Learn to Sell People the Way They Want to Buy with Bryan Eisenberg

In this video interview, conversion expert Bryan Eisenberg explains how to increase your sales conversions by categorizing your product selections in creative ways that reflect your customers' actual buying concerns.

Not every product category is as simple to buy as a shirt, he says. Eisenberg provides examples from LandsEnd.com sales of women's bathing suits, where purchasing involves much more than size and color. Swimsuit categorization is based on how a woman would consider buying a bathing suit.

One category is for suits that flatter a particular body shape -- star, rectangle, triangle, circle, or inverted triangle. Another category involves the shopper's anxiety zone concerning buying a bathing suit: minimize tummy-waist, lengthen legs, enhance bust, minimize hips-thighs, enhance waist, and minimize bust.

You'll sell more products, says Eisenbert, if you think about the actual shopping process for your products, and then categorize your products accordingly.

Bryan Eisenberg is a principal in Bryan & Jeffery Eisenberg and Associates. He communicates principles of conversion growth through speaking for companies and industry seminars. This interview was recorded at the Search Engine Strategies (SES) Conference in San Francisco, California in August 2010.

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Science & Technology

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