This post is an edited excerpt from the book Synced. The product discussed uses the techniques in the book to maintain a “live-connection” with the customer, allowing for updates and modifications to enhance their experience and allowing for advanced marketing strategies.
Wherever you have traffic, you have flow.
This could be in your blog, in your book, in your retail store, or in your classroom. And when you can identify the flow – the movement of individuals or, at least, their eyeballs from one location to the next, you can start to see patterns emerge. By considering the inevitability of flow when you are creating your destinations, you can facilitate ways to get the flow from point ‘A’ to point ‘B’.
For example, it’s a known practice among grocery stores to place the essential items in the back of the store to create flow down the aisles, in anticipation that the customer’s eyeballs will discover more items to buy on their journey to what they actually needed. When was the last time you saw milk or bread near the front door of a supermarket?
But here’s where this gets interesting… There is great thought behind what gets placed in those aisles on the way to the dairy section. Which items should be in the center-most aisles – the direct path to the milk and cheese? What can they use to persuade the customer to navigate a preconceived path to maximize impulse sales? What are the secondary and tertiary paths to the dairy section, such as the produce section or the bakery goods?
This is the science of Predictable Traffic Flow, and it is just as valuable in our online marketing and our digital products as it is in the retail industries.
Here is one of the first things I advise clients when consulting on digital product development: All traffic starts at the cover of your product. It is easily the most important real estate you have to work with, the single place that EVERY eyeball will pass on their way to your content. By the way, I advise a cover to every kind of product, whether it’s an ebook, a movie, an audio file or a membership site. Just like magazines on the newsstand, the cover is a place to splash announce your most important messages, and it is the place where all predictable traffic flow emanates.
It’s possible to identify (or orchestrate) predictable traffic inside your product in the flow pattern. By understanding that the customer is navigating from point A (your product page) to point B (another page, or web content via a link), it’s easy to place a message, some content or an offer in-between those two points.
In the example we have been using (throughout this chapter of the book), the indie film product, here is the original predictable traffic pattern flowing through the pages to the Value (the film):
Now let’s say we wanted to add an upsell, and maybe even introduce everyone to the new fan community. Here are the two points that would be most effectively engaging from a traffic flow perspective (NOTE: The cover would be the strongest place for the community link, but in this example we are looking only at the flow pattern):
By inserting a new page into our product at the page-2 position, we can be fairly confident that customers will see it. And by inserting a webpage promotion for the fan community between the value page link (Watch Film) and the actual destination, anyone engaging with the film would be exposed to or interact with your message first.
This naturally leads us to the holy grail of online marketing – a predictable traffic pattern, made up of BUYERS*, that you can use to deliver high-impact promotions and offers.
Think about the ways you can use this strategy to improve your visibility to important promotions and announcements in the products you sell, and also in the places you communicate with your clients and customers.
*Note: ‘Buyers’ refers to the fact that in a live-connected product, only paid customers are seeing these promotions, and that previous buyers are statistically more likely to purchase again from the merchant, making them better prospects than new leads.
This post was an edited excerpt from my book, Synced: A Visionary Approach To Turning Your eBooks, Videos And Content Into Live Broadcasts, Your Customers Into Lifelong Connections, And Your Business Into A Marketing Machine