Force moves the sales process forward. Areas of force include accurate and timely information, a good understanding of the problem, your ability to listen and overall responsiveness. Friction slows down the sales process. Essentially, when your prospect has to jump through too many hoops or faces obstacles or inconveniences throughout the sales process, this creates friction which makes your job more difficult.
Content piece engagement rate – If you have calls to action on multiple blog posts or other onsite content pieces, you’ll want to know which are sending the most converted customers through your funnel so that you can replicate your success by upgrading/updating that piece of content, sending paid traffic to that blog post, promoting it via email, and/or creating more content pieces like that. Tracking engagement rates on each CTA will give you this information (you can easily set up Google Analytics goals in order to see which posts drive more conversions).
As you may already know, we offer a Done-For-You Sales Funnel Service for clients who want AutoGrow to custom-craft a funnel that will automate their sales or client lead generation, get them better quality prospects, and let them own a sales pipeline packed full of clients. You know that when it comes to creating funnels and implementing sales funnel strategies, we are the ones!
For example, let’s say your business has a blog and social media accounts it uses to get on a potential customer’s radar. From there, you encourage people to download an eBook in exchange for their email and drop them into an email drip that promotes an upcoming webinar. At the webinar, you sell people on your product or service, which convinces them to submit a lead form, work with your sales team and ultimately make a purchase.
This model lets your customers show the value that they have experienced to your prospects. Rather than having your sales team explain your product/service, it provides a credible third party with actual user experience to explain the value. A flywheel allows you to reduce SG&A costs, focus on the customer experience, and find better good fit customers.
Have someone examine the ratio of visitors to your page, versus how many people enter their contact information to get access to content. A high percentage means you are targeting your demographic well, and should continue to offer similar content. A low percentage means you need to invest more in adding value to the free content or service you are offering.
Your website's landing page is the first impression potential customers will instantly have of your business. Therefore, take time to make sure that it looks great. A good landing page will also encourage visitors to sign up for some sort of list, or subscribe to the website. This gives you that all-important contact information, which becomes your first line of communication.
Customers move on to Stage 5 when the sale is complete. Molly should brainstorm the kinds of information these customers will need, as well as how she’ll provide it as part of a cohesive onboarding process. Though she doesn’t need to worry about customers finding her at this stage or moving on to the next one, it’s still important to meet their needs so that they walk away feeling good about their purchase decisions!
There are a number of different tools on the market today to help you track these and other metrics, though for most businesses Google Analytics represents the most comprehensive, easy-to-implement solution. Since it’s free, use the service’s funnel-tracking tools until you determine that you need something more advanced and then move on to another sales analytics program or a complete marketing automation program.
As a side note, while getting negative feedback rarely feels good, I want to encourage you to view feedback the way I do: as a priceless opportunity to improve and grow your business. Complaints and criticisms give you important signals that you need to make changes or else risk losing business from frustrated customers. Read this article to learn more: What Should You Do When People Complain About Your Product or Service?
Use website links that have embedded web analytic codes. You can do this through your website provider or with a free Google Analytics account. Make sure each strategy uses a different link, so you can track your most successful lead gathering strategies. Most web analytics programs will automatically mark down leads that come from major search engines.
To better understand the concept of a sales funnel and just how you can implement it in your own business, let's look at the following image from Shutterstock. On the left side of the image, you see a magnet. That magnet is attracting customers, which happens a number of ways. From blogging to social media to paid ads and everything in between, how the visitors arrive to your website has some impact on the success of your funnel.