Alex's specialty is web traffic conversion. He advocates using tested, principle-based tactics to increase your web sales.

The presentation starts off with a true story about an experience Alex had watching a woman feed pigeons in MacArthur Park in LA. He noticed that the birds were a bit skittish when the woman approached so she took the time to 'let them get to know her' by demonstrating a lot of patience. Once the pigeons were comfortable with her, they'd come to her regularly. He parallels this to a young, impatient boy that also tried to feed the pigeons but chased them rather than attracting them and quickly gave up.

Alex points out that we should also attract our prospects rather than chase them. In the way that we wouldn't ask someone to marry us the first time we met them, we shouldn't go for the sale right away, too. Instead, we go for what Alex calls the 'soft-yes'. We get them to download a sample of our product or sign up for our ezine and get to know us before making a purchase.

He goes on to explain the difference between principles and tactics. The main difference is in terms of endurance. Tactics come and go but the principles they're based on are timeless.

Next, Alex explains what he calls drivers that transform visitors into customers. The five primary drivers are:

• Baiting: luring first-time visitors to opt-in.

• Bundling: using add-ons to increase your average order size at no added cost.

• Recycling: boosting your value per visitor using things like exit pop-ups that take visitors to a comparable product through an affiliate link.

• Gifting: Bonus gifts, opt-in gifts to capture sales.

• Engaging: Keeps visitors on your website longer to lower resistance.

Alex also speaks on the importance of having a high VPV (value per visitor). In other words, if you have a product that sells for $10 and 5% of your traffic buys, then you have a visitor value of 50 cents. Alternatively, if you have a $100 product and convert 1%, your VPV is $1. The higher your VPV, the better your chances for getting affiliates and joint venture partners.

The balance of Alex's talk is reviewing case studies and showing you these principles and tactics in action. He gives URLs of the examples so you can logon to those sites and follow along at home.

Alex Mandossian was one of the featured speakers at The Big Seminar in Dallas

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