July 27, 2020

What to do if your leads don’t convert

What to do if your leads don’t convert

So this is someone saying, hey man, I'm getting leads, but they're not converting. All right, and so that's the statement. The actual statement is I could get leads with my clients, need help converting them. Uh dude, join the club...


So this is someone saying, hey man, I'm getting leads, but they're not converting. All right, and so that's the statement. The actual statement is I could get leads with my clients, need help converting them. Uh Dude, join the club. And so we frame that as a question, it would be like, Hey, how do I convert the traffic that I'm getting to my website? Right. I'll tell you something. About like driving traffic and doin' ads and stuff. Man, anybody can drive traffic to a website. It's not really that hard. You know, you put up an ad, if you don't know what you're doing, you put up an ad and you would say, okay, Facebook send me traffic and you would click the traffic objective button on that ad and you'll end up getting a zillion visitors and they don't buy anything. But even if you set the ad up, right and it's great content and it's awesome. If your post-click universe is broken, then everything is host up. 

All right. So I've given this a lot of thought and how to explain it and then how to keep it straight in my own mind because the three remaining functional brain cells I have left are easily overwhelmed. And I want you to think about the internet as divided into universes as it relates to your business. All right. And I promise I'm not getting all weird on you here. This is going somewhere. Okay. So you have two segments of the internet universe. The first half is before the line. Alright. The second half we'll call after the line. Okay. So before the line is everything somebody sees before they click and go into your sales process, right? After the line is everything they see after they click and go into your sales process and you would call it before the click and after the click. But really like you got some sort of situation where your business might not involve actually driving people to a web. Like I got a client with a furniture store and his is like, call us and we'll FaceTime you right in the middle of the quarantine. We'll FaceTime each other and I'll show you that furniture on FaceTime. And if you want it come get it or we'll bring it to you, but you don't have to come into the store. There's no real website involved in that. So it's, before the line does everything, they see leading up to them, going into your sales process where it's a click or whatever. And then after the line is all the stuff that happens after they get there. All right. So if we accept that to be true, then we can start doing diagnosis-ism. It's a medical term. I learned at the, in this whale and mail order school of veterinary medicine. I got a C minus. Um, none of that is true. 

Okay. So most of the problems, and I saw this running a big agency, dealing with a gazillion clients. Most of the problem is after the line stuff that happens after they click. All right. So if you've got a situation, where are you getting traffic and that ain't working, first thing you have to do is you got to realize you can move your, I have to lean forward so much. All right, I'm going to adjust this thing. Maybe what's that connection available. Okay. Don't move. Alright. So the first thing you gotta realize is that your business has multiple little pieces, so a funnel or a sales process or whatever you need to think of it as an engine, that's got a lot of different gears. Okay. So if you go ahead from A to Z from ad to order confirmation, a typical internet marketing sales process looks like this. Somebody sees an ad. They click on the ad, they go to the web page. They opt in. Now they're in an email sequence. They open the email, they click to go to the sales page. They click to enter the order system, you know, like step one of the order form. And then they order. So you got seven pieces there. Alright. I'm just going to throw it up. Gang signs, seven pieces. So if the thing, if the whole thing's not working, usually that's not really the case. It's usually everything's not broken. One of those pieces are. So if we go back to that question, which was okay, I'm getting the leads, but nobody's buying, here's what we know. We know that they're seeing the ad and they're clicking the ad and they're going to the page and they're opting in. Alright. I'm assuming that would be the case because the question is, what do I, how do I convert these leads, right? The customers. So we know all that stuff's fine. So we can immediately not mess with any of that part of the campaign. Don't mess with the ad. Don't mess with the landing page. Don't mess with nothing. Alright. So now we have to look at, so what happens after that opt in process? And typically it's going to be email sequence, driving them to a webpage, trying to get them to do something. All right. And so let's say it's an email sequence, drive them to a webpage, trying to get them to buy some shampoo. So we look at those three things then we got to look at, okay, what are the components of that? Well, the email sequence is going to have two components. It's going to have, does it get opened and does it get clicked? All right. So if it's getting opened, then we know we don't have a problem with our subject lines. If it's not getting opened, we know that we ain't using the right subject lines, therefore instead of rebuilding the entire system, change up the subject line. Right. So then you can say, all right, well, if it's getting opened and it's not getting clicked, Then we noticed the copy in the email. It's not, we're not compelling people to click and go look at the, whatever it was. We said we were trying to sell, what do we say, shampoo or something. I forgot already, long day. So let's say that, alright, they're getting opened. Folks are actually clicking on it and now we're looking at, so we know the ads work and landing page opt in forms, working fine. Email sequence is doing its job. What about the sales page? So if your sales page, if you're able to measure this, which we all should, you're going to want to look at two things, how many people are going to the sales page and then how many people are going to the checkout page and is that working? Right? So ultimately let's say when I got 10,000 people to the sales page and I got 5,000 people to click on the order page and I got two people to buy. What do you think the problem is? Chances are, it's just the order page. It's just changing the copy in the order page. Right. But if you don't take the time then, and do all of this thinking it through, you might accidentally go and convince yourself, you gotta rebuild everything. When in fact, and this example, right, your checkout page was configured wrong. The copy was bad, you know, or it was hard to navigate or whatever, then you fix that. And now you're gold. So usually, barring anything just absolutely terrible, the answer is never like I got to redo everything in the world. The answer is okay, which one of these little pieces are screwed up and then let me fix that one. And then once that thing gets fixed, everything else runs pretty good. Alright, so that's the answer to that question.