Most people want visitors to their website to do something – most usually to contact them or buy a product.
But, you’re losing customers when …
- There’s no cool offer on your website !
- Your ad doesn’t match the landing page.
- You’re not finding out what your market wants.
- The website structure sends people all over the shop.
- There’s no follow-up system.
(1) No Offer !!!
People get to your website and you don’t offer or encourage them to leave an email address or phone you up !?!
This is a BIG mistake.
If you don’t have an offer on your site, get one up fast.
If you’ve had your business for a while, one fast start is to take a guess at what people want when they visit your site.
Here’s one of our clients who are a private school …
Parents looking for a private school for their kids wanted a prospectus.
This opt-in box to download one provides the school with a constant flow of leads.
(2) Ads and pages don’t match
Do you notice when ads on Facebook or in Google don’t really connect with the page they click through to ?
Lots of businesses send their clicks to their home page.
For example, I searched for surfboards for sale. Look at the following ad that clicks through to the Sideways Surf Outlets website.
The page I land on has an offer that doesn’t click anywhere else and gives me a choice between skateboards, surf and accessories. But if I want to buy a surfboard fast, I’ll leave and go back to Google.
A better landing page would be one that shows some of the cool surfboards for sale and offers a coupon or discount if I enter my email address to download their product-specs brochure.
Similar to offline, once you know what the person wants ( in this case to buy a surfboard ) you then need to control them though the steps to get it.
Control can be really nice – it’s not bad by default.
I have a mate who bought a property in Aukland recently. He was super happy with the way the real-estate agent took control and controlled him through every step of the way until he got exactly what he wanted.
- Keep pictures the same : different picture in the add to what they see when they get to the page can confuse people – sometimes they don’t realise they’ve got to the correct place.
- Messages should connect : the sentence and message on a page should follow on from what was said in the add or previous page. You wouldn’t continue speaking to a live person if the sentences didn’t connect !
(3) Not finding out what people want
If you’re trying to sell people something they’re not interested in, it’s pretty hard work.
Find out what they want and what they need.
If you don’t know where to start, then download this checklist that explains how.
(4) Sending people all over the shop
- Do you have icons at the top of the page that encourage people to go to Facebook, Linked In and other places ?
- Does your website navigation or menu make it hard for people to navigate around ?
Don’t do those things !
Decide where your main presence on the internet is and direct people there from everywhere else. Usually it’s the business website that becomes the hub and you should then link from directories, Facebook, LinkedIn etc to it. Not the other way around.
(5) No follow up system.
- If you’ve collected someone’s email address ( and especially if you know what they were interested in when they left it for you ) then email them some more relevant info.
- If you’re advertising with Facebook or Google, add one of their retargeting pixels to your website pages. These leave a cookie in people’s browsers so that you can have relevant ads appear elsewhere for them.
More advanced leak detection
Improving how well your website works can be done by first watching what happens when people get your website, which is what an analytics program or service can do.
Then you can test individual pages to improve their performance.
Website Visitor flows
Google Analytics is the best know one and the best I’ve used as well ( and it’s free ). It allows you to view how people move through your website and which pages they drop off from. You can highlight different pages to trace paths through the site.
It ( currently ) in Audience > User’s flow.
You find out a lot about what’s happening on an particular website page by using heatmap tracking and session recording covered in this post here.