.6509 | matt@clixosearch.com

109. Step #1 – Focus on the Action
 Focus on a specific opportunity for action
 What is the specific action I want to persuade people to take?
 What am I really requesting and what am I offering in return?
 Watch a video = spend time
 Sign up for eNewsletter = provide private information and reading time
 Buy a product = give me money and private information
 Research how the opportunity is occurring for your visitors




User testing, surveys, online feedback pop-ups, etc.
Review analytics (bounce rates, conversion rates, operating system, etc.)
Use event tracking for videos and other advanced actions
Compare to your competitors
 Do a search for your keyword and look at the other ads
 How do your competitors talk about their options for action?

110. Step #2 – Shift to a Conversation Mindset
 Evaluate the “language” you are using
 What are the colors and design of my site saying?
 Is the opportunity for action featured appropriately? Are there too many opportunities?
 What language tools could I add or subtract to call attention to the opportunity for action?
 Examples: Size, shape, movement, color, copy, video, images, sound, etc.
 Outline the conversation for conversion






What questions do people have about this opportunity for action?
What do your sales people say that works?
Which paid search ad copy has the best click through rates?
What gets the most likes on your facebook posts?
What are people thinking in their head and in what order?
KEY POINT: Remember that the conversation about this specific opportunity for action is part of
the larger conversation about your company AND industry. It does not live in a vacuum.

111. Step #3 – Have a Valuable Conversation
 What do my visitors truly value?
 How can I make the value more specific?
 How can I make the value more relevant?
 How can I make the value more clear?
 How can I make the value more unique?
 How can I make the value more authoritative?
 How can I reduce perceived risk?
 What additional value can I offer?
 How can I make it easier?
 How can make it more exciting?
Action
Value

112. Questions?

113. Contact Us!
Clint Macklin
clint@neonrain.com
Matt Dombrow
matt@clixosearch.com