You’ve invested a ton of time creating what you believe to be a “good” sales page. So, why is your conversion rate so low?
Well, to be honest the statistics are kind of grim. A well-written sales page normally has a conversion rate of 1 to 5 percent. A number of factors can skew this number, so this isn’t even accurate.
With numbers like this, you have a rejection rate between 95 and 99 percent of readers who land on your page. Does this mean all of your hard work is worth only a single sale?
Not necessarily. You just need to change your perspective on your statistics and learn to go after the percentage that is actually interested in what you are selling. I am going to teach you to market to all prospects rather than just those looking to buy. Once you learn these strategies, you can find hundreds more prospects for your online business and boost your conversion rate.
Understanding Different Buyers
The Internet is flooded with different types of buyers. The most sought after ones are your desperate buyers eager to pounce on anything fresh, and those who are receptive though not actively looking.
At any given time, about 3 percent of your online market is what I like to call active buyers. Those are the ones traditional Internet marketers often seek. So, your savviest SEO, affiliate marketers, and Adword gurus are trying to weed out the other 97 percent and pin down this tiny 3 percent.
Though this strategy seems attractive, it often comes at a huge expense to you. Think about it. If everyone is going after that 3 percent, then they are all targeting the same “conversion keywords.” This means your pay-per-click rate skyrockets, and you are using highly competitive SEO.
It’s like a pride of lions all going after the same gazelle. It can be done, but you have to bring yout A-game every time or you will go hungry.
Okay, so what about these receptive ones? Though they aren’t actively looking, at any given moment you can lure them in with the right sales tactic. Again, they only make up a small percentage of the market. If you actually manage to hook them in, you can boost your cornered market from 3 percent to 10 percent.
That still seems pretty grim.
The Other 90 Percent
That first 10 percent seems pretty challenging. So, what about this other 90 percent of active Internet users?
A third of them peruse the web with the idea that they may buy one day. Just not yet. They are sort of wishy-washy about making purchases.
The next third are slightly turned off by the idea of buying your product. They are the types who avoid sales people at department stores, though they still sift through the racks.
The last 30 percent are absolute “no’s”. They have some sort of aversion to what you are selling, or the information you offer, or have received a dangerous threat from a loved one in regards to buying another online product.
Changing Your Marketing Tactic
Rather than strategizing to capture that tiny 10 percent of the market, what would happen if you went after the other 90 percent?
The “some day”, “polite no”, and the “turn the other way and run” people?
You can hook in all of those potential buyers and keep them near you until they are ready to make a purchase. You do so by developing a good amount of trust and solid rapport with these groups.
While the first two groups are more likely to eventually convert, your last group may never actually become buyers. But, you can possibly turn them into your best sales allies with the right language.
They realize that your product isn’t right for them. However, they gather enough information from you, and pass it along to others who might be willing to buy your product.
How It All Works
The only marketing that attracts all potential buyers, rather than just those ready to pounce is marketing that, frankly, doesn’t look or smell like marketing.
Communicate real information that provides an actual benefit to your viewers, and present a small sales message only after you offer something useful. You want marketing that is delivered over a reliable time period that helps to build trust and a strong rapport.
Your best strategies are a blog and an email autoresponder series. This is the perfect tool for your desperate 3 percent because it actually adds value to their purchase and lets them know why you are the best person to buy from. But, it also shows the other 97% that you care for them and are willing to nurture them without anything in return.
In time, they will likely become your perfect customer. So, what are you waiting for? Go after that 97% with a little affection and dedication.
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