The Top 21 Converting Secrets From Bryan Eisenberg

I had the pleasure of meeting Bryan Eisenberg, professional speaker, best selling author and authority in online marketing,  and someone I greatly admire, at the Affiliate Summit East. Before his keynote I had a chance to chat with Bryan about his new upcoming book and snap a quick photo with him. I felt like such a fanboy for asking for a photo but I’m glad I did. Thanks again for chatting and for the photo Bryan.

Bryan Eisenberg delivered one of three very powerful, information packed keynotes at the Summit. Bryan packed in a full hour, revealing the top 21 Converting Secrets, that he’s seen across several the top companies over the years. Of which I’ won’t share any of the examples Bryan used out of respect for his content and knowledge in the conversion optimization field.

The main take away from the keynote was that the top converting companies are not doing anything remarkably different from mid level converting competitors, there is no special ingredient. But rather many spices combined and cooked to perfection to get results that are bigger than any one part alone. The best converting companies are doing a lot of little things that make a big impact. Those little things add up, and when combined with a discipline of data driven decision making and rapid execution make all the difference.

So what’s consistent across the best of the best? Well, that’s the secret.

21 Converting Secrets

1. A Strong Value Proposition
   Value. Why should a visitor buy from you?
2. Persuasive Relevant Offers
3. They Reinforce the Offer Site Wide
4. Maintain Scent Across a Campaign
   Scent is based on a concept by Peter Pirolli, called Information Foraging Theory
5. An Understanding of The Customer Buying Process
   This is a key component to success for any business, understand how your customers buy and it will be easier for you to sell to them.
6. Appeal to Multiple Persona Segments
7. They Don’t Slice and Dice Testing
8. Leverage Social Commerce
9. They Use Social Proof
   To learn more about how to use social proof read my blog post here and here
10. Promotions and Up-Sells
11. They Use Reviews
12. They Gather Feedback and Research
    There’s an old saying – You have two ears and one mouth so you should listen twice as much as you talk.  This is true in all aspects of life, relationships, business and conversion rate optimization.
13. They Use Robert Cialdini’s 6 Persuasion Principles
    The best book on influence and conversion rate optimization ever written, Influence: Science and Practice, which outlines the six weapons of influence great detail.
    – Receprocity
    – Commitment and Consistency
    – Social Proof
    – Liking
    – Authority
    – Scarcity
    I highly recommend you buy Dr. Cialdini’s book and read it twice.
14. They Make Forms Engaging
15. They Provide Point of Action Assurances
16. They Keep You in the Process
17. They Consider Email Preview
18. They Budget For Experience
    Read my thoughts on budgeting for conversion here
19. They Have a System for Prioritizing
20. They Make Data Driven Decisions
    It’s no longer enough to rely on design to support the look or usability of a website. Look and feel can only frame the way a visitor interprets a message and usability can only ensure that a site is easy to use. The maturity of this new age of metrics and the convergence of marketing with design will force web sites to move beyond just matching a brand style and move into accountability.
21. They Know How To Execute Rapidly

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