It’s the eternal question, “How can I increase sales from my web site?” My response is always the same, “Are you getting traffic?” It’s kind of like a flow chart. If they say no, then it’s a matter of promoting the site to bring people in. If they say yes, then it’s a matter of sales conversion.
Sales conversion refers to the number of sales you make relative to the number of people who visit your site. If 100 people visit and 10 buy, you have a 10% sales conversion rate, which is pretty good for the internet. It’s much more common for people to make one sale or less for every hundred visitors. Why?
My theory, and I’ve been saying it for years, is that most of today’s online business people have never thought about marketing or selling before they decided to have a web site. Most people are really good at what they do, whatever it is, but it’s generally not marketing. So, when they decide to start selling their product or service, their expertise does not help them to present their offer in the best possible way. It makes perfect sense, when you think about it, and my experience only reinforces this belief. I think this is why you hear about so many .com failures, most business owners and services providers don’t have any background in marketing!
What can you do about it? The first thing to do is to check your web site statistics. This should give you a comprehensive view of what people are doing on your site. Are they clicking away from the landing page, or are they looking at other pages? Are people making it to the Buy page? What pages are the most popular? All of this information is valuable:
- If people are clicking away from the main page, then that copy needs work. You’ve either got to compel their interest more , explain the benefits better or give more clear instructions about what you want people to do from there.
- If people are making it to the Buy page, but not buying, you need to look at the copy on that page to be sure it is clear and compelling. It would also be a good idea to check that the Buy button is working properly.
- If the most popular pages do not tie into your sales process, then that needs to be changed. For example, if your most popular page is an information piece, be sure to include links to related products, or at the very least, an email capture element so visitors can subscribe for more of the same. This way you can stay in touch with them and periodically remind them of your offer.
No matter how much traffic you get, if your site doesn’t sell, you will never make money with it. If you’re not having any luck and don’t know what to do to fix it, get some help. This stuff is like a jigsaw puzzle to me, I know what pieces are necessary and I can help you fit them together so they work. This is one of our best and most rewarding services because it almost always pays for itself in a very short time.
About the Author – Cathy Wagner, owner of ONE STOP Internet Business Services, is a writer/author, webmaster, and online business consultant. Her articles and business advice have been published all over the Internet. She personally helps a wide variety of online business people sell their products and services more effectively and she’s earned an excellent reputation as an honest and knowledgeable expert in her field who is truly committed to helping others.
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