From my years of being a marketing, I find many businesses focus on needing to get more leads. And I for one would never say new leads aren’t important.
But, I want to draw your attention to what often is an overlooked part of the sales funnel process.
And that simply put is all about ‘increasing your conversion rate’.
Most likely you are already using a of lead generation tactics, where you are driving people to your website. For example:
- Google Ads
- Social Media Marketing
But, possibly that’s where your focus may be ending. Focusing on the leads, and not keeping the same level of attention on conversions.
Why Such Focus on Your Conversion Rate
Simply put, you’ve already put great effort in to drive people to your website, and by just increasing your conversion rate from your existing leads by just 10%, it may make a really significant difference to your overall sales turnover.
For example, if you are running a Google Ads or Social Media campaign, don’t just focus on having more budget to get more clicks. The weakness of your campaign structure could be your landing page, and getting more and more clicks to non-performing landing page, won’t fix your core problem.
So What Can You Do to Improve Your Conversion Rate?
Sometimes it’s the small things that make all the difference.
- Is it a visually appealing landing page, with quality content, and clear distinctive on-topic headings?
- Have you included useful information about the benefits of your product or service?
- Have you provided some level of social proof e.g. client testimonials, before and after photos, product reviews?
- Have you considered what your customers ‘barriers to purchase’ could be, and have you addressed these in some way?
Tracking and Measuring Your Website Performance
One tool I find very useful for helping businesses measure their website performance, is looking at their Google Analytics stats. With the latest Google Analytics of GA4 you can quickly and easily track and measure visits to your website and key pages viewed. This alone provides useful information to know what your customers are most looking at, and from that you have a greater understanding of the information they are seeking.
3 key things for your marketing checklist
- Are you doing a conscious consideration of your main landing pages, your Home page, and any other pages you direct specific traffic to. Give them a rating out of 10, what small things could you change or include, that may make all the difference.
- Get a measure of your key website visitor statistics. Have you got Google Analytics and equally importantly GA4 set up on your website. Are you viewing your monthly stats regarding website visitor traffic, pages viewed, and other supporting stats.
- Are you effectively using social proof factors, e.g. getting client testimonials and using them well. With good use of social proof factors, it helps build trust with your prospective customers. And don’t forget the long-standing marketing mantra that “people buy from people that they know, like and trust”.
So, don’t just singularly think of getting more leads, but also bring into the mix a stronger focus of improving your lead conversions. Without considering your specific conversion factors, you may simply end up buying more empty leads, at a significant cost to your business.
You can waste a lot of money on non-performing marketing – so don’t!
At Aztera Marketing in Wellington we specialise in helping small and medium-sized businesses with improving the effectiveness of their marketing activities. We look at the total sales funnel, from lead generation tactics, through the enquiry and persuasion process, and finally the sales conversion.