A Redditor recently posted that they were getting 60+ leads a week but no sales. Their first instinct was to change their ads: switch from Facebook to Google or change audience in Facebook.
It sort of makes sense. Adverts aren’t producing sales so the adverts must be broken. Fix the adverts and you'll get more sales.
But, they could change their ads, spend a load more money and still get no sales. This is because the adverts might not be the real problem.
Let me explain…
A online lead doesn’t magically turn into a sale. It takes a process that starts when the lead arrives and ends with the sale.
Our Redditor has a process that looks something like this:-
Every business has their own variation of this process. Every business loses leads at each step. And, every business can make more sales by losing fewer leads through the process.
It is true that changing the ads would improve sales if the ads were producing enquiries that were a poor fit for the business. But, changing the ads wouldn't improve anything:-
I could go on but you get the point.
You've got to fix the right thing if you're getting leads and not making as many sales as you'd like. And, until you know where in the process your leads are getting lost you don't know what the right thing is.
The easiest way to figure out where leads are getting lost is with a simple spreadsheet.
At the end of the month work out how many leads completed each step. The step with the biggest drop off represents the most likely place to make more sales.
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