The Desire Stage of the Funnel ... I Want What You Sell
how to design fans and welcome back, let's continue our journey through the IDA sales funnel. And now we're up to Desire the Desire stages really marked by transactional assurances, trust and safety in the eyes of your website visitors, they are aware of what you offer, they're interested in what you offer now based on the information you've provided them based on what they know about your company. They have developed a passion, a Desire Two get ready or to potentially really purchase or convert whatever that conversion action might be and engage with your brand in a way that's meaningful to you. So let's just go into a few slides. I have prepared to give some more information and some more background about the desire stage of the sales funnel. So obviously our level of commitment is creeping up, right as you can see in this chart, the, when a person or a website visitor is getting ready to buy from you there in that desire stage, they're highly committed or they're more highly committ...
ed than significantly more highly committed than they were in the interest nowhere in the stages of the buying funnel, they're gonna give you more time and attention. Right? So now it's not as important to be super, super precise and all the information you give them, you want to give them substantial information because they're gonna give you more attention and they're gonna engage with you in a more meaningful way. But on that same note, just because they're engaged and just because they're gonna give you attention. It still doesn't mean that you can compel them to act before they're ready at this point, you still need to really just provide them with the type of information that they're looking for, that they're seeking for in this stage of the funnel, you need to have more supportive information, right, filling in all the blank spaces on your homepage. You might have had these little blurbs, you might have had a little bullet point here and there, you might have had a little action block. Um you know, all these little information bars, just an overview of snapshot of what you do and who you are at this point, when people are now further down the sales funnel, they've traversed further into your website there. Now on inner pages, they need more significant information. They need more substantial information. Now it's time to fill in those blank spaces. Now it's time to really provide them with the context and details in a more sophisticated way about your products and your services, about your company, about your team, about your value. Right. Those are all things that are really important for, for people who are in this phase of the funnel, Right? This is where visitors like we said, they transitioned from scanning to reading in one of the future lectures in section two, we're going to talk about this idea that people don't really read on the web. They scan. Right? So that's gonna be one of the concepts we talked about that's really, really important for for first time visitors people earlier on the sales funnel. But as you get further into the sales funnel, as people getting ready to buy, you really have to provide them the type of information, more substantial information, what they're looking for. Trust and security. This is where it's at the desire stage. one of the greatest deterrents of conversion is a lack of trust and security in the eyes of your potential buyers. In the eyes of your website visitors remember your visitors don't know you, they don't know that you're so nice, they don't know that you're so sweet, they don't know anything about you. Right? So what you present on your website, things like partner logos, things like case studies, very transparent information. All that stuff is gonna go a long way in helping convert people who are now interested in and desiring of your products. People are looking for transactional assurances at this point, right? They want to know that what you're shipping method is they want to know what your return policy is. They want to know what's going to happen after I submit this contact form. They want to know that my email is not going to be used for spam, They want to know what's behind this registration page, right? These are the types of assurances and these types of guarantees these elements that increase the sense of safety for the user. And we're gonna talk about these things and more depth and show you more examples of these things later. We're just bringing them up all now because they relate particularly to the stage of the final visitors. Should be allowed to determine the pace in the direction of their relationship with your brand. Right? So you don't want to be prompting users to move to a new stage of the funnel, to a new page in your website before they're ready, before they decided to do so, offering case studies offering a page that has testimonials offering e books. These are all things that allow the cadence and the pace of the relationship to be set by the user. We've spoken about e books and white papers and and and and you know, free consultations and and chatting with a rep. All these different things that we spoke about as you're gonna you're starting to see there's an overlap, right? But there is different aspects of these components. There are different aspects of these ideas that pertain in a more significant way, in a in a more real way too different, you know, psychological cognitive frameworks that are represented in these buying funnels. So, those types of things like e books, case studies, a chat widget, all those things allow the user to determine the pace of the relationship, which is very important. Let me show you a really cool example exactly what I'm talking about. UX pin is a pretty well known company that offers their clients and their customers. Wire framing software. Right? So you could quickly build mock ups of your web pages of your products of your web apps, Of your mobile apps. Right? All the, all those sorts of things and they happen to do a fantastic job when it comes to allowing their own visitors to determine the pace of the relationship and to develop a sense of trust and security. So I'm going to break down their case studies page section by section and show you how fantastic this is. So this is their hero section in the, in the section below it. Right. So they have a clear headline. Thousands of top design companies use you. Expend, right? You cannot get a better headline for this page than that. Then they have a call to action for one major case study showcasing how HBO um greatly benefited by using their software and there's a blue call to action where you could actually read the story but let's say I'm not ready to read that actual story yet. I want to go down further on the page. Next they have six more five actually five more individual case studies with the client logo with a headline and sub headline. I can read those different case studies. These are all three case studies are not going to ask me for an email address or a name or a number. This is all free content. Right? We're trading attention as Gary Vaynerchuk always says were day trading attention. So they're offering this valuable content. Not only is it valuable because they might get some cool ideas from these case studies, they increase trust and a sense of safety that the company has really great clients, but they're also allowing users to pace the relationship. I'm not ready to call, but I want to have this information and and you're engaging with the brand and you're increasing that desire right below that. You have testimonials. Four different testimonials written in text with images. These obviously aren't um stock photos, they look like real people, real companies, real names and real testimonials. Right again, transactional assurance, trust and safety being increased over there. And finally on the bottom they have a great um logo bar that says these companies are changing the world and they use you expend, right, fantastic way to increase trust and safety. And then you have logos, there's, we're gonna talk about this later as well. There are a lot of actual statistical studies and research studies that have shown that these types of local placements are crucial, are key in creating a sense of trust and safety with your prospects. And then finally, they have the call to action. Very unobtrusive, very not Obnoxious. I could book a demo by calling, I can start a free trial by signing up. Um it's a beautiful page. Right? So now this is the on the right hand side of this slide is is their entire page. Um it's it's a little small, so you might not be able to see it that well, but ultimately it's a it's a beautifully designed page that lets users learn more about their products while at the same time giving those users a real sense of trust and safety. When a when a users in that desire stage of the funnel, there are different types of actions that they're still doing their they're still looking for more information. one of those actions is research, people are still researching the product when they're in that stage of desire. It could be the same thing with interest and could be the same thing in the transaction stage, but but these are different common activities that you should know that your visitors are likely taking. So when people want to learn more about your products, prioritize that information in a sensible hierarchy, offer the most important aspects and features and benefits of your products first and then lower down on the page as those features and benefits get less and less vital to the actual buyer to what your customers really want. Once again, you could facilitate that research process by giving people white papers by by giving people infographics by giving people checklists, right? These are things that people would love to have and customers and I've seen this over and over again, increasing conversion rates, increasing brand engagement. Um, and give people the tools that will allow them to research and give them more details about your product and services. I've seen. Companies oftentimes will offer their pricing matrix as a downloadable pdf because as long as detailed it's complicated and it's not really user friendly to be on our website itself, embedded in the website itself. So it's offered as a free download. Um It's it's really good if your e commerce, make sure you're making use of product filters. Product filters, allow your prospects to look at the products that they want and then easily learn more about those products. Even in, even in that desire stage competitive analysis similar to research. But while research is really intrinsic to your products, competitive analysis is, let me see the competitive landscape. What are my other options, chances are you're not the only person that does what you do, There are other options that a person could buy or to fulfill his needs to get his question answered outside of your company. So what you need to do to to help engage your website visitors who are engaged in competitive analysis is offer the features that distinguish you from your competition. So you should have a good sense of your competition, you should know who your main competitors are, you should know who's competing with you and PPC, you should know who's competing with you at S. C. O. If you're doing a lot of networking events or trade shows, you should know who, who's competing with you there and you should be able to come up with a list of things that distinguish you that makes you special. That would break the tie in the eye of the consumer. And of course whether or not you break that tie is obviously going to be influenced by the number of competitors and the additional value that you could add over those competitors. Another common activity that users will be engaging in during this desire stage of the funnel is social identifying and we're gonna talk more about the need for social proof and the need for identity. Um Soon in a following lecture and again in the second section of the course, peer to peer reviews are really important. They really make a difference. Make sure that users could leave reviews for your products or even your services. Whether it's on your google plus page, it's on your website itself, the more the merrier. Right? Um it's a fantastic way to increase trust and safety. While these users are in the Desire phase, it's okay to have negative reviews. In fact actual research has shown that a couple of negative reviews make the positive reviews look more authentic. If you have 180 reviews and they're all five stars, it doesn't look and feel authentic. Right? Good clients and customers understand that not every product and services for everybody. You can always have those, those grumpy curmudgeons that that are just negative about everybody and your customers get that. So a couple of battery views are okay. But most importantly, social proof is most effective when your prospects, when your website visitors could relate and identify there's a tribal identity with the people leaving reviews on your site. If I see other people who bought this product or who read this review or like me, just for example, if I'm if I'm shopping for snow boots, if I'm shopping for ski boots, right there is a better example. And I read reviews of these ski boots saying I'm a guy who's 64 who has a massive foot and can literally cannot buy a pair of shoes or get into a pair of ski boots ever. But these boots just did it for me. I would buy that without even thinking twice because I identified with that guy. I have a fat foot. I cannot buy shoes anywhere. It's impossible. And this guy experienced the same thing as me. and he left a positive review for that product. So identified with him. Not only was it a positive review of the product, but his condition, His scenario, his needs were easily and in a meaningful way identifiable with my needs and my condition to my scenarios. That's a very, very important aspect of social proof. Alright, so the next lecture, we're gonna talk about action that last stage in the bio funnel. Some of the specific elements of good design that relate to that stage. Um we're once again getting closer to the end of this of this section. It's been exciting. We're getting close to that shout out to a bourbon, and I will see you guys very soon in the next lecture, where we talk about action and transacting.