Great offering …. Check
Target audience …. Check
Website …. Check
Do you have a website and you have no leads or sales coming through….. so what’s the problem with the website?
Well, the first step is to work out where the problem lies so you can focus your attention there.
It’s going to be one of these two things:
- You’re getting traffic but not converting that traffic into paying customers
- You’re not getting any traffic at all to start with.
Do you know the answer to this question?
If you’re getting traffic but you’re not converting, then the reasons for this will be one of the following.
1. You’re bringing the wrong people to your website
This means your targeting too broad an audience and they arrive on your website you don't have what they are interested in. Let's look at an example. You're targeting 'cupcakes'. Cupcakes is very broad. You will have people that are looking for cupcake recipes, they’re looking for cupcakes to purchase, they’re looking for cupcake decorating ideas.
You can see when you’re not specific about who you’re targeting, that can bring a whole lot of people through to your website that won’t want what you have to offer.
2. You are not meeting visitors expectations
If the ad or post that drove people through to your website doesn't match with what's on the landing page, people will leave straight away. Imagine if you promised an answer to their question, but all you give them is a sales pitch. It's pretty annoying right? A disappointed customer is just a click away from your website. Fulfilling the promise of what you offer at the point where they click through to your website is paramount to getting people to trust and learn more about your business.
3. The right information is missing
People arrive with questions and they can’t find the answers. This happens more frequently than you think. Before people will do business with you, they’ll have a whole lot of questions that they want to have answered. If you’re not providing the answers to these questions, then again people will just skip straight off your website.
4. Information is hard to find
Maybe you have all the information people need on your website but it’s not easy to find. An example is delivery costs. You provide all the details on delivery, but as part of the checkout process when people input their address so the correct delivery cost can be calculated.
Yet it’s frustrating that this information can’t be found without going through the checkout. A better position would be to also place this information as part of the product information as a table of delivery ranges based on location.
You don’t have to be specific just transparent and you’ve told them where they can calculate the specific cost.
5. They can’t trust you
Another reason for people to leave and not convert on your website is that they’ve arrived and they’re having trouble trusting you in the digital space.
What I mean is that they’re looking at the site and they’re not sure that if they pay money, they’re going to receive the goods. If they pay money, what happens if the product is broken or doesn’t meet their needs. All the things that they need to know… where there isn't a physical location where they can go and have a conversation if there is a problem….you need to address these things in the digital space. Likewise, if you offer a service, how do they know you are as good as you say you are?
- Tell them they can return the product to you.
- Tell them about the experiences of other people, with testimonials.
- If there is money transferring on your website make sure that all the traditional or expected signals of a trusted and secure website are visible. Third party verification around website security will help people feel comfortable about giving their credit card details over to you.
6. Awful experience with your website
Technical issues, particularly when it comes down to a mobile device will drive people away instantly.
Make sure you test your website on different devices, not just your home computer that you’re sitting at with a good internet connection. Go to a friend’s place or your parents’ place.
Look at it on different mobile devices and understand whether or not people can easily:
- Read the information on your site – that the text size actually is visible easily on a mobile device.
- Check that all of the forms and the buttons are easily displayed on a website.
- Check the speed of your website and make sure any forms or transaction on your website work. Even now we still come across many, many websites that just are almost impossible to use on a mobile device. I had this experience with a very large organisation just this weekend. I wanted to go and see a movie. I was with my mother and I could not for the life of me view session times on my mobile phone at a big cinema chain. That was lost business for them.
What about if you’re not getting traffic at all to start with?
Well, the simple question you need to ask yourself in the first instance is: what are you doing to actually be found? This whole thing around building a website and they will come is not true … they won’t come.
The internet is very crowded, there is a lot of traffic out there and unless you’re doing things to be found by your target audience, they will not find your website.
That means you need to think about and spend time really digging down into what activities your target audience do online. Are they Facebook fans or are they all over Pinterest? Are they going to search for your product on Google?
Understanding all of these things and then taking steps to have “discoverable content” in those channels is key to driving qualified traffic of the right kind of people to your website.
There are three key elements to driving traffic to your website:
- Where are your customers hanging out online? Ie what channel should you be on as a business?
- What‘s the most relevant, best content that you need to be producing and putting out there on a regular basis in order for them to discover you?
- What’s the best way to be discovered given all the channels are so crowded? The tactics such as paid promotion or particular formats like video?
Are you not sure which one of these is your problem?
There is a really easy way to work out how to find which of these fits your scenario. Your website analytics will answer all these questions and so much more.
Let’s look at how to do this in Google Analytics.
Going into Google analytics, all you need to do is:
Go to the tab on the left-hand side, that is ‘acquisition’ and click on ‘overview’.
1. In the first column – where is the traffic coming from? It gives you the total number of sessions and breaks it down into the individual channels. So not only can you see the volume of traffic coming to your website; but also, which channels are driving that traffic.
When you can see the volume of traffic coming to your website you can then start to do the calculations in your head, as to whether or not that is going to be a sufficient number of visitors to your website to actually generate an income to achieve as part of your business goals.
2. In the second column, across from where the traffic is coming from, it gives you a breakdown of what people do when they hit the website. Do they bounce off straight away, or not? It breaks that down into the individual channels, so you’re able to see immediately which channel is sending traffic to your website and which has the largest bounce rate. Then with a little detective work, you can answer questions such as whether it’s missing information or technical issues etc.
3. And then in the 3rd column it’s all about conversions. If you have set up Google analytics with your goals based on what you want them to do on your website you will be able to see if the website visit resulted in positive actions. A goal might be a shopping cart checkout or it can be a sign-up for a download of some kind.
Being able to see immediately whether or not the traffic that you’re driving through to your website is actually converting to your desired action tells you immediately where things are going wrong.
Looking at this one page in Google analytics tells you a heap and it immediately gives you points to start investigating to understand what you need to do differently to solve the problem of why you’re not getting leads and sales from online.