Jackie Lee asked:
Why haven’t I made any sales yet? Is a frequent comment I hear beginners make. They see a little traffic coming to their site and expect to start seeing sales. What they don’t quite understand is the whole concept of conversion rate.
Conversion rate: the percentage of visitors who take a desired action.
Well that’s all fine and good, but when it comes to actually making a sale there are a couple conversion rates you have to look at ~ because there are a couple different desired actions, depending where they are at in the process.
Click through rate:
The first conversion rate to look at is the click through rate . To review, the click through rate is the amount of people clicking on the link to your product sales page/opt in page ~ whever you are trying to get them to go from that page. The click through rate is an important conversion rate to look at becuase it is a conversion rate you have some control over. If you find you are getting tons of traffic and no one is clicking out on your links you can change the content, change link placement, there are a lot of things you can try to improve this conversion rate.
Sales Conversion rate:
The second conversion rate to look at when you don’t think you are making sales fast enough is the sales conversion rate. On average the conversion rate (once people have clicked through to the sales page is 1 to 2%) Which means for every 100 to 200 people who click through to the sales page you will get a sale. Now this number can vary widely depending on the product, the sales page and some other factors, but this is an industry wide standard. Unless it is your product you’re sending people to you don’t have a lot of control over this conversion rate because you don’t have access to change things that might help.
How do I know when I should be making sales?
Before you start to complain that you aren’t making any sales you need to check your stats. You may have had 200 people come to your site, but that’s not the number you need to look at. You need to look at the number of people who have clicked through to the sales page. What’s that number? Until that number is at least 200 you aren’t at a point where you can make any decisions about the product, your copy or your sales conversion rate.
How do I know if I should stick with a product?
If you find you are sending 3 or 4 hundred people to the sales page and it is not converting (you aren’t making sales) there are a couple easy things you can do before you decide to pick a different product to promote.
1. Is your landing page (website talking about this product) directly relevant and related to the product?
2. Are the keywords you are pulling traffic with directly related and relevant to the product?
So what do I do?
If you find your product, keywords or content are not relevant or any combination of those aren’t relvant you have 3 choices.
1. If you’re dead set on working with the keywords you’ve chosen ~ find a related product to send them to.
2. If you’re dead set on recommending a certain program ~ find keywords that are directly related and relevant to that program.
3. If your content is not relevant and targeted to the product or keyword ~ change your content.
There are a lot of things you can control about your conversion rates, the relevancy of your product and keywords is probably the biggest thing. If you create a page that is highly relevant to the product you are sending them to you are likely to see much higher conversion rates. The same holds true if the traffic you are getting to your page is looking specifically for what you are offering. So just remember the “magic” number isn’t 200 visitors to your site, but 200 click throughs to the sales page.
If you aren’t seeing a sale by that time then take a look at your content, your keywords and the relevancy of the product to both of those things. If everything is relevant and still not converting it may be something out of your control and then may be the time to look at testing another related and relevant product.
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