We call it Sales Funnel Forensics because there’s definitely a lot of things to consider when examining the effectiveness & efficiency of your sales funnel.
The first thing to be examined is the user experience at the point of your funnel… your website.
Note: This also includes where you’re hosting your website.
Since this is what prospects & customers are seeing.. and this is how they’re entering into your sales funnel.
There’s at least 2 perspectives to which you want to place yourself for this experience.
The first perspective is that of the prospect, someone who has never heard of your service/product/brand.
Are you providing enough information and direction for this person to enter your sales funnel?
The second is the perspective of someone that is weighing their options & has been ‘shopping around’.
Does your website appear as professional or more educational than your biggest competitor?
This is where you should be…
A) Educating your prospect about why they want what you have, by…
B) Hitting their ‘hot buttons’ & telling them what ‘Benefits’ it means for them.
C) Directing them to the sale with good call to actions.
Don’t be stingy with your knowledge or expertise.
This is what builds authority on a topic whether it’s on the phone or on your website.
Prospects want to know that you have the answers to some of their questions.
Not because they only want to do it for themselves but because they want to know that they’re hiring an expert whose ready for any challenge.
If they’ve clicked through to your website, this is your big chance.
Educating your prospect by answering all of their pre-sales questions here will inevitably lead to hitting their hot buttons and getting them to your call to action.
Note: This will also lead to better search engine rank by building authority with your content/knowledge.
The next thing we would look at is how leads/prospects are entering into your sales funnel.
This includes everything… Search Engines, Social Media & other online traffic sources, print advertising… even Craigslist ads.
How effective are your ads at drawing leads into your sales funnel?
This brings us to the last thing that gets looked at… data, precious data.
Data collection happens everywhere from Google (Analytics, Ads, & the Developers Console, formerly known as Webmaster Tools) to the data FB collects, MailChimp, etc.
Examining everything from search rank to conversion ratios, we can determine where things might be going wrong or right.
Data collection is vital to understanding how effective your sales funnel is & determining ROI for your campaigns.
Taking the necessary steps to set up all of the data collection can be overly technical or downright nerdy.
Most people don’t want to mess with it and we TOTALLY understand, but it’s completely necessary if you want to truly know what’s going on under the hood so to speak.
Did you find this article helpful? Please, feel free to share using the links below.