The document discusses 7 conversion rate factors that contribute to highly converting websites: 1) Motivation, starting with motivated traffic, 2) Offer, making the offer irresistible, 3) Clarity and 4) Relevance, ensuring the headline and landing pages are clear and relevant, 5) Urgency, creating a sense of urgency through scarcity or deadlines, 6) Distraction, focusing the user only on the desired action, and 7) Anxiety, answering questions and objections to soothe user anxiety. Examples are provided for each factor and recommendations are made for books and tools to help with implementation.

1. Little-Noticed
Secrets of Uncommonly-
High Converting Sites
or "How to outconvert an evangelical preacher"
by Gabriel (Gab) Goldenberg

2. We're Going To Talk About
The 7 Conversion Rate
Factors/Rules
Images via Microsoft & WiderFunnel.com

3. 1. Motivation

4. Preach To The Damned!
- Start With Motivated Traffic
- COUNSEL? HOW DO YOU PLEAD?
- GUILTYGUILTYGUILTY
Via LFGComic.com

5. Traffic Quality Depends On
1. Relationship aka Brand
2. Permission
3. Channel
4. Intent
5. Urgency
6. Message

6. Practice Examples
o Rate popups, search, social, email
o Rate "water damage assessment" vs
"new car"
Recall:
1. Relationship aka Brand
2. Permission
3. Channel
4. Intent
5. Urgency
6. Message

7. 2. The Offer aka Value
Proposition

8. Sell Salvation
- Make Your Offer Irresistible
Hope for Sinners Now 70% Off*
*Discount not valid in combination with other religions,
Void where prohibited by law, infidels or souvlaki vendors

9. Offer Tests:

10. 3. Clarity & 4. Relevance

11. Start With A Bang
(a big one)

12. Clarity:
Your Headline Must Explain At Least 2/3:
1. What 2. Who 3. Why

13. Match ads to their landing pages - Don't use
homepage

14. 5. Urgency

15. To Create Urgency, Use
1. Time or quantity limits - fear of lost opportunity
ex.: Price is going up soon
2. External deadlines -
ex.: Back to school

16. Your Soul Can Be Saved -- If You Act Now
Hope for Sinners Now 70% Off*
* Valid while supply of hope-bottles
lasts, if the Devil doesn't take your
soul first...

17. 6. Distraction...

18. Goal is GetToHeaven - Only. Not
ChatUpAngels, FindHolyGrail
vs Focus

19. Sinners and their penance
The
- Snake: Stop talking so much already - cut copy 50%
- Idolaters: Pick THE call to action and cut the rest
- King Ahasuerus: Less is more - stop filling every
inch of your palace / screen

20. 7.
Anxiety

21. Answer Your Flock's Questions
- Answer Objections & Soothe Anxiety
"We don't post anything without your permission."

22. For Help Implementing:
Books:
"Don't Make Me Think" & "Rocket Surgery Made Easy"
by Steve Krug
Tools:
Feng-GUI.com , UserTesting.com, Screencast-o-matic.com
Expert Site Review / Guidance
Illuminea's consulting (cough cough nudge nudge)

23. Webinar by Illuminea.com - 02-566-0297
- 10 years in business
- Known for friendly and expert site design & marketing
- Founded by Miriam Schwab, popular speaker, WordPress &
SEO expert
- Join our newsletter: illuminea.com/home/subscribe/
Gab Goldenberg
- About 7 years in online marketing (SEO, PPC,
CRO)
- Wrote The Advanced SEO Book - book.seoroi.com