It’s easy to lose focus. It’s even easier to forget that all things in life balance themselves out.
So it should come as no surprise that your marketing heroes of the last decade are typically good at one of two things – web traffic or conversion rate.
Very rarely is anyone good at both…but it should always be your focus.
And today, I’m going to teach you how to maintain the balance – including the diagnosing and treatment of both sides of the digital see saw that is your online business strategy.
Diagnosis via Digital Metrics
Given that it is FAR MORE LIKELY that web traffic is dominant for your business – and your conversion rate sucks – let’s start with a few tests …
What is your repeat visitor to unique visitor percentage or ratio for your website, social channels and/or mobile app? The further this strays from 50-50, it’s safe to say the more dominant you’ve become at one objective. And the worse you’ve become at its counterpart.
Too Many Uniques = Poor Call to Action Performance, lead generation offers that don’t resonate despite the audience having found you (and possibly gained interest in your content), or worst of all – you’re simply not asking for a conversion.
Too many Repeat Visitors = either your SEO and social are weak, you’ve peaked in your niche, calls to action are too hard and fast, or you’re simply not creating any new content and/or you’re not capturing any leads.
If you’re top heavy on web traffic, here’s what you need to do…
Diagnose where you’re coming up short using micro conversions –
Is it visit to lead percentage?
Check your lead generation offers, they may be perceived as useless or the same old shit they’ve seen elsewhere.
Next, make sure that you’re using forms, landing pages and every other means of list building that you can think of.
They won’t come back on free will – there’s too much web out there for your to stand a chance in that race.
Lead to close rate?
If it comes down to your close rate percentage being the weak link, wow…start asking for the sale!
If you don’t like that angle, there’s always the option of creating a content engine with revenue at every turn – in which case you might not have to ask.
But odds are…she still won’t notice it’s there. Ads are losing for a reason – people simply don’t have time to look at them or they feel their privacy is invaded by them.
So in the content to conversion scenario, you’ll need time and quality content. And patience.
Or, you can just ask for the damn conversion. When you do build the content on multiple business models, you’ll STILL need to tell her it’s there! :)