Traffic Conversion Secrets Lesson 6 - How to Make it Work

To implement this strategy online, you will not only be
targeting sales, but any call to action that can increase
the value of your website or blog. In these terms, a call
to action may be to buy something, but it can also be to
add a comment to your blog, to discuss something in a
public forum, to join your email list, or any other action
that makes the buyer interact with the site. If you have a
lot of activity on your site, this can help you define what
is motivating the visits to your site and how to manifest
your visitors' unconscious desires, as we talked about
earlier. You will want to use the gathering phase to cull
information on your visitor's subconscious desires. Maybe
you experience more sales from people who are visiting your
site from the Southern United States in the summer than you
do from other regions of the country. That tells you that
there is something specific to that region that is
motivating sales. The fact is that Southern states have a
harder time controlling fleas in the summer months and even
though you may not live there, your website is worldwide
and people have found it and are buying.

Well, one of the ways you can influence a subconscious
trigger is just to advertise how many Southerners actually
buy from your site, but that's not very subtle. It may
trigger feelings of belonging and also status too, but it
can also make them wonder why they're being targeted. The
key to using a subconscious trigger is to keep it somewhat
subconscious. You may get it, but it shouldn't be too
obvious to the people who are buying your products or they
will resist it.

So, maybe you find out people in the South who have lots of
dogs or cats living in the country and like country music
or NASCAR. Voila! You set up your pet site with a referral
from a country music star or a Nascar driver. You don't
mention the word south at all, even though that's your
demographic. You don't say that Southerners have too many
fleas in the summer; you just have your celebrity showing
how effective it is to treat their pets with your product
and what they like about it (the benefits). The
subconscious trigger of identity is very powerful. They
will identify your product with where they live, in the
South, and probably think of you more in association with
the celebrity. Every time they hear a song or watch NASCAR,
subconsciously they will remember that ad and if they
happen to be doing it in the summer, you've probably
already made a sale.

So, the thing is to be subtle but focused on your product
and target audience when you are going to close the deal.
That doesn't mean that you can't use this strategy for
other things to get your visitors involved in your site and
help you determine their needs. As mentioned earlier, a
valid action on your site might be someone putting a
comment on your blog or adding a post to a discussion group
on your site. If your site is a group site with membership
levels and more, you can easily use the subconscious desire
to belong to stimulate growth in your website and more
activity. You can even sell memberships on your site if you
target the subconscious desire to belong to a status group
very carefully. The way to do this is to build a core group
first, of people who are already online. This gives your
site authority. Then, use strategies like Facebook where
people join who have similar networks, interests, or
because they are friends already. So, you sign up people,
and invite them to have their friends join. You can even
give them something for their effort, by either using a
point system or some free gift. This will help you build a
network of people with similar interests who want to buy
your products. Another way to use the subconscious desire
to belong is to add different membership levels to your
site. This works particularly well for sites that have a
great deal of prestige. EBay uses this strategy by offering
sellers a Power seller status on their membership if they
happen to have a high number of sales and a 98% feedback
rating by the end of several months. If they do, they are
automatically promoted to Power seller status. 

Meanwhile, this motivates people to sell a lot and keep up
good customer service on eBay. Similarly, if you own a
respected research or non-profit site, you can have people
who want memberships to get different perks per membership
level and different types of recognition for being a part
of your organization. This helps you sell memberships and
increases your pool of people.

The timing for this is actually very flexible. You can
influence people through their subconscious programming at
any stage of the sales cycle. It is particularly effective
at the beginning when people might be attracted to your
website, but not quite identifying it with their needs yet.
By carefully triggering those subconscious desires they
will associate your website, and products, with the
solution to their needs. So, while you can do this anytime,
at the beginning it can form a powerful first impression
without being overbearing or insulting to the buyer's
intelligence.

Another time that is perfect for this strategy is on your
membership sales page, since you can trigger the particular
subconscious reasons someone might join and help them to
seal the deal. For instance, maybe you are a non-profit
that deals with environmental cleanup, then you can have on
your membership page the different levels and how each
level helps you to do more good in the community. You can
send them a bumper sticker or some other personally
identifying perk to make them proud they belong to such a
wonderful organization. 

Also, when a deal has already been closed, you might still
be able to use a subconscious trigger right before the
checkout to get more sales. Like the Amazon list that shows
people who bought this item also bought these which
triggers a status subconscious desire. How can you pass up
the other books when so many other people have them? Are
they smarter than you? Richer than you? What do they know
that you don't know? So, you might get triggered to buy
more just to keep up with the Jones. 



To Your Success,
YOUR NAME

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