In a previous post on how to sell online we began by reviewing how sites get found online. More importantly, we discussed that there are only 2 ways to get on the first page of Google (or any other search engine, for that matter).
- You can optimize your site (takes time, technique and effort), or
- You can buy your way onto the first page of Google (how they make their money)
If you haven’t checked out that article we suggest you look it over when you’re finished reading this post.
Okay, let’s start with a simple observation. Most business owners I speak with each week deeply believe they have a traffic program. They’ll say stuff like…
“we just need to get more hits on the site.”
And before we just nod our head in agreement it’s time to ask one critical question.
What’s your conversion rate?
Believe it or not, most have no idea. And that’s a huge problem. Their ASSUMPTION is that more traffic will solve their lack of sales (or lead gen) problem.
So I ask them…
what would you rather have, 10,000 visits a day with 1 sale, or 20 visits a day with 5 sales?
How to sell more effectively online by the numbers
Alright, so far so good, people are finding your site.
They are coming by and checking you out.
Reason #1 — poor keyword targeting
Sure, it all begins with traffic (and that means doing your keyword research, etc.). But once people come by your site you have to “convert” that traffic into a sale (or lead). Something.
Now, one reason why your site might not covert traffic into leads or sales is that you’re getting the wrong type of traffic. Garbage traffic, if you will.
For example, what if you don’t target the right keywords?
People may find your site, but are they the right types of people that make good customers or clients?
Reason #2 — high bounce rate
So why do so many websites perform so poorly?
It’s simple… there’s a prevalent belief that “if you build it they will come” and that once they find your site nothing more is required from you.
Yet, nothing could be further from the truth.
Sure, you shop online every day and it seems simple enough. And that supposed simplicity is really the problem most people have, the blinders that prevent them from doing better online. Because buying online is something we’re all familiar with we think that selling online is also simple.
For starters, if your site is not converting traffic into business check your analytics. For example:
- what’s your bounce rate?
- average time on site?
- best sources of traffic?
- best performing web pages?
- worst performing web pages or posts?
And have you matched your poor bounce rate with keywords, i.e. which ones are performing the best for you versus which ones are performing poorly?
I can tell you from experience that next to nobody does this.
And that’s why their online sales suffer.
Reason #3 — test and measure
There’s more to selling online than simply offering the lowest price. That’s the “Walmart approach” that they are moving away from, because cheap doesn’t translate into profitability.
Not by a long shot.
Test and measure. Always. For example, you should:
- Test your offer.
- Test your price.
- Test your specials.
- Test different elements of the sales process (where are you losing them)
Whatever your process, web copy, you can refine it. Do it better. Make your offer more clear. Say it a differently. Focus on THEIR needs, THEIR concerns, THEIR issues.
Make your sales process about your customer.
It’s not rocket science.
Before we wrap this article up (to bring you part 3 soon) let us close with a short example about the absolute NEED to test and measure:
CASE STUDY: Back in February a company contacted us because they were going broke. They were generating leads online, but the cost for acquisition was three times what they made from the lead. With no back end, what to do?
Improve conversion. In refining their pay per click campaign, it took 43 different ads to get it “just right.” Now, the ad performs at over 5% click through rate on a regular basis. We slashed their Adwords budget by 75% while generating the same amount of traffic. Part 1 completed, we moved on to their site.
Their website conversion was just under 5% (4.86% to be exact). We changed the landing page, changed the headline, the web copy, and rearranged the elements on the page to better tell their story while making it all about their customer. The result? This month their conversion is 15.9%.
That, my friends, is how you improve your results to better sell online.
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Since starting this web marketing firm in 2008 we have helped a lot of businesses get better rankings on Google, generate more leads and sell more product.
Can we do the same for you?
Schedule your no-strings-attached phone consultation today…
and leave a voice message…
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I look forward to hearing from you…