Laura was on her daily commute, reflecting on yesterday’s conversation with her sales team. They’d been reviewing the number of enquiries coming through the website and according to Google Analytics, it was receiving a large number of visitors. The big question was, why weren’t more of these visitors turning into sales enquiries?
As well as the usual testimonials and articles, the company website also had an in-depth case study, with advice and tips for potential customers. This last piece of literature had been live for the past 6 months and was only available to download by those who provided an email address. The stats suggested they’d had over 100 downloads but none of these had resulted in sales.
What are we missing?
As far as Laura was concerned, the case study itself contained more than enough information about how their products benefited a large existing customer, as well as contact details suggesting anyone who was interested should get in touch. “What could we possibly be missing?” thought Laura as she drove into the entrance of the office car park.
Many companies experience issues with trying to turn website visitors into enquiries and ultimately sales. The good news is that there is a solution to this and it starts with checking whether you’ve fallen into one key common trap….
Falling into one key common trap
It’s all very well having a really valuable piece of content for potential customers to download in return for their email address. However, having contact details available on the download itself and relying on them to get in contact with you, dramatically reduces your chances of making a sale.
You need to build in a follow up process. One that maintains contact with your prospects and ensures that when they’re ready to buy, they buy from you.
If you’d like help with creating an effective follow up process, simply fill in the contact form and I'll send through the details.
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