At this point, you have developed your platform. You have a niche. You set up your website. Your social media platforms of choice are up and running, but for some reason you are not making many sales. What could be wrong? We have put together a self-diagnostic test to help you determine where you may be lacking in your sales funnel. From initial inquiry via email or website view to the check-out cart, we got you covered! A sales funnel looks different for each business, but there a few common themes no matter what you offer.
We have three general points at which you could be experiencing a fall out in between what your customer needs and what your business provides. These three points are from social media to website or vice versa when a customer is doing initial research, on your product/ services page, and when using contact features such as built in web page forms and direct messaging on social networks.
Finding new customers is great! Whether they discover your business on social media or via a Google search. Many entrepreneurs make the mistake of trying to brand themselves without the help of a professional. This mistake can be costing you sales. Brand confusion is when a customer experiences a disconnect in between the platforms used to represent your business. For example, if your social media page predominantly uses the colors red and black and your website predominantly uses the colors green and yellow. A customer may not consciously notice some changes, the big picture is confusing. It is difficult for a consumer to get to know a business when that business’s brand is inconsistent. The same example can apply to word usage, logos, tone, and more! There are a lot of details to take into account when branding your platforms and the decisions must be cohesive.
Brand confusion from a social media site to a website and vice versa can make a customer change their mind about purchasing because they feel uncomfortable about who you are as a company. Do not make this mistake! If you are unsure if this is what is effecting your sales you can easily consult a brand stylist and even hire them on retainer to ensure the content you create continuously create is consistent with your brand.
Once your customer has checked out your social media, read a guest post or has searched and landed on your webpage, the next place they are headed is your products section. Once a consumer has decided they like your brand and know who you are they want to know what exactly you can offer them. Product pages are one of the last steps in the sales funnel. The information on your product or service pages needs to be clear, concise and true to your brand. A good way to test the value of your product page is to have a friend or family member read through the page and explain back to you exactly what it is that the product or service is offering. If this person can regurgitate exactly what you see the product as then your page is consumer ready.
Many times, as the authors of our product pages we type descriptions assuming the consumer knows everything we do about what we offer and we may use vernacular that is unfamiliar or neglect to add in important key points and benefits. Missing details and overall confusion can cause customers to purchase from an alternative on a competitor’s page because their descriptions are easier to understand. You may also lose customers at this point in your sales funnel due to lack of product. Make sure that everything you say you offer on your social media, email subscription letters, and in person matches with your available products.
Questions! Questions! Customers asking questions is normal. You want customers to ask is normal. You want customers to ask questions, because this means they are interested in what you offer. The “contact us” page on your website may be the most important. Your page needs to have only the information you immediately need from the client. There’s nothing worse than going to a contact page and having to fill in 10 pieces of information about yourself just to get your question answered. Keep it concise. If your responses to the consumer’s questions are sufficient then eventually you will have all of the information you need. Most concise contact pages ask for first name and email address as a basis.
You can include additional fill in’s if you would like. Another facet of the contact page or inbox with social media is the response time. A business should be responding to its consumers within 24-48 hours. The sooner the response the better. Engaging with your audience is important and that’s why factors like blogging and social media tend to drive the most traffic. Keep close eyes on your inbox and be there when your customers need you the most, so that when they are ready to purchase they do not hesitate to do so!sufficient then eventually you will have all of the information you need.
Most concise contact pages ask for first name and email address as a basis. You can include additional fill in’s if you would like. Another facet of the contact page or inbox with social media is the response time. A business should be responding to its consumers within 24-48 hours. The sooner the response the better. Engaging with your audience is important and that’s why factors like blogging and social media tend to drive the most traffic. Keep close eyes on your inbox and be there when your customers need you the most, so that when they are ready to purchase they do not hesitate to do so!
These three key points in your sales funnel can mean the difference in between a sale and a bad review without even having received your product. Take special care of your sales funnel. The more you refine the way you do business, the more sales you will have and the easier the sales process will be for both you and your customers. Work on finding kinks in your sales funnel by involving your friends and family. Their eyes will tell you what people looking from the outside in see and help you develop consistent branding, great product pages and always be there for your customers. Happy selling!