Every business owner / CEO knows that staying in business means generating revenue. And in this Internet-driven economy, that spells “conversion.”
Monetate's Infographic on Chief Conversion Officer
It’s not enough to get found on the Web. Having boatloads of traffic is great — but only if it’s the “right” traffic that leads to a sale. If you sell dog food and post a funny dog trick YouTube video that boosts your traffic, great. But if the people visiting your site are merely looking to be entertained by more funny dog tricks but don’t own dogs and don’t buy dog food, then all that effort went for naught. Unless you’ve got something to sell them that’s relevant to what they crave—such as DVD movies like Beethoven, K-9, 101 Dalmatians, Air Buddies and the like.
So who in your company is responsible for making sure that the traffic you get to your website converts into sales? Who’s obsessed with conversion? Do you even track conversions? (If so, good for you!) Or know what your conversion rate is? (I’m even more impressed if you do.) If not, maybe you should take a look at Monetate’s infographic.
Based on a report by E-Consultantcy, it shows that when companies follow a systematic approach to convert website visitors, they’re twice as likely to have a large increase in sales.
Converting leads requires an integrated Inbound Marketing system that:
- Is based on your key buyer personas (most firms have multiple personas).The more detailed and clearer a picture you “draw” of your personas, the more you will create products, services and content that will attract your ideal buyer.
- Designing and automating your sales funnel to match your buyer personas’ habits and preferences. A well-designed funnel will pull her through the middle of the sales funnel by continuing to satisfy her information needs. So converting her into a customer happens in the timing and sequence she wants and expects. Doing this successfully takes constantly creating compelling, fresh, relevant content, based on search marketing, aided by social marketing and strategic email marketing.
- Testing, testing and more testing. This requires, from the very beginning: defining criteria, benchmarking, tracking and measuring results and then on-going tweaking to improve conversion yields. Companies that do this purposefully experience significantly higher conversion rates.
All of which leads into who’s obsessed and responsible for conversion at your company? You don’t need people pointing fingers back and forth. Someone needs to step up, own it and have the authority to fix whatever’s not working good enough. If that isn’t you as the business owner / CEO, then put someone in charge, agree on the outcomes, support him to make the changes that are needed and stay out of his way unless he gets off track.
Do this and you’ll join the elite few who have enjoyed a significant increase in sales.
And if you need someone to help you develop your strategies or create smart content that helps convert your leads into customers, we’re ready to help.
Happy converting!
