Dec 05 2015

Not Every Conversion is a Sale, and That’s Okay

You want to make sales. Understandable. Ultimately, that’s how you make money. However, in many cases, a potential client must move through a buyer’s journey before they feel comfortable taking out their wallet for your product or service. You’ll want to help the buyer move through this journey by providing them with opportunities to take a series of actions. Each of this actions is a conversion. Even though you haven’t made a sale yet, every conversion is valuable and should be monitored, analyzed, and celebrated.

Understanding the Buyer’s Journey

Let’s take a closer look at one example of a buyer’s journey and different kinds of conversions through the eyes of a homeowner named Lisa. Lisa and her husband Fred recently retired and are looking forward to traveling, indulging their hobbies, and volunteering in the community. Lisa also dreams of hosting more dinners with her grown children, neighbors, and friends. She and her husband make the decision to splurge on a kitchen remodel.

Is Lisa just going to sit down and sign an $80,000 contract with the first remodeling company that comes up in her Google search? Probably not! Instead, she wants to carefully evaluate the local remodeling companies in her area to make sure she gets the best deal possible.
She starts by going onto Yelp! and searching out highly rated remodeling companies in her city. One company high on the list is Baker Brothers Design & Remodeling, owned by Jimmy and Trevor Baker. Lisa visits the Baker Brothers website, reads their home page, their about page, and then a few of their blog posts.

The blog posts are interesting and useful and her trust in Baker Brothers begins to grow. These guys really seem to know what they are talking about. Lisa notices a button at the top of the blog offering a free ebook that reviews and compares ten different countertop finishes. Lisa has been trying to decide what type of countertops she wants for her new kitchen, and the ebook immediately appeals to her. She trades her email for the download and eagerly read the ebook, which she finds useful and well-written just like the Baker Brothers blogs.

A few days later, Lisa receives an email from Baker Brothers. The headline is captivating, and she opens the email and reads an article on new kitchen flooring trends. The article links back to the blog. Once again, Lisa finds herself on the company’s website. Up in the corner of the website is a button to request a free consultation. Lisa saw it the first time she was on the website. Now, after having read the blogs, downloaded the ebook, and opened the email, she feels a growing trust of the Bakers Brothers and finally clicks the button to request a consultation for her kitchen remodel.

A Journey of Conversions

You’ll notice in this example that Lisa wasn’t ready right away to request a consultation. She had to become more comfortable with the Baker Brothers Design and Remodeling company first. She established this comfort level by taking a variety of actions. The first was to visit the Baker Brothers’ website. Next, she read the blogs. Then she traded her email address to download the ebook. Next, she opened the first email she received and clicked on a link in the email to go back to the website. Finally, she took a big step by requesting a consultation.

Do you see how all of these little steps led to the big one of requesting the consultation?

Each action she took was a conversion. If any piece in Lisa’s buyer journey wasn’t great, she could have abandoned her path and never requested the consultation. For instance, if the ebook was poorly written or not relevant, she probably wouldn’t have opened in the email. If Baker Brothers didn’t have an autoresponder email in place to email Lisa a few days after she downloaded the ebook, she might have forgotten all about them.

Conversions, even small conversions matter. By tracking them, you can begin to understand how each step is performing in the buyer’s journey. You’d better bet that the Baker Brothers’ marketing staff is analyzing website traffic, reviewing time website visitors spent on the blog posts, monitoring ebook downloads, and checking on email opens and click-throughs. They know how every single step is performing.

So, stop looking at your sales as the only important metric of your company. Identify other conversion opportunities and begin tracking and actively managing them. If you need assistance identifying your buyer’s journey, tracking conversion rates, or creating conversion opportunities, contact iLUKA MEDIA.

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