Brands that struggle to grow online revenue spend their money out of order and in the wrong categories.
They work hard to grab your attention. To get you on their site. To get your email address. To grow their social following. And, ultimately, to sell you something. It’s surprising they wonder why their conversion rate is so low.
It’s because they are not asking questions that are not about themselves. They see the path to online revenue growth as simple:
- Drive traffic
- Convert traffic
- Grow contact list
This is very common in the world of ecommerce and lead generation, and it makes sense. In most companies, an employee won’t be criticized for spreading the brand story far and wide. It worked in the analog past, is a safe play, and probably won’t jeopardize anyone’s career. It’s also not going to grow revenues.
Management doesn’t know that, so they come up with ridiculously out of touch metric targets like total pageviews or time on site to judge the success of a marketing campaign. They get stuck staring at a low conversion rate when they should be considering what can be done to help customers to cross the check-out line.
Still, we can’t blame them. You can’t read the label from inside the jar, and that’s why it’s helpful to have a fresh outside perspective to shake things up a bit.
If you want to take your conversion rate higher, stop thinking of it as “converting people” and start thinking of it as “helping people”.
From this perspective, the three keys to growing online revenues are:
- Support your current customers
- Help people find what they’re looking for
- Drive tons of relevant traffic to your site
Notice the order above. By supporting customers first, the brand is served.
But most brands have their budgets and their staff work on growing revenues in inefficient way that is the inverse of the order above:
- Drive tons of traffic to the site (and try to capture an email address!)
- Tell everyone all about the latest brand campaign
- Create landing pages and social media campaigns to drive more traffic to the site
If you want to get a strong ROI on your marketing spend, think in terms of service and support, not traffic and conversion.
Make it easy to be a customer. Make it really easy to become a customer. And make sure your site delivers on the brand promises your marketing is making.Make it easy to be a customer. Make it really easy to become a customer. Click To Tweet
Support, help, then drive traffic. Any other order is a waste of money and (potential) customer time. If you save your customers time, you’ll earn their money.