#40: Understand Your Customers to Increase Conversions – Digital Marketing This Week

This week on Digital Marketing This Week, we covered “A Marketer's Guide To Conversions.”

If you want to check out the whole episode, you can find it below…

This Week's Episode:

But for a brief overview of the topics discussed, including a framework you can use, ideas on where to start and other tips and tricks, check out the show notes!

To start, let’s establish the fact that conversions is a process. it’s all about learning and obviously directly related to split-testing that involves learning your customers language.

You have to understand what drives these different ideas to work.

Every split-tester or conversions optimizer will follow a framework–and in my opinion, there is a single, giant framework on which all other frameworks are based.

All frameworks come down to “Pain vs. Pleasure.”   Human beings, as a species, are built to avoid pain and are extremely motivated to gain pleasure.

Digital Marketing This Week - Conversions - Pain vs Pleasure

What causes pain? Things that cause anxiety or might raise an objection from your users such as overly complicated process or lack of security images.  It could even be caused by a confusing landing page that doesn't stay “on message.”  Your goal is to make sure that you reduce any possible pain point.

On the other end of the spectrum, you have to promoting pleasure. Do you have symbols that will make their anxiety about security go away? Do you use clear, simple words that communicate well?  Is the landing page easy to use with an obvious call-to-action?

(For more examples and a more in-depth discussion, be sure to watch the full webinar above.)

Here are some other things to take a look at:

  • Are your headlines 100% congruent with your content?
  • Do your images support your copy?
  • Did you test it? (Does the page work?)

Digital Marketing This Week - Conversions - It is a process

In Summary…

Conversions isn’t about convincing, it’s about getting out of the way of your prospect. In many cases, a visitor has already decided wether or not they are going to take action from the very second they hit your page. Your job is to get out of their way as they go they buy, optin or click.  If you give them reason to leave… they will.

(Again, for more examples and a more detailed discussion of the topics discussed, be sure to listen to the entire episode.)

If you have questions, leave me a comment below and if you like what we've built here, please take a moment to share, like or otherwise spread the word.

– Mercer

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About The Author


Chris Mercer, who typically goes by "Mercer", has a sales and marketing background that stretches over 20 years. He began his online marketing career in 2009 and has become a sought after analytics & conversions expert, helping other top-marketers to improve their own offers and sales funnels. Now decades of real-world experience are brought to you post-by-post as he delivers Seriously Simple Marketing tips that you can use to build your own business!