Most websites never reach their full sales potential. Here’s why.
Opinions expressed by Entrepreneur the contributors are theirs.
Increasingly, entrepreneurs are relying on their websites to sell on behalf of their business. This is advantageous in many ways. It’s automated, it’s easy to make adjustments, and you might not have to pay for a full in-house sales team to run it.
However, it is important to realize that most websites never reach their full sales potential. They never generate as many sales or revenue as they could under different circumstances. This is difficult to prove empirically because we may never know what a website’s full potential is. That said, we can reasonably assume that websites could probably sell more – most websites are held back by simple things that can be easily changed.
The deceptive appearance of full potential
It is difficult, if not impossible, to determine what the true potential of a website is. Indeed, there’s almost always room for further growth, whether it’s reaching new audience members, achieving a higher conversion rate, or increasing some other important metric. . In some ways, it’s an exercise in futility trying to reach that full potential, because you’ll never get there. But it’s also a valuable motivational tool and basic philosophy to assume that there are always improvements that can help your website increase sales.
Related: Shortcut to the perfect sales call
It’s relatively easy to commit to a small, limited goal, like increasing your conversion rate by a specific percentage in a specific amount of time. It is much more difficult to engage in a culture of continuous improvement and near-constant change.
Common mistakes that limit sales growth
There are many possible reasons why your website isn’t generating sales – or as many sales as you want.
Iinconsistent branding. It could be a big, somewhat generic issue, such as inconsistent branding. If it’s unclear what your business does or stands for, people won’t be interested in buying from you. The same applies if your branding efforts on the website are no different from the branding efforts you have made in other capacities, such as in your traditional marketing and advertising campaign.
Offers without call. If you want people to buy something, you have to price it and market it appropriately. If your offer isn’t compelling, no matter how many people visit your website, they won’t buy. Market research is your best tool to determine if your products are truly appealing to your target audience and if they are priced right.
Site functionality issues. Does your site work well on all browsers and devices? If someone has trouble viewing your content, or can’t easily navigate your pages, they can leave and come back.
Poorly written content. Even if you’re not into content marketing, you need to recognize the value of having competently written content. If your website content or calls to action are carelessly written, it will put off potential customers.
Audience targeting issues. It’s also possible that you’re targeting the wrong audience or reaching your target audience in an irrelevant way. Review your audience research to check your assumptions and make sure you’re reaching your audience as effectively as possible.
Trust issues. Before you can expect customers to buy from your business, you need them to trust your brand. If your design, website content, or other special features of your website make people suspicious of your brand, it will be difficult to get people to follow up on sales.
Related: The 7 Lucky Steps to Sales Success
The curse of complacency
Even if you’ve learned from these common mistakes and implemented a fantastic sales strategy, complacency may never reach your full potential. It basically means that you hit a certain sales goal and feel inclined to maintain the status quo indefinitely. Let’s say your website generates $100,000 in sales each month; you decide it’s pretty good and even better than you initially expected. Why bother changing the formula if you’re already seeing great results?
You could argue that revising a strategy at this point would be impractical and detrimental to the business. It’s also a bad idea to just assume it’s the best you can do. Too many entrepreneurs lock themselves into a relatively low conversion rate simply because they want to do more. If you want to maximize your chances of success, you need to keep improving your website.
There is a flip side to the argument. It is important to realize that you are not reaching your full potential and that you can push your website to do more with proper research and strategy. But it’s also important to realize that you can’t afford to mindlessly chase the moving goal posts. It’s up to you to find the balance and put in place the sales strategy you need to make your website a success.