Sales Every Day: What they don’t tell you about Conversion

This week I’m doing something a little different on the Podcast.

I’m going to give you one strategy a day for 5 days in a row. It's a strategy that will get you closer to creating predictable, reliable sales every day, week, month. All year round.

Each episode is super short - and I’m going to give you one thing to do each day.

At the end of the week, you’ll be 5 steps closer to being able to count on the sales you want every day, whether you’re just starting out, or you’re looking for significant growth this year. Today I want to talk about Conversion - and what I see as the secret to Conversion And even though you may have heard me talk about this, you might not have fully onboarded it yet. And I don’t hear the “Experts” talking about this, but in my mind, it’s the #1 way to set yourself up for conversion.

So here it is: Returning Visitors - people who have visited your site 1,2,3, or more times, are at least 2x more likely to make a purchase than people who only visit once. Think about it - how many times do you see a product on social media, go to the website, and immediately make a purchase. Not often, right? You might bookmark it - or take a picture of the item, but for most of us, 9 times out of 10, if we’re on Social Media, and a product catches our attention, we are just starting the customer journey.

Here’s an example: Recently I saw a store that had a conversion rate of 1.2% But when we did a little digging, we saw that new visitors were only converting at .7% And returning visitors - they were converting at 3.45% - almost 5x the new visitor rate

Less than 1 of every 100 first time visitors made a purchase More than 3 of every returning visitor made a purchase

Most store owners put up to 80% of their marketing investment [time and $] into getting traffic. Paid traffic is expensive, but necessary. It’s normal for paid traffic to cost between .10 and .75 a visit. And we simply don’t do enough to bring those new visitors back to our shops.

They slip away - and the time and money you spent to get them to your site is lost. It's a leaky bucket.

11% of the traffic was returning visitors in my example store.

We teach our clients to aim for 30% of their total traffic should be made up of returning visitors.

Can you see what would happen if the store owner in the example could get her returning visitor traffic up to 30%? Her sales would skyrocket.

Here’s what I want you to do. Go look at your numbers. What % of your traffic is returning visitors?

Here’s how you find it:

Go to Google Analytics

• Filter for the last 30 days
• Click on “Audience’ - a sub menu will open
• Click on “Behavior”- a sub menu will open
• Then click on “new vs returning”

Grab your data, write it down, and ask yourself this: Am I doing enough to get back to my site multiple times?

Keep listening, I’ll tell you how to get started soon.