Truth is more traffic may not equal more sales. You’ve got good traffic now but conversions (sales) are just not happening much better. So what’s the problem? Is it the digital marketing team? Maybe its because its too expensive? Maybe its the effects of the moon?
More than likely its not just one thing, its a myriad of things and that list can be long. Here are a few items you need to check off right away.
What are the market trends telling you?
As an example, I had a retail computer sales company that was wondering why their sales kept declining. They were convinced it was due to their marketing team not performing. When I checked the market trends and did some research I discovered computer sales were down GLOBALLY due to the market being saturated. In fact I found three articles that confirmed the market trends report stating two name brand computer companies had been experiencing a decline in sales as well. The saturation was also keeping new sales from existing computer users not buying again for about 10 years. Unfortunately, the company owners refused to believe the evidence presented to them. In their minds it had to be the marketing. The owners arrogant attitude and refusal to even consider the evidence presented to them will eventually kill their business whether they wish to believe it or not.
Another client I had in the early years of the web was a man who couldn’t figure out why his product wouldn’t sell. When I found out what the product was, I had all I could do not to laugh. He was selling rocks that he painted to look like a strawberry. Needless to say, I don’t think there will ever be much of a demand for strawberry rocks.
What is the length of time people are visiting your site?
This is a crucial item to consider. Are people coming to your site and leaving in less than 5 seconds? If so there is something dreadfully wrong with your site’s communication to your visitors. It could be as simple as the site is just plain ugly and unattractive. Or it could be its old and outdated causing your visitors to believe you’re business is out of date and out of touch with current technologies.Another possibility is your site has too much information and its overloading the visitor.Or it could be you have a web design that doesn’t have anything to do with what your trying to sell. As an example a law firm had hired a slick high end design firm from NY City. These guys were supposed to be cutting edge and highly recommended. They designed the law firms home page with a white background. It had a thin stemmed floor lamp and a bright orange couch and the name of the firm. Yep, that’s right….nothing that even said LAW on it. It was one of the stupidest sites I’ve ever seen. For the life of me I can’t imaging what an orange couch has to do with a law firm.So the point is this, you need to analyze your site to figure out if people hate it. Using focus groups can help tremendously.
Do you have buttons or some other redirect telling customers to not buy from you?
I had a computer retailer client who constantly complained about his site’s inability to convert sales on it. They would have visitors, they stayed a fair amount of time but would leave without making a sale. When I investigated the site I discovered there was a button on the landing page telling customers if they would rather purchase the item on Amazon to click there. My immediate reaction was this company was run by idiots; not because customers were going to their Amazon sales pages but rather that the issue was as plain as the nose on their faces. Sometimes they just need to open a can of common sense.
What are the reviews saying about your company?
Bad reviews can kill a company. Some bad reviews are not warranted and are a result of customers expecting the impossible. On the other hand, some bad reviews are earned, like taking used parts and putting them into new units and selling them as new. Those kind of companies deserve their bad reviews.
But what do you do when that’s not the case. When a company tries to do right by its customers but just ends up getting some bad apples out to make your life miserable? First off, contact the disgruntled customer and find out what the issues are. Ask them what can be done to remedy the issues. Doing right by the customer, even if the issue is somewhat questionable, 99% of the time works to your favor. Disgruntled customers in today’s environment can leave bad reviews all over the place and can cost you a lot of money. I know this may seem somewhat obvious but you’d be surprised by the number of businesses whose philosophy is to stick it to people who complain. This is a sure sign of a business owner with a narcissistic personality disorder.
When all else fails you need to consider hiring someone to perform Reputation Management to help. They can’t make the bad reviews disappear but they can push them down far enough the pipeline so as not to cause your company any more harm