This post is part of a series about the Internet marketing strategy I call Inbound Marketing. To access the lead post please click the link in the prior sentence.
In the context of sales, conversion means walking a prospective customer into being a customer. This is accomplished by walking people through your sales funnel, one step at a time.
In the context of your website, conversion is implementing the first few steps of your sales funnel in your website.
Selling a $5 novelty item is different from selling a $2,000 a month consulting engagement. Although the decision making process may be similar in some ways, they’re quite different in others.
Buying a $5 novelty item
In deciding to buy this, you may ask yourself:
- Is it cool?
- Do I want it?
- Do I have $5?
- Let’s do it!
In this sales funnel, you website implement every step of your sales funnel, from initial product presentation to completing the sale.
Buying a $2,000 a month consulting engagement
- Awareness: I have problem X… Where can I learn about solving problem X?
- Research: How well do the various options help solve my problem? How do I make sure?
- Cost/Benefit: What is the cost of not solving this problem?
- Budget: Can I commit $2,000 a month?
- Timing: When do I need it?
- Selection of option: I have some specific questions…… How do the various options measure up?
- Go/No Go: Let’s do it.
In this sales funnel, your website can provide awareness, research, and the ability of someone to contact you for more information. It is highly unlikely anyone will commit to a $2,000 consulting engagement simply on the content of a website.
What is Your Sales Funnel?
The specific topics being covered in this set of posts are:
- What is your sales funnel?
- What action or actions do you want website visitors to take?
- Make it easy
- Make it obvious
- Remove distractions
- Measuring conversion
To Learn More…