How boutiques change to increase sales + how websites can too!
Have you ever watched a building being well… built? Months of watching as step by step the foundations are poured, the walls raised, and the shingles nailed down. Then watched and waited a bit longer, anticipating how amazing a new store will be on the INSIDE? What will they sell, what will it look like, who is behind the newsplastered windows?
Imagine being the owner, bit by bit, advertisements and news stories start trickling out, inviting people to join in the fun and excitement. Spending hundreds of dollars and hours on PR, and thousands on your shop and business.
It’s opening day- your advertising worked! All the excitement and anticipation that you built up has paid off. People are pouring into the shop. But — then you start to notice something is off.
Nobody is buying anything.
They’re coming in, looking around, and then… they leave. In the physical world, we can see what people are doing and how they are reacting to your business and make changes accordingly. We can look at the inventory, sales, number of visitors who came through our doors (and we can see this online too through tools like Google Analytics).
Back in the shop, standing behind the counter, impatiently waiting for our first sale, we see that well… maybe there is a reason why no one is buying our stuff. They can’t find it! People are milling around, but all the products are just piled up in the middle of the room. Look, there is someone who committed to digging through the pile to find what they wanted!
But one sale isn’t enough, so let’s change the layout and redesign a little bit. I know! Maybe group like products together, then the piles will be easier to sift through… But still – no sales. Maybe this time, I’ll organize them into colorful displays, or put everything on the walls instead of piles. This cycle goes on and on, with the owner trusting their gut and focusing on the end result rather than strategically planning the experience.
Don't be this kid. Throwing away money
When you force your audience to go through a rat maze, or dig through a pile of information to reach their goal, you’ll rarely make yours –
The same scenario can play out in the digital landscape. If your site is hard to navigate, users will leave.
If your product is hidden, they can’t find it.
If you drive traffic to the “front door,” but what the user finds when they arrive is different than what they expected, they may not return, or simply be confused to the point of inaction.
With a digital storefront, we have the ability to quickly make changes, and relatively easily compared to a brick-&-mortar shop. But doing so without being able to SEE what users are doing and why they aren’t converting is foolish – costing you time & money.
Niel Patel says “When customers visit your store, site or landing page, what else happened? You’ve set a goal, but if that goal isn’t met, how will you know what to change?”
Research says that we have four seconds to make an impression online, in that amount of time you have to convey ONE goal.
Understanding your audience, your product, and how the two fit together can help you determine which goal to present and strive towards on each page.
What is your conversion metric for that goal? Email list sign-ups? Sales? Volunteer Registrations? Webinar Registration? Social Media Followers? Community Growth?
So what is the ONE goal of your sales page?
It’s not a trick question. 😉
Come share your goal and conversion metric for whatever you’re creating in our private community! This concept isn’t just for sales pages. It applies to every page on your site!
✗ What do you need?
More sales? Leads? Subscribers? Followers?
✗ How can this page help?
Which part of your business can an increase in X help you reach your business goals?
✗ What is the goal of this page?
The ONLY goal on this page is to get you to join my group [hint hint]. As in this article's example, you want to make a sale. So, the ONLY goal of that page should be to make a sale. No external links, navigation, or extra distracting bits, just a way to purchase!