1. Are You Talking
To The Wrong People?
In sales, it’s
absolutely critical that you focus your time and attention on qualified
prospects. Otherwise, you’ll quickly get frustrated and burnt out
talking to people who never end up buying from you.
The same thing happens
with your website every single day. If you’re getting 1,000 visitors to
your website each month and no one is turning into leads and sales,
then the first question to answer is, “Are these visitors really qualified prospects?”
If you dig into Google
Analytics and see that half the traffic is international and you only
sell in the US, then it shouldn’t be a surprise that your conversion
rates are low. Or if you see that the majority of your traffic is from
a funny, mostly unrelated video that was shared on social media, then
again, you shouldn’t expect that traffic to be converting.
In other words, the
first step to assess low conversion rates is to confirm you’re talking
to the right people. If you’re not, then there’s no sales trick in the
world that will help you.
2. Are You
Presenting The Wrong Message?
OK, let’s assume we
know your website visitors are in fact qualified prospects. Next, we
need to check your message.
A great salesperson knows
there is no one-size-fits-all sales presentation. Instead, you must
match your presentation to your audience. If you’re selling to a room
full of mothers, then your presentation will be different than if
you’re selling to a room full of college boys. You may even dress
differently in order to connect more closely with each audience.
Now take a look at your
website. Are your webpages presenting a message that matches each type
of visitor? With digital advertising, you can control this more easily
using unique landing pages that precisely match the targeting of your
ads.
With your organic
traffic, I recommend offering options for your visitors to self-select
so you can then direct them to unique pages that match the audience.
For example, you could add buttons on your website that say, “Click
here for women’s XYZ” and “Click here for men’s XYZ” so you can tailor
the next page for each gender.
3. Are You
Confusing Your Prospects?
Finally, if you know
you’re talking to your ideal prospects and you’re presenting the right
message, then it’s possible you’re overly complicating the sale. This
is especially true with digital marketing where your prospects can
click away in a split second if they ever get confused.
When you’re selling
face-to-face, it’s easier to pick up on clues (like glossed-over eyes)
and then switch course to get the sale back on track. But with your
website, your clues are not as obvious. In fact, they are buried in
Google Analytics.
One clue is to review
the top Exit Pages on your website by going to Behavior > Site
Content > Exit Pages. Those are the pages where your visitors are
exiting your website.
Why are they exiting?
Again, if you know the visitors are qualified prospects and you’re
presenting the right message, then chances are good those visitors are
exiting your website because they are confused. Take a close look at
those pages and wherever possible, simplify the layout and copy.
Remember, your
website’s role in your business is to generate leads and sales. If
you’re not happy with your website’s results to-date, then it’s time
for a performance review using the 3 questions above. When you fix
these issues, then all of your other digital marketing results will, in
turn, improve as well.
Need Help With
Your Your Marketing?
Do you need help
implementing your digital marketing plan? Contact us today to
schedule a consultation with a Main Street ROI Marketing
Advisor.
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