Lately we’ve been working on something to help improve and streamline our sales funnel here at
Measure Marketing, and it’s really gotten me to thinking about how to keep an eye on this essential part of your business.You simply can’t ignore your funnel. At the end of the day, it’s what will keep you, your company, and the employees that rely on you, afloat. It’s your job to spot those leaks before they sink you. The best way to do so is to examine your funnel step by step, and to know what a leak looks like at each step. But first, how do you identify a leak?
I won’t go too far into detail about analytics, because we’ve actually already got a blog out about
why you should consider using Google Analytics. But I will say this, this tool specifically has a sales funnel function that you can play with and customize to the steps in your funnel. Once you get it set up properly, you can see any problems popping up in real-time in every step of your process.
When you find the issues, what do you do for each step?
You’ve gotten someone to your page. They know you exist. Good! But if you’ve got a leak at this stage, they come to your page and don’t convert. Or worse, they bounce and hurt your page’s rankings. Some good ways to fix this issue are:
The customer has converted in some way and they’re willing to consider you. You know that you solve a pain point for them. You’ve clearly demonstrated your value. Despite all this, for some reason they keep disappearing seemingly into thin air while you’re trying to onboard them. If you’re leaky here, you might:
Your prospect has continued to stay engaged throughout the time they’ve spent with whatever trial or preliminary offer you have for them. But you find that after this point, you keep losing them. Your attempts to contact them go ignored. You’ve been ghosted. But why?
Getting people to your page is just the first step in their journey to becoming your customer. And it is so important that you remember that it’s a series of steps, not just one big leap, that brings them to be your customer.
Another way to look at this process is as a bridge of sorts.
Each step of the process is a piece of that bridge, and if any part has a hole in it, the lead can’t get to the other side and become a customer. They fall through the cracks.
Analytics are the engineers that make sure the bridge stays healthy and helps identify problems as they arise.
You and your team are the construction crew that fix those problems.
Go out there, put on your hard hats, and get that “bridge” fixed so your leads can cross the gap and become happy customers!