Knowing your sales funnel is the absolutely first step in website conversion, and the key word here is “knowing”, not just thinking you know.
Why do I make this distinction? Because we do not necessarily think like our prospects.
Some years ago I started a remodeling company (Solera Home Improvement). We “knew” what people in our area wanted as green remodeling. We were wrong.
People were not willing to spend money for being green. What people DID want was a company that specialized in small bathrooms.
So we became one and we sold a lot of small bathroom remodels.
Zippe.biz provides Local SEO Marketing training, consulting, and implementation.
About a year ago I started three new Inbound Marketing clients who all started around the same time.
After 3 months, one had a conversion rate of 1.7%. Another had a conversion rate of 0.7%. The third had a conversion rate of 0.1%.
Why the difference?
The last client was offering their web visitors something their web visitors apparently did not want. However it seemed like something people were likely to want (same thing that happened with green remodeling vs small bathroom remodeling).
This rant is relevant because for you to tell your web visitors what action to take while on your website, you must be a few criteria:
- The benefit must be simple to understand.
- The benefit must be desirable.
- The website task must be easy to take.
The first two are the hard ones.
What if what you know to be true is not true? What if you what you think your web visitors want is NOT want your web visitors actually want? Your conversion rate will be very low.
How do you learn what they do want? You ask, and you experiment.
For the customer above whose conversion rate is near zero, we are going back to the drawing board and we are going to figure out what else we might offer that they in fact their prospects do want.
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