There are a number of warning signs that your sales funnel isn’t working for you. The most obvious is that the visitors to your sales landing pages are not taking the actions that you desire.
There are two actions by your customers that should be driven by your sales funnels, and these are the metrics you should measure.
- Subscribing to your newsletter, or email marketing list
- Making a purchase
Let’s look at each of those options a little closer.
Subscribing to Your List
If you are not getting subscribers, your opt-in isn’t exciting enough. Almost every website has a free newsletter these days. You need something with more “buzz”. Brainstorm the kinds of things that the ideal customer in your industry is most interested in.
Narrow it down to about four or five hot topics. Choose one to start with and begin to craft content that will be so valuable, your site visitors won’t want to pass it up. The content could be a:
- Free report
Or any other useful item they would be willing to give you their email address in exchange for. There a few more opt-in offer ideas here.
Once they are on your email marketing list, you will be able to build a relationship with them over a period of time. Even more importantly, you will be able to lead them to a range of sales funnels you will be creating.
Your email funnel will lead to your paid product funnels. Check the following metrics:
- Subscribes per day
- Unsubscribes after each email you send out
- Opens of each email
- Click on each email
- Actions completed, such as a sale, survey filled out, visit to a certain URL
And so on. Make sure every email you send out has a clear call to action, such as “Buy Now” “Click This” “Comment Here”. If you don’t guide your readers on what to do next, they won’t do it.
Buying Your Products
The most obvious sign that your sales funnel is not working is a lack of completed sales. Sales should come from visitors to your site, social media promotion, and email marketing.
Check your traffic logs. If you see a lot of people on your page, but no sales, something might be wrong with your functionality. Walk through the funnel yourself to test each part to make sure it is working properly. Use a credit card for your sample transaction. You can refund yourself later.
If everything is working correctly, and you are still not getting sales, check to make sure you have all the elements of a good sales landing page:
- Interesting headline
- A list of the features and benefits of the product
- Reviews and testimonials
- Objections addressed
- What to do next
If you fix or add all of these things and you still get no sales, try the tracking tools supplied by Sumo.com. Heat maps will show you where people go on your sales landing page, and even if they reach the buy button… If they click the Call to Action button but don’t complete the purchase, consider what might be stopping them from going through the entire funnel.
Try creating two different versions of the same sales funnel, A and B. This is also known as A/B testing. Try to improve your headline first. Check the sales per funnel over the course of, say, ten visitors to start with. If you get sales with B and not A, B is the winner. Test each step as you go along and work out what the reader wants and you’ll have a highly-converting sales funnel very quickly!
P.S If you’d like tools that will help you test headlines, and split testing for your WordPress website. I highly recommend the Thrive Suite of Plugins. These are designed with marketing success in mind.