Are you happy with how your online business is performing? Are you getting enough sales or leads from your website to make good profits?
Frustrated you can’t seem to hit those heady heights that you’ve been dreaming about?
Well, unfortunately the bad news is your online business is destined to fail…
unless you do something truly different than what you have been doing so far.
Over the last 10 years optimizing 100s of websites, I’ve witnessed and learned this difference that makes online businesses become major players, and left others faltering in their shadows.
To help make sure you don’t make these same mistakes too, here are the 3 major differences causing 90% of online businesses to fail to meet their true potential:
Reason #1: An Unhealthy Obsession Wasting Money Driving Traffic to a Sub-Optimal Website
Failing online businesses waste huge amounts of marketing budget on driving traffic to their website to boost sales, instead of fixing holes in their poorly performing website causing high bounce rates, high cart abandonment rates, and low repeat visit rates.
Instead of paying attention to improving their website so that it engages and converts their visitors better, they are addicted to the next biggest online marketing trend. Social media is the latest major offender of this – always hoping the next new cool advertising method or trend will finally bring them success.
The fix? Spend just 10% of your marketing budget on conversion rate optimization to improve your leaking website. Here are some great resources for you to get started:
- Read The Ultimate Guide to Conversion Rate Optimization
- Read The Beginners Guide to Conversion Rate Optimization
- Grab my free conversion rate optimization toolbox
Reason #2: An Egotistical Company-Centric Website Focus Instead of a Visitor-Centric One
Failing online businesses are not focused on their website visitors and solving for their major needs. Instead, the business owners think they know what is best for their visitors and their business – often alienating visitors and perpetuating their sub-optimal, poorly converting and selling website.
This means they also rarely do A/B testing to find best converting and selling content, which is a key ingredient of effective conversion rate optimization.
A highly visitor-centric ensures high satisfaction and engagement from your visitors, increasing the chances of them purchasing from you, returning in the future, and spreading the good word about your fantastic website.
The fix? Start placing major focus on making your website much more visitor-centric. Here are some great articles to help you get started:
- Understand your visitors and their needs much better by creating personas and major use cases for key groups of them.
- Use usability feedback tools like UserTesting to make sure your website is solving those major use cases.
- Create some A/B tests to figure out which website variations engages and converts them best (instead of you or your boss just presuming).
Reason #3: A Dependence on Their Website to Convert Visitors First Time, with No Follow-Up
Failing online businesses are too focused and reliant on having their website convert their visitors the first time they arrive, ignoring key ways to easily follow up with them to bring them back to their website and increase the chances of them purchasing.
They often throw the kitchen sink at their website visitors when they arrive, overwhelming them with information and choices, hoping they see something that engages them before they leave – yet often failing, frustrating visitors and causing a low chance of them returning.
This destructive habit then feeds the expensive need to keep buying traffic to replenish their leaking bucket of a website (feeding back to reason #1). Frustrating, right?
The fix? After beginning conversion rate optimization, start focusing on getting visitors to return by re-marketing to them using auto-responder emails and re-targeting ads.
- Create an awesome lead magnet that dramatically increases the amount of visitor emails you capture.
- Learn best practices for using email auto-responder tools like Getresponse to get your visitors back on-site to convert them.
- Start learning how to run re-targeting ads to get visitors back to your website and convert them.
And remember its much cheaper to convert someone using these methods who has previously been to your website, than to drive more new visitors!
Some online businesses don’t suffer from all of these three costly mistakes, but rarely do they avoid all of them.
How well does your online business measure up? Which of these 3 are you most guilty of or most satisfied with?
Please comment below with your thoughts, reactions and confessions. Thanks!