We’re not meeting our online goals… What now?
Launching a new web business is a really exciting experience. But what happens when months pass and nothing sells? What do you do? It’s never an easy situation to be in.
An online marketing sales process (at a high level) looks a lot like a traditional “sales funnel.” A large number of people visit your website but only a small percentage will ever filter down to the bottom, producing a conversion or sale — generally speaking, most marketers would consider a 1-3% conversion rate on a website very successful. That number will likely vary depending on industry, price points, competition and other factors.
So if your website is failing there are immediately two likely culprits: you either A) don’t have enough visitors to fill your funnel at the top, or B) not enough are making it through the funnel and converting to a lead or sale.
So what now?
If you fall into camp A, focus on traffic. Invest time/effort/money into online marketing initiatives like search engine optimization, blogging, PR, social media and online advertising. Build your traffic to the point that a reasonable conversion rate (something in the ballpark of 1%) will yield you the sales you need.
If you fall into camp B, consider changing your message and your offers, revisit your pricing strategy, tweak your design, consider split testing different landing pages, consider an online chat program and try to find a winning combination.
Have I grossly oversimplified a deeply complex business problem? Maybe. But knowing which side of the funnel to focus on is definitely the first step to getting your website back on track.