“Can you help me?” This was the question that I was asked at a recent workshop. My new friend went on to explain that he’d recently doubled the number of people visiting his website but the number of leads that he was getting had stayed the same? As we discussed his situation, I recognized the problem. You see, he was laboring under a common myth, one that I see a lot. Could this myth be hindering your results as well?
Am I in the right place?
When a person first lands on your website the biggest questions on their mind are “Is this right? Am I in the right place?” This question is typically answered in a fraction of a second. Imagine this scenario: A person is searching for something on Google. Your website shows up in the search engine results so the person clicks the link to go to your website. As soon as they come to your website they are looking for the answer to this question. “Am I in the right place?” Their answer to this question will be based on whether or not they recognize on your web page the thing they were searching for on Google.
How to find out if you have a problem?
If the person answers this all important question with a “no,” then you may have a problem on your hands. Fortunately, there is an easy way to find out if you do indeed have a problem in this area. If you’re using web analytics software, like Google Analytics the “bounce rate” represents the “no” answer to this question. If your bounce rate is too high, then you have a problem.
The myth is that increasing traffic will increase sales. This is true only if the people coming to your site answer the all-important question with a “yes” instead of a “no”. Instead of looking only at ways of increasing the number of people coming to your website, focus on making sure that you’re reaching the right audience with the right message and that what they see on your site is in alignment with what they are expecting to see.
In my new friend’s situation, his increase in traffic was due to people looking for a book. He didn’t sell the book, but did offer coaching on the same subject as the book. To capitalize on this book related traffic, the solution was to begin offering the book. Now the people coming to his site looking for the book will find it. By providing the book they are looking for, he will be able to follow up with these book customers later and inform them of his coaching programs to help further their education and growth beyond the book that they just read