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Why Your Conversions Suck (And How to Fix It)

February 02, 2016
Aaron Polmeer

By Today’s Industry Insider

buying-cycle

Average site conversion rates hover around 1-2%.

That means at any given time, you have another 98-99% of people just hanging out.

So… WTF are they doing?

They’re looking, searching, procrastinating, hunting, browsing, considering, analyzing, evaluating, thinking, questioning, investigating, and comparing.

Basically they’re doing a bunch of stuff — besides purchasing — that might, one day, hopefully, lead to a purchase.

Your goal, site owner, is to help move them along.

Here’s how.

Are You Treating Different People, Differently?

When a site is struggling with low conversions, one of the first red flags is segmentation.

Or rather, a lack thereof.

(I’ve always wanted to use that word in a blog post.)

Specifically, are you treating all website visitors more-or-less the same?

The classic example is when AdWords traffic is going to your homepage. Or when your entire email database is seeing the same ‘special offer’ email.

If the best forms of marketing promotion are the right message, to the right person, at the right time, your website is no different.

The problem is that every single visit or session is unique (to a point). They’re different people, with different levels of awareness, looking or searching for different things.

And when generic tactical decisions are applied to all, results suffer. Or are nonexistent.

But fear not. There is a way around this.

The key is to determine:

  • WHO is coming to your site (specifically),
  • WHY they’re coming (motivation),
  • WHAT is their intent (what are they going to do when they get there),
  • And WHERE are they going to go (the next logical step)

Here’s how to figure it out, and where you can improve.

Start Breaking Down Visitor Intent by Buying Cycle Stage

Most savvy readers are familiar with the buying cycle, or stages people go through before making a purchasing decision.

Typically your website visitors fall somewhere along the following:

  • Awareness: Although they’re beginning to recognize a related topic of interest, many times they still aren’t even aware they have a need for your product or service.
  • Consideration (or Information and Evaluation): Visitor begins to recognize a potential need for a solution, and is starting to evaluate potential solutions.
  • Decision (or Purchase): Here (and only here), is the visitor looking to actively make a decision to work with you in some capacity to solve their problem.

The trick then, is to begin segmenting visitors by determining where groups of people might fit along this path.

Then, we can use this initial knowledge to help hypothesize the rest of the answers.

Awareness

Site visitors in the ‘awareness’ stage probably make up the bulk of your site traffic (assuming you’re doing a lot of promotion and have at least a few thousand monthly visitors), making up anywhere from 40-70%

Because these people aren’t need-aware quite yet (they might not even be brand-aware at this point), pimping sales offers is useless.

Instead, they’re probably looking for some general information or education about some topic. That’s why many of them tend to come into your site through blog posts (again, assuming you’re actively promoting your site) and other unbranded pages.

For example, a visitor queries ‘san diego restaurant week’ …read more

Source:: Kiss Metrics Blog

      

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