Tips To Create Sales-Boosting Website DesignJune 19, 2019
It’s a hard fact in business that we all have to accept.
For all the hype about “social media” and SEO etc. — none of it really matters if you’re not selling.
Last weekend I sat down with a close friend to work on monetizing his website traffic. His site is in the Fitness / MMA space and it gets 70,000+ visits per month. But do you think he’s parading that fact around?
Nope. Of course it’s a cool vanity metric to think about. But traffic alone doesn’t pay the bills.
TIP #1 – GHETTO-HACK YOUR SALES FUNNEL TO START (LACK OF A MARKETING BUDGET IS NOT AN EXCUSE)
I was reminded of an important lesson this past week while creating a sales funnel for my friend’s fitness website: You really don’t need much to grow your business from your current web presence.
For example, building something that works really just requires that you lay out a pathway to start.
And even if the conversion rate is terrible to start, you still have something that works.
That’s really the first step forward you need to take: build the pathway, and someone is going to walk down it as long as you show it to them.
Lack of money or budget to hire a company like AutoGrow or a web designer is not an excuse either.
When I worked with my friend on Sunday, he’s what we did to set it up.
- We created a free offer landing page
- We created the landing page for a $19 fitness ebook
- We setup the payment processing account and hooked up a payment form to it so people could buy the ebook
- My friend had a small email list of past clients and colleagues in the industry so we imported that in his newsletter software
- We created a simple, educational newsletter that gave readers some value and then hit send
- People bought
Though we didn’t use the free offer in this case, the idea was to get a working proof of concept. My goal in coaching my friend to success was to show him as quickly as possible that he could start getting results. I wanted to do this because often, our confidence in the process is what defines whether or not we’ll keep taking action and moving forward in that direction.
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TIP #2 – IT’S NOT JUST THE LANDING PAGE STUPID — IT’S HOW THEY GET THERE!
As I discussed in Tip #1, I’d worked with my friend after just 4 hours of work we were making sales.
Of course, this let to the question: “Well, why didn’t we sell more?”
I knew this wasn’t going to be home run in terms of sales quantity. As I explained, the idea was to make a working prototype that could be built out over time.
I knew this because, in my own sales funnel leading up the offer for our Build Sales Engine course, we invested a lot of time and effort in educating prospects and building trust.
When people sign-up to our email list for example, we give them free tips on how to double their leads in the next 5 days or 3 actionable lessons on how to improve each stage of their sales funnel.
And that was a key difference in between my friend’s sales funnel and the one here on autogrow-pro.frb.io. The version 1 funnel for my friend wasn’t focused on nurturing, giving value, and building trust prior to pointing people to the sales page.
So remember: having a sales page is enough to get you some sales, but for the long term (especially if you want to automate your sales funnel) you need to be thinking about how people arrive on that page.
TIP #3 – MAKE IT EASIER TO BUY YOUR PRODUCT OR SERVICE
Marketers like Russell Brunson over at Click Funnels have said that somewhere between 15-20% of people who reject an initial offer for a $97 product, will take a follow-up offer that breaks the payment into 2 parts (i.e. “2 easy payments of $47”).
This is a useful example of how making it easier to for people buy or start using your product increases your purchase rate.
I recently implemented this strategy in our own sales funnel for our course in the form of an exit pop-up. you can see an example of how it looks below.
The jury is still out on whether this works, but I plan the share the numbers at some point in a future newsletter if you’re curious.
Bonus PDF Download: 10 recommend tools for growing businesses to help you set up you sell more, save money and work less. This is my list of personal recommendations from experience using each.
TIP #4 – “COPY” WHAT IS ALREADY WORKING FOR OTHERS AND MAKE IT YOUR OWN
Picasso once said, good artists copy. Great artists steal.
I find that most people misunderstand what Picasso was trying to say here. I personally didn’t really “get it” until about a year ago.
What he meant was you need to take ideas from the works of others who’ve come before, but craft something original. Don’t simply copy, rather, fold those ideas into your own original style.
In the spirit of this quote, I’ve integrated and tested many strategies and tactics that I’ve seen working for others online. Not all have worked, but I learned from each test.
Brennan Buchard, a motivational speaker and performance coach, is the most recent example. Frankly, I thought the guy was “full of it” for a while. But about 3 weeks ago I completely rewrote the sales page for the Build Sales Engine course based on a video I saw where he listed the top 6 questions everyone needs to see answered before they will buy.
Our current conversion rate wasn’t the greatest, and I knew we definitely weren’t answering one of two of those questions he recommend. So I gave it a try and it worked! If you learn what all the questions were you can check it out at the top of my sales page here.
Another sales funnel who I studied closely was that of my fellow mastermind member Brennan Dunn. Brennan had a great email auto responded sequence so I went back, read it, wrote down what I learned, and then used what I learned in re-writing our Double Your Leads free course.
I also spent some time incorporating some tactics from Amazon.com’s checkout process.
As a result of all these tweaks, our purchase conversion rate has already doubled.
TIP #5 – USE “STEP-BASED ANALYSIS” TO SPOT WEAK POINTS IN THE PROCESS
Let’s do a simple exercise to illustrate what “step-based analysis” is.
If the above image represented your sales funnel. Where would you say your focus should be put?
Correct, the top step, the Sales Page. But why?
Well imagine that your funnel is a physical thing, like what you might use in cooking. Now imagine that the numbers represent the amount of “water” that arrive at each step, almost like you have multiple funnels put together. The problem is, one of these mini-funnels (or steps) is leaking more water than the others.
- The sales page has 1,200 visits
- The next page, checkout page, has 60
- Then only 40 actually go through with the purchase.
Between which two numbers is there a larger gap? 60 and 40, or 1,200 and 60?
Obviously the issue must be with the sales page, and that’s where our focus should go. So what might the issue be? What are some ideas we can quickly brainstorm that might fix the issue?
- Price, usually the major determinant in just about every market and with every offer.
- Understanding. Do they actually “get it”? Do potential buyer know what the benefits are?
- Offer match. Often times, it can just be that the offer does not match with what the market or your audience actually wants. Sometimes you have to consider selling something completely different.
From these ideas you then think of different changes you can make, like changing the offer, adding or rewriting the sales copy, or testing a different pricing model.