The click is only the beginning
In a sea of available reporting and metrics, analyzing customer behavior and selling your product seems like it should be easier than ever. So, it’s counterintuitive that the average sales conversion percentage from online advertising is lower than my BAC most Saturday nights. Think about it - when was the last time you clicked an ad online and made a purchase on your first visit to the site? Now, imagine the product you were looking at cost more than a few dollars. There could be several reasons that potential customers click your advertisement but don’t pull out their wallet and buy right then and there, but here a few basic ones:
- They are interested, but don’t need it right now
- The are interested, but don’t have the money right now
- They are interested, but don’t know your brand and don’t trust you at the moment
Converting sales from online advertising requires strategy and effort to acquire customers - whether they become one right now or in the future. Sales come from customers so keeping customers and enticing them to buy your product is the name of the game. Here are a few tips for analyzing your conversion process:
- Use tools like re-targeting to keep track of your website visitors so that you can show them relevant advertising after they leave your site.
- Offer something of value to the visitor in exchange for their email address. Use their email address to engage things like drip campaigns to foster them into paying customers
- Evaluate your ad’s click-through link. Analyze visitor behavior when they are on your landing page to plug holes in your sales process. Where and how fast do they leave? Do they have reason to trust you? Are you providing enough info/opportunity to buy?
PG’s Marketing Lab is here to help with any and all of your marketing questions. We’d love to help you develop a strategy for increasing your conversion percentages online. You can sign up for a free, no-pressure consultation with Luke here or choose a time below.
Reader: Erik Sheppard
Hometown: Austin, Texas
Guitar: The Alumidoomer
I had Warmoth make the body (rear-routed to avoid the need for a pickguard), and had them paint it as well. They did an amazing job. The neck was made by the Electrical Guitar Company. They were kind enough to put some Gotoh locking tuners on there for me as well. There are a few companies making these necks now, but I thought their headstock looked the coolest. It went in the neck pocket with minimal adjustment. Both took about three months from order to delivery.
When you only have one pickup, you kind of have to choose wisely. After a bit of agonizing, I finally decided on a Lace Matt Pike Signature “Dragonauts” pickup. I figured if it’s good enough for Matt, it should work for me. It sounds amazing and articulate enough through an ungodly amount of fuzz.
Since this is a Jazzmaster, it seemed natural to go with a Mastery bridge and tremolo. I’m not normally a big wiggle-stick guy, but it’s fun to give things a bit of warbly flavor every now and then. It’s probably not the first choice for most metal players, and it initially felt a little strange palm-muting, but it works for me. It stays in tune, and it’s way less fiddly than a Floyd. Mastery makes that awesome space-age-looking tremolo arm tip, too, which I think really sets this thing off.
Reader and guitar designer Erik Sheppard.
“I think the cool kids use even heavier strings, but these work fine, and I stopped being cool a long time ago anyway.”
I added some standard pots and knobs and Schaller strap locks, and it was done. I’ve got Ernie Ball Not Even Slinky .012–.056 strings on there (since the guitar lives in C standard), which are just fat enough to not be floppy, without feeling like telephone lines. I think the cool kids use even heavier strings, but these work fine, and I stopped being cool a long time ago anyway.
The whole thing cost about 2,300 bucks, including a few hundred for some help from the folks at Strait Music here in Austin, who are always amazing. I was a bit paranoid about drilling into the body and potentially screwing up the finish, so I enlisted the pros.
My only complaint is that this thing is an absolute beast, at about 11 pounds, which is a lot heavier than I’d prefer, but a wide Levy’s strap makes it a bit easier to shoulder. It looks, sounds, and plays exactly as I wanted it to, so I’m quite happy with how it turned out.