I’d wager the same thing could be said of your site. Almost never do I see a fantastically designed site that has proper traffic and lead conversion steps in place that also doesn’t have enough traffic. Not only that, but spending time, money, and effort on driving traffic to a site that can’t convert that traffic into leads and sales is a waste.
Let me give you an example of what I’m talking about here.
Let’s say that, with your various advertising and traffic generation methods, you’re spending two thousand dollars a month, and for that you’re getting 20,000 visits to your site. I understand that means you’re spending only ten cents per visitor, and it’s usually more than that, but just stick with me for a second.
With that 20,000 visitors, 0.3% become a lead that goes into your sales funnel (or 60 new people per month become leads). Of those, you close 3% so in round numbers, let’s call that two sales per month.
Now, correct me if I’m wrong, but if you’re asking for more traffic, aren’t you really asking for more sales? After all, if you can get 40,000 visitors to your site, that would be four sales per month, correct?
Here’s the problem with that thought process. If you’re spending two thousand dollars to get 20,000 visitors, then you could simply spend four thousand dollars to get twice as many visitors, for which you would wind up with twice as many sales.
But what if, instead of trying to get more traffic, you instead worked on converting the traffic you are already getting?
Instead of doubling the number of visitors, you should work on doubling how many people become leads. This wouldn’t cost you a single extra penny, but would also get you twice as many leads and therefore twice as many sales. Or, if you worked on your sales conversion process, you could also get twice as many sales.
In fact, without question, the single biggest problem that I see with almost every single potential client is that their site is horrible at turning a visitor into a lead.
Important Questions To Ask
Instead of worrying about getting more traffic, I want you to focus on using the traffic that you do have to better effect. Let me explain how you do this.
1. Start by looking at your site. Can someone, right from any page on your site, give their name and email address to request more information?
- Can that information be sent to them by email?
- Will that information help to demonstrate your expertise in your field?
- Is the form for asking for the information quickly and easily visible?
- Is the form attractive?
2. Does your site give a good reason why someone should use you over anyone else you may be competing against (other than price or location)?
- Does your site help to demonstrate that you’re an expert in your industry?
- Is this “demonstration of your expertise” easy to find?
- Does this demonstration use multiple different media types (text, video, graphics, data visualizations, and even cartoons)?
3. Are you split testing your lead capture form? This includes all aspects of your form: headline, graphics, "body copy," colors, and its location on your site.
4. Are you split testing your lead to sale conversion process?
I can’t even tell you how often it is that I work with a client and do little else but help them improve their site’s ability to get leads, then improve their ability to convert those leads into customers; and suddenly, those clients are experiencing the greatest months in their history.
This really is the low-hanging fruit. Let me show you why.
Almost always, within a very short period of time, by improving their lead capture and conversion processes, people are getting 200%+ improvements to both the percentage of traffic turned into a lead and the percentage of leads turning into a customer. Let me show you how the math works now.
20,000 visitors with a .9% lead capture rate = 180 leads
180 leads with a 9% lead conversion rate = 16 customers per month
In other words, without spending a single extra cent, two customers per month just turned into 16, an 800 percent improvement — and let me be clear about this: I see improvements like this with every single customer I work with.
If your site/business was barely scraping up a profit by spending two thousand dollars a month to get just two sales, how much more successful would you be if you started getting 16 sales?
Now, I don’t want you to think that I’m somehow filled with magical conversion powers. It boils down to a fairly simple set of steps.
1. Make sure you are providing great industry knowledge and information and making it freely available on your blog.
2. Have something that you can email to people that provides even better information, and all they have to do is fill out a simple lead capture form giving nothing but their name and email address (or even better, just their email address).
3. Continue to give great information that helps your clients make better and more informed decisions, and in a way that demonstrates your market expertise.
4. Make sure that your sales process naturally instills a desire for your customers to want to buy from you, instead of you having to sell to them (see From Cold To Sold In One Conversation for details on this).
5. Split test your lead capture form to make sure your traffic conversion rates are constantly improving.
6. Split test your sales process to ensure that your lead conversion rates are constantly improving.
Here’s what it boils down to: if you are going to have a business online, then what you need is three things, and only three things. I don’t care what kind of business you want to do, every business works from the exact same three things.
1. Traffic. Even if you have a store, you need foot traffic. If you want to have a business online, then you need web traffic. Traffic is the lifeblood of every business.
2. Leads. Somehow or another, someone that comes to your site will need to be converted to a lead before they can be a customer. This is true even if you want to run a blog with AdSense on it. You need to get that traffic to want to click on one of the ads. Even in an AdSense site, someone can become a lead simply by visiting the site and realizing they found one of your AdSense links that might be appropriate for their needs.
3. Sales. Once you have traffic and they’ve become a lead, you need to turn them into a customer. Done correctly, you are attracting the correct traffic, and using your lead process as much as a filter for the kinds of customers you don’t want, as for attracting the people you do want.
Once again, this process holds true no matter what kind of site or business you are running. Obtain traffic, turn that traffic into a lead, then convert that lead into a sale.
The reason this is so important is that it means you can break your business down and work on improvements on each of the pieces.
1. Getting Traffic
If you want traffic, traffic that will be naturally inclined to become a lead and then become a customer, then the above graphic explains how to do that.
You start by creating great content and posting it to your blog, to YouTube, and to Google+.
Once that’s done, use the social bookmarking services (the arrows) to link into the content that you created. This will help with search engine placement, and getting traffic to that source.
Great content will also draw traffic from each of the arrows shown in the graphic above.
The other piece of the “getting traffic” puzzle is to make sure that whenever possible, you engage in conversations that are happening online around your market and around your interests. That’s pretty easy to do on places like Facebook and Google+, so you absolutely want to make sure you make that a part of your routine as well.
Notice that I’m not talking about PPC, or advertising, or anything else. The only money that gets spent is on content creation and distribution, and that’s it. Despite the massively reduced marketing expenditures, this method will likely lead to far greater amounts of traffic than what you could possibly get trying to buy people.
Not only that, but at the end of the day, a visitor that you buy just plain and simply can not be as good as a visitor that comes to you because of your great content. Think about that for a moment, and the sheer obviousness of that statement becomes apparent.
Therefore, if a visitor that comes to you because you are creating great content is more valuable than a visitor that you buy to be on your site, and content creation and distribution is far less expensive, why not create great content?
2. Turning Traffic Into Leads
There is simply no better way to go about this than what I discussed earlier in the article, and that’s by making sure that people can request additional information.
Now when I say “request additional information” I absolutely am not talking about some lame, lame additional information on your products. When I say that, I am talking about additional information of extreme value to your market. It should be something so good that people truly want the information that you can give them.
Make sure that the form to request that information is easy to find and requires nothing more than giving an email address and clicking a single button.
Now that you’ve done that, give them even more great information … and then some more.
This person is now a great lead because you’ve proven that you can help, and you’ve proven that you know what you’re talking about. You’ve become an expert.
3. Turning Leads Into Customers
I have to tell you that this one is a little interesting. You might want to think that this piece is going to be about how to sell. The truth is that I don’t want to have to “sell” to people, and what I’d like to do is show you how you can stop “selling” and instead allow people to buy from you. Instead of having to convince people they should use you, why not set it up so that you can accept those clients you want and turn away those that you don’t? While I’ve written an article about How To Create The Psychological Desire To Buy From You, I don’t want to have to “sell” anyone on the need for my services.
Instead, when someone does know that they want what I can provide, it’s much better if they just seek me out. It’s better that way because my potential client isn’t being “convinced” of anything. They know what they want and need, and because of the traffic generation process and lead process that I’ve laid out in this article, they know I’m the person to provide what they want.
There’s no selling or convincing. They don’t have to worry about some idiotic hard pressure tactics. Now ask yourself, doesn’t that sound like a much better way of doing things?
That’s what makes the traffic and lead process that I described above so great. You don’t have to mess around with high pressure sales tactics. People that become a lead will likely either realize that they don’t actually need what you sell (in which case you didn’t want them as a customer anyway) or they’ll realize they do need it, in which case you’ll be the first person they turn to.
Let me be clear about something here. Almost no one does things like this, because it requires actual work to create great content, and to continually create great content.
I don’t care what market you’re in, great content, continually created over time, bubbles to the surface and wins because most people don’t want to do it.
This method is for the over-achiever, the person that wants wild success in even the worst of market conditions.
For more of my work, please check out http://www.mattgoffrey.blogspot.com/.