Are Website Conversion Bottlenecks holding you back from peak performance?
In my previous post, I wrote about the of the “theory of constraints”.
It has to do with the things (big things, small things, any thing) that keep normal people like you and me from getting what we want… achieving our goals… and succeeding in business.
The idea is identify the bottlenecks in a process, in your conversion marketing process, with intention of removing them, so you can achieve breakthrough results.
Here are the top 10 website conversion bottlenecks we see most often (and what you can do to fix them)
BOTTLENECK #1. You’re not tracking results. STAGE: ALL
You’ve heard the saying: “I know half my advertising budget is wasted, I just don’t know which half.”
The fact is, this is the worst bottleneck of all, because you can’t improve what you don’t measure. The rule should be: “If you can’t measure it, don’t do it.” It’s important to understand what’s working, what’s not working. Kaizen is the Japanese word for continual improvement. There is no finish line when it comes to getting better sales and marketing results. Plan to win. Plan to learn as you fail.
ACTION STEP: Start tracking results for your top three marketing goals (for example: (1) subscribers (2) prospects, and (3) buyers.
BOTTLENECK #2. You are unclear on who you’re targeting in your marketing campaigns. STAGE: ATTRACT
[pullquote align=”full” cite=”” link=”David Meerman Scott” color=”#16989D” class=”” size=”24″]”Basing your work on buyer personas prevents you from sitting on your butt in your comfortable office just making stuff up, which is the cause of most ineffective marketing”.[/pullquote]
Ready, fire, aim… Do you ever wonder why these campaigns fail? It’s important to create a buyer persona who represents your best customer. What’s their title? What industry do they work in? Is geography important? What key phrases describe your them? What are their pain points — what keeps them up at night? What publications do they read? Who are the top social media influencers in their industry? The more specific you are, the better chances you have to create messages that truly resonate.
ACTION STEP: Create a buyer persona for each core campaign.
BOTTLENECK #3. You’re unclear about how your customer buys from you. STAGE: ATTRACT
If you don’t know where you’re going, any road will take you there. If you don’t like being accountable, this is great, because there’s no way to be right or wrong. You’re free to do whatever you want. However if you want to understand why your customers do business with you, a customer journey map is an incredibly useful tool to understand and improve your customer experience. The customer journey map documents your customer’s buying experience from their eyes not yours, and helps you manage those “moments of truth” that make them choose you over the competition, because you relate better to them and them to you.
ACTION: Create a customer roadmap.
BOTTLENECK #4. Lame content, no “Lead Bait, Magnet, Etc.” STAGE: ATTRACT
If you don’t have any good content, or you create and distribute content no one likes or worse, content that makes you look bad, then you have one of the most common challenges we see. Think about this for a minute… What does it take for you to give away your cell phone number or your primary email address these days? A lot. That’s because we don’t want more junk or useless, untimely, irrelevent information or “content.” Your “Lead Bait” or “Magnet” as it’s sometimes called is what you use to engage and convert your interested prospects into an engaged prospects. Attract. Click. Convert with great, “Lead Bait.”
ACTION: Lose the weak content and test better copy and design, titles, etc.
BOTTLENECK #5. Your website leaks opportunities STAGE: PERMISSION
If you own a store, you want traffic in the store, not just people walking by pressing their noses against the window. Same with your website. You want qualified traffic to find your website, and you want people who will engage with you. Maybe you want a phone call. Or maybe you offer a free guide or white paper that addresses their 3,7 or 10 biggest problems
It’s all about great content now. Good content doesn’t cut it anymore. You need great content to attract the clicks, calls, and conversions that really impact your bottom line. Short click path. Win permission. Convert with great content.
BOTTLENECK #6. Your social presence leaves from for improvement STAGE: ATTRACT
One of the biggest issues for most businesses is generating leads. A ton of this relates to your social media content and you show up for business. If you look at the very top of your marketing funnel and assess your social media content, what do you see? Is it good, bad, or ugly?
In order to attract the attention of your ideal prospects you have to offer timely, relevant information that is found on social networks, blogs, guest blogs, industry publications, conferences, exhibitions and more. It’s about impressions. The more eyeballs you get your message in front of the more clicks you’ll attract.
The bottom line is this. If what you read online isn’t timely or relevant, you’re gone in 14 seconds or less. So are your prospects unless they see something useful that captures their attention. Curate great content. and share it with your ideal prospects.
BOTTLENECK #7. Your copy platform is all wrong STAGE: ATTRACT
You need content that get’s people to act. This means we mostly move away from pain, not towards pleasure. That’s why the market for pain is bigger than for say, vitamins.
Talk to your prospect about their pain. Tell them how you’re going to solve their problem and get them what they want. 80% of the planet moves away from pain. That’s what you want to market to, not the pleasure.
ACTION: Understand the psychology of your buyer and market to the emotion.
BOTTLENECK #8. Your offers are weak. STAGE: ATTRACT
Content is one thing. But not even the greatest content will convert a weak or a lousy offer. “Best Burger In Town” or “Doing It Since 1812” or whatever are classic examples of really weak offers. I mean, really, who cares, right?
Great content is your marketing, “Gold” when combined with powerful, compelling offers. This requires planning, testing, and adapting various offers to see what works best. Data can be your best friend here. Think of an online retailer who could easily figure out that 82% of their buyers are leaving the cart because of one simple “thing” you or your team could fix.
Content combined with offers that sell better is the currency that gets you clicks, calls and customers. Take a series of blog posts and convert them into a book. Take the book and make a Mastermind Program around your thought leadership. Multipurposed content get’s you better ROI.
ACTION: Create more compelling offers.
BOTTLENECK #9. Not open to new ideas. STAGE: ALL
When it comes to success in content and digital marketing targeting real sales results you must be open to new ideas. This means you are willing to explore new ways to understand your prospects and customers. You take the advice of people you pay to help you achieve your goals. You test everything so you can evaluate, learn, and adapt your marketing and communications to improve the conversion results all the time. No finish line.
Conversion pros are always trying to beat their best marketing and sales convertion result. This means the budget for the worst converting result gets killed and moved into beating the best peforming campaigns. Be open to new ideas.Test or die. Not really. Just lose a ton of money.
ACTION: Read one new book, engage someone to give you a second opinion on your marketing campaigns.
BOTTLENECK #10. Marketing is an event, not a process. STAGE: CONVERT
None of us learned to ride a bicycle in a seminar. We learned over time by practicing. The same is true for marketing, selling, managing and leading. We don’t know what we don’t know. Until we know.
What you need to know is effective marketing that focuses on specific conversion goals, ROI, action planning and team accountabilities can only be addressed over reasonable periods of time. As no single ad, sales call, tradeshow or direct mail piece will get you the results you want over time, the same is so with the process of communication, reviewing results and planning next action steps. It’s fluid. Process driven. Goal oriented. People agree to do their part and they do it well, on time.
ACTION: Consider scheduling a one, hour weekly, combined sales and marketing team meeting focusing on improving the conversion results for the core campaign or campaigns critical to your success.