Any conversion requires an exchange between buyer and seller. Usually a product is exchanged for a something of value. It could be as simple as a white paper given in exchange for an email address. The exchange is made; the conversion is complete.
This exchange always begins with a conversation.
The buyer and seller engage in some form of conversation before the transaction is made.
The conversation grows in importance as the size of the exchange grows. The larger the transaction the more important and extended the conversation will be before the exchange is completed.
This gives us the first immutable law of conversion.
The size of the conversation between buyer and seller that precedes the transaction is in direct proportion to the size of the transaction itself.
Every commercial transaction has a conversation that is relative to the size of the transaction. This holds across the Internet and is true for every type of product and service.
Consider these two obvious examples.
You go online to download a song for 99¢. You have a conversation. It’s short and direct. You type in the name of the song. You check the listing for the name of the band. You click to sample the song. You verify the price. You make the purchase. The conversation is short, but you do, in fact, have a conversation.
Now go online to reserve a hotel room for a convention. You go to your favorite site and check availability of hotels near the convention. Is this hotel closest? Is it clean and safe? Is the price right? Can I get it for less? What if I change my mind? You might even check more than one site online. Finally you make the purchase. The hotel conversation is longer and more involved.
The 99¢ song download and $200 hotel room both require a conversation prior to the transaction. The risk associated with the song download (and consequently the time invested) is minimal, so is the conversation.
The hotel room purchase is a much larger (in dollar terms) than the song download so the conversation is larger.
The size of the conversation is relative to the size of the transaction.
Knowing this first law of conversion, allows you to approach your conversions from a different perspective. And likely, to be more successful at closing on your conversions.
Rather than viewing your conversion as the end target, view conversion as a process. Think about the type of conversation you must have with the potential buyer. How will you shape and direct this conversation? How involved or comprehensive will this conversation be?
Think of this process as a conversation and you will win not only a conversion but a new client, customer, or patient. Listen to them and treat them well and you might have a client for life
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