Converting Online Sales, Part III: What’s Working?
March 26, 2014
Last time, I talked about the different paths that users might take to finish an order that started online. Depending on how your business is optimized, you might opt for a highly-automated, Amazon-like experience; an email-intensive, quote-based sales cycle; or even a very phone-centric customer process. Any of these are – as is a combination – as long as your visitors are guided clearly to the one that is most important to you.
Most of you are going to focus on a single path but still allow for sales through one or more of the remaining ones – that is, unless you’re so big that you’ve become the Amazon of promotional products and apparel (in which case, please call me – I’d like to write an article about you). Obviously, sales that begin and end online are fairly easy to track, because they go through your shopping cart. But you can still run a very successful web site without a single order placed through your shopping cart. In fact, you might be running a web site that is a sales-generating machine and not even know it.
How do you figure out what’s working? Online marketing and sales experts will tell you those three magic words over and over again: “Measure, measure, measure.” They’re right, of course – measurement is the key to understanding how any aspect of your business is performing, and you should do as much of it as you can (Google’s free Analytics software is a good place to start).
But, very few of us have either the time to spend poring over analytics reports or the money to pay someone to do it for us. You can set up KPIs – key performance indicators – to reduce the amount of information you need to review, but even defining these (at least with respect to a web site) can sometimes make a harried business owner’s head spin.
Remember, we just want to find out what’s working – your sales may be going in one direction or another, but you can’t factor in your web site if you don’t know how to track sales back to it. In our business as a web site provider, when customers don’t see orders flowing directly through the web site they often assume that the web site isn’t doing its job. In many cases, it’s actually working quite well; they just don’t know where to look.
Which Way is the Wind Blowing?
Other than the basics of top and bottom lines, we’ve each got some “gut” methods for determining how well our businesses are performing. Very often, these are just measurements or statistics that we’ve internalized – a sense of how many customers are coming through the door, or how often the phone is ringing. When you launch (or re-launch) a web site, it’s critical to be able to break these down a little further, so you can attribute performance correctly.
Let’s talk about some of our “gut” performance indicators and how we can break those down so the web site gets the credit (or blame!) it deserves:
General interest in your goods and services: You know what this is – the feeling of “momentum” in your sales. Are you stuck in first gear or are you cruising down the highway? Either way, it’s likely that your web site (unless it’s just a perennial afterthought) has something to do with it.
Inquiry volume: How many phone calls do you get every day? Do you know how many actually originate from customers visiting your web site?
Quote requests: Are you getting a good amount of quote requests every week? Where are they coming from? Email? Fax?
Existing customer interest: Are your existing customers re-engaging with you? Do they call you with a question about a product they saw on your site? Do they use it as a way to do a bit of research before getting on the phone with you?
How on earth do we track this back to the web site? Luckily, there are a few best practices for ensuring the proper attribution. Some of them are simple, while others require organizational buy-in (and probably a little trial and error) to get right:
Easy: Get a web-only phone number. Additional phone numbers, including 800 numbers, are relatively cheap. No matter your phone system, you can track the calls coming in from a second number. This is a great way to make absolutely sure a phone call is originating from the web site. Sure, some callers may have only gone to the website to get a phone number, but this is less common these days since Google puts phone numbers in its local results and users don’t have to go all the way to the site to get your number.
Of course, you may argue that you shouldn’t give credit to the website just because someone went there to find your phone number. But why not? Your web site is your business’ face to many existing and potential customers. Whether they get a phone number or fill out a quote request for a dozen products, the site still got them to you.
Easy: Use web-specific offers, coupons and codes. Many site owners make the mistake of promoting great deals online but then losing track of those deals when they go offline. The simple solution is to use a different code for an online offer, so that if that customers calls or emails (as many of your existing customers might do once they’ve seen an offer online), you’ll know (without having to ask – you’ll see why that’s important in a moment) that they came from the website. Got a 10% off coupon for new customers? Make the code “WEB10” on the website, and make sure your salespeople track the codes religiously.
A Little Harder: Ask: This one may require a culture change for some businesses, but if you advertise in multiple media, you’re probably already familiar with it. You’ll need to hammer this home as a best practice with your salespeople, your customer service staff – heck, even your receptionist: Asking “How did you hear about us?” Yes, it’s tough to reinforce this habit, but it’s mandatory.
Finally, if you do any online advertising, affiliate marketing, or any other web-based promotions, you’ve got a massive (and sometimes bewildering) arsenal of techniques for tracking inquiries and sales back to your website. If you’re entering that world – which can be very rewarding, provided you have realistic expectations and a decent budget – you’ll need to have all the above in place as a foundation, because attribution can be tricky when there are many different paths that have to be tracked just to your web site itself.
Your web site is (or will soon be, whether you like it or not) a critical, strategic part of your business. If you take the time now to establish a few basic methods for attributing business to your site, you’ll be very thankful in the future.
– Brent Buford
A version of this article also appeared in Identity Marketing magazine.
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