Mistakes Killing Your Sales Conversions
Every time someone connects with you, there is a chance for you to increase your sales and turn someone into a sales qualified lead. However, we are all making small mistakes that ruin our chances at sales conversions. What you need to understand is that attracting traffic is one thing, but turning that traffic into sales is quite different. You can throw everything you want at your website, social media postings, or even in-person meetings, but those small mistakes can really bog you down when it comes to ROI.
Most of the problem comes when you are driving high amounts of traffic to a website, but you don’t have something that actually pushes sales. Examine your conversion rate, and you might start to notice some problems that you need to fix. Often, the mistakes are easy to fix, but we just don’t notice them right away.
Here are some of the most common culprits of low sales conversions:
Your Checkout Process Isn’t Intuitive And Clear
If you sell products directly on your website, you have to look at your checkout process and answer the following queries:
- Is the shipping policy clear to someone who has never used my company before now?
- Is the price/offer consistent throughout the entire experience – from in the shopping cart to the product description to the checkout?
- Does check out require an account to be set up before making a purchase?
- Are there too many steps between putting something in the cart and actually purchasing?
- Do I have enough payment options available?
Sometimes, the problem is just that there are too many steps and people either get distracted from the task at hand. There are many things going on at the same time on someone’s computer screen, so you want them to be able to get through and make a purchase in the shortest possible amount of time.
Your Content Isn’t Designed To Convert
Remember that all of the pages on your website need to convert, whether it is the About Us page, the blog, a random landing page, or a Contact Us page. In B2B sales, many people will utilize the About Us page to learn more about the company, its mission, and its history – but people often fail to put a call to action on that page. Do not force your visitor to go to another page for that CTA – lead your prospects right where you want them to go.
At the same time, the content on every page needs to be designed to convert. Learn about who your targeted clients are and write for them. Go onto any well-known company’s website and they won’t have a lot of content written. That is because we already know almost all there is to know about them. That might not be the same for you – you need to convince people why they need your tools, products, or services. Provide content that informs and convinces your users that your business offers a unique proposition that has the most benefits, unique results, and a valuable relationship that will last for a long time.
Too Much Information on Your Lead Generation Pages
Another thing that goes right back to knowing your prospects is knowing what to put on your lead generation pages. Someone that is a sales qualified lead, for example, probably doesn’t need to know the basics about your products. Make sure that you are writing for the level of the person who has the buying power. The same can be said if you use email marketing – a chef isn’t going to open an email that tells them how to use a knife, he already knows that.
Knowing who your audience is and writing for that level is absolutely the key to converting.
Ready To Make More Money?
If you are ready to have a better conversion score, the solutions are within your grasp. In addition to actually generating traffic to your website, you have to think about the effectiveness of what that traffic sees. Equip yourself with knowledge of your targeted audience, learn a bit about how to talk to them, and push yourself to keep those prospects in the front of your mind at all times, no matter what you are developing along the way.
When you work with B2B sales, you have to know who the “who” is before you can make any progress toward your goals. Having a well-defined ideal customer profile can help you to acquire and retain customers that will foster growth in your companies for years to come. To find out more about how you can even begin the process of building your ideal customer profile or to continue refining what you already have, contact MRP today.