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.
|
No comments:
Post a Comment