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By Karl Staib

7 Powerful Steps to Turn a Visitor into a Buyer

Visitor into customer

You might reasonably assume that customers make logical decisions when they choose to buy from you or not, but they don’t. Do you know why?

Emotions get in the way of rational decisions.

Think about your last big purchase. Was it rational?

I recently bought a new iPhone. Did I need it? Nope my old iPhone was fine. I could make calls, check my email and take notes. Or I could get a phone for free, but maybe not quite as good.

$800 dollars for a phone. That’s more than many laptops. Crazy, right?

I did it because I wanted (emotional choice) something better. Wanted and needed are very different.

Same thing goes for your customers. Do they really need what you offer? Probably not. If so then they are using emotions to make their decisions.

So the next question is how do I convince more people to buy my stuff?

It’s a common question I get when I start working with a lot of my clients. It really isn’t a great question though.

You don’t want just anyone buying from you. You want people who will get a lot of value out of using your products/services. You want people who will be so happy that they share your company with their friends. You want fans. People that love you even when the experience isn’t perfect.

Turning a visitor into a buyer starts with building trust. What happens at the first connection point until they are ready to buy from you?

There is something special about sharing cool products/services that can help people live better lives. I do this because I care about my friends, colleagues and family. I want them to feel more energized and happy.

The 4 Hour Chef (Link that buys my coffee) by Tim Ferris was recommended to me by a friend and I in turn have recommended it to thousands of people.

So how do you create this for yourself? Let’s look at how you can do this too.

Remove Your Customers Trust Barriers

The customer of your dreams deserves a customer-of-your-dreams experience. Easy to say, but hard to do when you have 100 things that you need to do today. You want each step to be so easy and enticing that it doesn’t feel like they are going through a buying experience.

It’s why your favorite website that you buy from keeps you coming back. From Amazon to iTunes, they aren’t perfect, but they make it very easy to make a purchase. Everything is right at your finger tips and helps you make an informed decision.

We have talked before about Selling to the Spark, the spark that stems from their pain that you can solve. Now that they are interested, you have to remove the barriers that stop them from connecting and allowing you to earn their trust.

A client was struggling to get their conversion up on their product. They have very good traffic, but people are dropping off when they hit the sales page. As I looked over the sales page, I began to see why.

There were too many hoops to jump through. Small barriers that made the process less inviting. We went through a 7-step process to improve her sales page.

Step 1 – Tell a Compelling Story

The foundation of conversion is connection. People must connect with you before they buy. This starts with a great story. A story that compels them to want to learn more. A man walks into a coffee shop. He tells the barista that most coffee shops don’t make coffee hot enough. He takes a seat and waits. They call his name after just a few minutes. He walks up grabs the cup, pulls off the lid and puts it to his lips.

You want to know what happens next. Did he burn his lips on the coffee? This simple story is an example of how to draw a person into your website.

Step 2 – Improve Layout

We started by looking at the layout of how each piece flowed into each other. This is where most people get tripped up. They know what they need to say, but aren’t sure how to start. The start point is the most important aspect part of your sales page. If it doesn’t grip them quickly, they’re gone.

Step 3 – Remove extraneous copy and images

We started by eliminating anything that was extraneous. If each sentence didn’t help walk the visitor down the path of why the product was valuable, we got rid of it. If the image wasn’t focused on telling the story of the product’s value, we got rid of it. If the video dragged on too long, we cut it down to essentials or removed it.

Step 4 – Remove links to other pages

This is a simple step that many people forget. There shouldn’t be links to other sites or pages on your site. You want to keep their focus on the content on your page without giving them an excuse to click away.

Step 5 – Create a Domino Effect

You’ve seen dominoes tipping into each other. All the energy comes from the first domino, and as long as they rest are in their proper place, the effect is exhilarating. This is how your customer should feel as they go through your website and your sales process. You need to create a emotional hook at each step, that’s why the layout is so important. If you try to sell them before they are excited to buy, you’ve lost the sale. Make sure each section builds on the previous and helps earn their trust as they find out more about your product.

Step 6 – Make a Compelling Offer that Shows the Value of Your Product

The last step is creating a compelling offer that speaks to your ideal critical buyer. The buyer that needs what you are selling, but it’s hard to convince them to buy. This buyer is the one you should focus on because if you can win them over, the rest will fall into line. The last step is making your sales page feel like it’s very calmly arguing its point. Each barrier is addressed and answered to make it easier to trust you. Then when they get to your offer they know that you will follow through on what you say you will deliver. This is not the time to do the hard sell. You should have won them over by the time they get to your offer. It’s best to be straightforward to have an offer that makes them feel comfortable.

Step 7 – Follow up

This last step will help you turn a buyer into a fan of your company. This is important because you’ll find that it’s easier to get someone who bought from you to buy again. The better you get at follow-up the more they realize that you care. Truly care about their experience.

After going through this 7 step process, we are usually able to double the conversion rate on 50% of my clients sales and landing pages. Would you like to double your conversion? Then let’s set up a time to chat. I get to learn more about your business and you get to talk with a customer conversion expert. A nice win-win for both of us.

Let’s Review

Your connection system has to tip them from one section to the next. This connection must strengthen the longer they stay on your page. The sales page detail is usually congruent with the cost of the product. The more expensive the product, the more you have to show them the value that they will receive.

Do you need help with your conversion systems? Let’s set up a time to chat. Just click here to fill out the contact form and I’ll send you my calendar schedule ASAP, so you can pick a time that’s good for you.

By Karl Staib

By Karl Staib

How to Avoid Turning into a Frustrated Pirate during the Sales Process

Stop being a frustrated pirate in front of your customers

As you know the sales process is a tricky one. It’s a balancing act of pulling in your ideal customers and pushing away the people who aren’t a good fit.

Many of my clients don’t like the idea of pushing anyone away, but really it’s an important part of business. If people buy what you are selling and don’t have a good experience then you must deal with an angry customer.

Arrrrrgh! Then you turn into a frustrated pirate that throws dozens of scallywags of your ship. Why did they buy my treasure if they knew it might not work for them? I wish they would have read more about it on my site.

That’s why attracting your ideal customers, showing them who is a good fit and pushing away the people who aren’t ready for your type of product is very important to improving your conversion rate.

I’ll say something to a client like if I can’t improve your conversion I’ll eat rotten shark. I don’t do this with all my clients, but I do use this tactic on some of them to catch their attention. You are probably grossed out by that image and so are my clients, but it allows me to pause the conversation, which helps if we are going in circles. I’ll explain that rotten shark is a national dish in Iceland. Then I’ll explain that my mother was born there. Rotten shark is quite gross, but I have eaten it and will eat it again.

It helps me show my personality (connection point) to my clients and that I’m a man of my word.

Think of your favorite local restaurant. Why do you go there? What do they do that’s special? This is why I suggest that you truly own your BIG domino. Your restaurant does. They do a few things very well (a particular dish, the wine selection, the service). It’s why it’s so easy to tell the story of your experience to a friend.

A great story shows people the value that you deliver.

Go through your website and look for ways to improve your stories.

  • Stories of how your customers have had success with your product/service in the past.
  • Stories of how their life can change when they use your product/service.
  • Stories of how much you care about your mission.
  • Stories within the before and after affects of people who use your product/services (strong images).

When you tell great stories you attract more of your ideal customers. You’ll also keep your inner pirate from coming out and throwing customers overboard.

Watch the fourth video to dig a little deeper in the Domino Connection Sales System Series to understand how I explain two of my clients’ BIG dominoes and how to put all four lessons together so you are reaching more of your ideal customers.

If you have any questions just let me know.

P.S. If you are ready to help make your ideal customers improve their lives and you know you need some help on how to measure and refine your sales process just click here to learn more and apply to join my Domino Connection Systems program.

By Karl Staib

By Karl Staib

Customer Pain Patterns

Customer pain patterns

Each group of customers has a specific pain that they need help solving, but many times it’s tricky to uncover.

Many companies struggle to find and sell to the spark of pain.

My customer’s pain is not being able to close more sales. I make it easy for them to close their connection gaps so they can reach their ideal customers.

I have them fill out a form, so I can find out where they feel their sales are lacking. We set up an online meeting so I can dig even deeper. I review their website and analytics then come up with a plan that helps them see the untapped potential in their business.

See the pattern?

I do a lot of listening.

I have a friend who makes and designs t-shirts. In the beginning of his venture, every time he designed a t-shirt, he thought his t-shirt would be a hit. Most of the time he was wrong. It wasn’t until he listened to their customer’s pain of not finding certain type of t-shirt…then he was able to generate consistent sales.

The best way to find out what your customers’ pain points are and help them solve these pains is to ask them and then simply listen. It’s the only way to get on target. That’s why building connections is so important. People will help and tell you their pain points if they know you truly care.

Are you able to connect with people who could use your help?

What do you use to create conversations?

I use my blog, phone, email, and social media, and I look for patterns.

Are you able to see any patterns that keep popping up again and again?

And do you show, not just tell your potential customers how you can help?

Give Them Tools

If someone wants to quit smoking, don’t just tell them what they already know. Show them how you can help by giving them tools that they can use. The website owner could provide group coaching sessions to give them support and help them build a community. You could offer them healthier alternatives to smoking like nicotine gum or vaping devices.

Now that you are giving them tools that they can use you are learning more about who they are and where their pain points are. You are creating more value for them and they in turn will be able to help you sell to them on products that they need.

Now you can go back to your anti-smoking t-shirt issue that is missing the mark. You could have 3 designers from 99 designs come up with a mock-up t-shirt design that does a better job of helping them promote healthier living without cigarettes. These 3 designs can be voted on by the community and the winning t-shirt will be the one printed.

Customer Feedback Loops

You have buy in on how to help them promote the concept of quitting smoking on their clothing.

Do you have feedback loops that allow you to improve your customer experience from first connection to conversion? And are you listening to the feedback and then picking one thing to improve each month?

If you aren’t testing and refining your connection systems, you are losing customers. If you’ve stopped caring about their pain as much as you once did, you’ll create more pain for them. And if you’ve turned that initial pain into more pain, they will look for someone else to solve it and talk bad about you in the process.

Do you need help with getting a better idea of your customer’s pain points? Check out the Connection System Review. We’ll go through your website and look at where you might have connection gaps so you can close them and close more sales.

By Karl Staib

By Karl Staib

3 Simple Steps to Improve Your Website’s Conversion Rate

Customer Experience

A few years ago I noticed I changed my services page for the 8th or 9th time in less than a week. I was doing more changing than closing sales.

As I was sitting there with my head in my hands out popped this crazy frustrated laugh. I didn’t know where to go next. This was back in 2009 and I hadn’t read anything about sales conversion.

I walked away from my computer and went on a long bike ride. I didn’t know what to do next. So I searched all over the internet. I found an article. I wish I would have saved it, but I haven’t. It broke down how sales pages work, the psychology behind it and why most people mess them up

Your website should not be a fixed entity. Finding the balance between leaving it be and changing things for the better isn’t easy, until you begin testing what people connect with from your site and what they don’t.

Your online sales systems should be like your life, ever growing and improving. The best way to do this is to do these 3 steps:

  1. Test out an idea.
  2. Measure results.
  3. Refine concept.

This is the scientist mind that we all need to cultivate. Customer experience is the main reason people share your business with their friends. Measuring this is tough, but the better customer experience you can create and recreate the more business you’ll bring in.

Where to focus on? When to start testing? How to test out different ideas?

There is no perfect place to start. The best approach is to pick a main connection point on your site. Ask yourself how you think it could be improved. Once you have an idea on how to improve follow these three steps.

  1. Test
  2. Measure
  3. Refine

Then you just need to repeat this process 10,000 times.:)

Don’t worry about reaching number 10,000, just start with the first step and see what happens

Now go to it. Let your curiosity loose and have fun with finding new ways to connect with your customers.

If you need help with ideas or testing please reach out. It’s better to start improving your customer experience now instead of putting it off until next month or next year. Check out the different value-centered conversion services that we offer.

By Karl Staib

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