Why Have Disruptors Turned Out to Be Disruptive?
The “conversion rate” is one of the hot topics in any digital campaign today. When it comes to the accurate attribution of a campaign, it makes perfect sense. How many people visit your website? How many of those visits resulted in a “lead”? A lead or a sale in the world of e-commerce constitutes a true conversion, according to any good marketer today. A phone call, text, chat, or submission of a lead form (e-mail) are all considered conversions in the industry I spend most of my time in. Further down that rabbit hole, the figures are frequently moved to another division. indicating that the appointment-making and/or sales departments receive the “lead” from the digital team. We refer to it as a BDC in the automotive industry. Web visits then go to the stage of ultimate attribution.
But how many purchases, and at what price? That seems to me to be the proper situation. It is the most accurate approach to quantifying if your website is configured to “perform.” Although having a website is fantastic, your business will suffer if it receives no visits. If you drive traffic to your website but it doesn’t convert, in my opinion, it is even worse.
There are only two explanations for this visitor waste. 1. There is awful traffic. They aren’t high-quality, pertinent visitors who are coming to learn more about your business and/or services. 2. The audience is not motivated to stay on your site for an extended period of time (TOS) and leaves quickly, or it is simply not configured correctly to convert with the relevant calls to action (CTAs) intended to convert the visitor from website visit to lead or sale.
In conclusion, if you don’t have leads or sales, you probably have one of those two issues. That’s how easy it is. The good news is that it’s not complicated. Someone who fully comprehends a consumer’s journey can optimize both of these problems.
As I perceive them, the answers are as follows: If you are employing sponsored search tactics, first check to see that you are driving high-quality traffic to your website. Hold your team or company responsible for the quantity and quality of traffic, not just the volume. Making sure you are using as many organic traffic techniques as you can is the second, and probably the most important, step. SEO, Google My Business, YouTube, etc. Await it—even employing “offline” tactics for traditional media to promote direct attacks. If you’re unfamiliar with the term “direct hit,” it refers to a consumer that visited your website directly through a Facebook advertisement rather than through a search engine, such as Google. No, they simply put in your website’s URL and went there because that’s what they were looking for—you and your company!
As long as the material driving the visits is consistent with the site and the product you have, all of this traffic should be of good caliber. 2. Check to see if your website, landing pages, and conversion points are conversion-optimized. Use the chat, text, and other conversion tools that will result in higher conversion rates, such as an effective trade-in evaluation tool for the automotive industry, to ensure that your business is operating in the most relevant manner possible today.
Most of this is elementary, and anyone who genuinely understands it will respond, “You’re kidding. However, what I have stated thus far is a decent starting point for comprehending it all for individuals who are reading this who are not trained in on-site traffic, quality of traffic, TOS, CTA’s, Direct hits, etc. Anyone reading this should be able to use it to hold their teams and agencies a little bit more accountable. Next comes the fun… I believe in the idea that there is a “conversion,” and that before you worry about the CTA button, lead form, or chat feature (forget about the click-to-call button), you must pay attention. I refer to it as the “First Conversion.” It takes a conversion of the human mind for someone to even consider your venture or service. The true experts perform it on a daily basis. They are triumphant, too. They are succeeding, at least in the game of attraction. One may disagree with the commercial strategy used by some of the world’s top marketers, but my goodness, they have an incredible grasp of the mind.
Consider the catchphrase “Car Buying Shouldn’t Suck.” That should do it—four words that directly address what a consumer feels worried about and are simple to sway. In this instance, Carvana is the auto industry disruptor. In some ways, it is conversational. The customer thinks, “You are so damn right. It should not stink!” And there is a human mind that quickly transforms into a potential customer after engaging in an internal dialogue with a company. How difficult do you think it is for them to explore this new (disruptive) company’s website, which makes the user “feel” just as their marketing claimed it would? A clear, concise, and simple-to-use interface that basically shouts in neon letters, “THIS DOES NOT SUCK!” Or “THE WAY IT SHOULD BE!” in the case of CarMax. The website was designed, developed, strategically planned, optimized, and A/B tested with that in mind.
Feel like I’m crazy? Visit www.carmax.com, and as soon as you do, pay close attention to the first line that reads, “30-day money back guarantee,” provided that you still like the car after your obligation-free 24-hour test drive. As you continue to scroll down, you will see that you can search for cars based on price. Is it just me, or does this sound a lot like “the way it should be?” After all, you can drive, shop, and make purchases with assurance and no pressure.
You don’t have to worry about the salesman pressuring you into a purchase or embarrassment when you have to say, “Sorry, I can’t afford that,” in front of your husband and children when you look for automobiles you think you can afford.
They don’t start shouting, “Hey, this is how it should be!” at you until you’ve descended that far on the page and they are aware of how you are beginning to feel. The ideal situation! And at this moment, you consciously acknowledge that this is exactly as things ought to be. Folks, here is brilliant marketing in action.
Many companies believe that digital is the future and that traditional media is obsolete. However, as soon as a customer notices something (regardless of whether it is on TV, Facebook, Instagram, radio, etc.) that is a little novel or has a fresh take on something they wish was simpler, better, unique, more comfortable, has less pressure, or is more affordable, they will visit your website to find out more. Trust is developed if the online experience lives up to the promises you made in your advertisements to “improve” things. Once a customer has gained your trust, they are much more likely to click the “tell me more” button, initiate a conversation, dial a number, and yes, even enter their social security number into your lead forms. And there it is—the “First Conversion” in action.
If you can get the customer to like you, they’ll convert. It kind of makes me think of a lesson from Dale Carnegie’s renowned book, “How to Win Friends and Influence People,” that we should all take to heart. Give what is in your possession to the individual holding it first, and do it with evident sincerity and honesty.
I don’t know about you, but I think more companies could benefit from that way of thinking. We frequently concentrate on our lead forms, pop-ups, etc., and assume that technology will deliver the outcomes we need. Sometimes individuals will simply watch and wonder why someone else is kicking their ass despite having what appears to be worse technology, a superior widget, a superior website, or even a superior location. When and if you have that thought, I’d like you to think about whether you’ve already experienced the first conversion.
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