You shouldn’t spend money on advertising to new people if your current visitors aren’t converting, period. Ask yourself this question: Would you spend $100,000.00 more on advertising knowing you only have one salesperson who’s closing ratio is less than 10%?
If your answer is what I think it is then why are you spending any money on “SEO” knowing that your name is what is driving 70% + of your traffic, any money on Page One Defense when the leak is so small or one more red cent on PPC to drive traffic to your Random Access website? (That’s the salesperson with a 2% to 7% closing ratio)
Let me repeat that: "You shouldn’t spend money on advertising to new people if your current visitors aren’t converting over 15%."
Let it sink in.
In a recent post Seth Godin wrote:
“The mistake we often make: thinking that the problem is that there’s not enough people starting the process, not enough people being exposed to your offer. In fact, it’s almost always a problem with how efficient the funnel is…”
If you want more business, more leads, more sales, then get more people to convert, that’s the key.
Fix your conversion funnel first. Then, you have an efficient machine and if you want to crank up the traffic you can do so.
This just makes sense none of us would load up our advertising if our sales force wasn’t closing at a efficient rate and we didn’t have a team in place to handle the traffic. Right now you don’t have a team to convert the traffic if it’s not doing so at least 15% and really should be more. So dealers please quit buying into these traffic building schemes that turn into nothing more that turn into nothing more that more low quality traffic few more leads if any and nowhere near the sales to justify the cost.
I will be giving 2 sessions at Digital Dealer 9 in Las Vegas where we will be discussing conversion in depth and real world suggestions you can go back to your dealership with to start converting higher right away.
Wednesday October 13th Extreme Webpage Makeover Room #219 the Jamaica Room
In this session I will take websites and landing pages from the audience and give suggestions to go back and implement to start converting higher and engaging customer more. This is always a fun session but don’t come and offer up your page if you are easily offended.
Thursday October 14th Conversion Marketing Room #305 the Trinidad Room
In this session will discuss 7 deadly sins of search, email and display marketing that are killing your conversion. Many of these have been promoted as fact and best practice in our industry, we will be debunking those myths with actual user footage from a large case study by MicrositesByU.com in conjunction with UserTesting.com.
I look forward to seeing many of your there, it will be fun and educational as always.