The Dirty Little Statistic Behind Your Stagnant Business Growth

And the 5 Points of Conversion Friction Responsible For It

– For eCommerce Marketers –

Introduction

It’s nearly every eCommerce marketer’s “dirty little statistic”:

The 92:1 Ratio, or the fact that for every $92 a marketer spends driving traffic to their websites, they only spend $1 guiding that traffic to conversion once they get there.

Why do we do that? Because it’s easy. It makes sense. We know that by spending X dollars, we’ll get Y in returns.

So, why is this approach to marketing so dreadful? A few reasons:

#1: You’re spending a ton of money – driving traffic to your website.

#2: You’re wasting a bunch of money – because most of that traffic doesn’t purchase (and you have to pay to bring them back).

#3: Your business growth is stagnant – because your ad spend is maxed out and you’re not getting the returns you should be.

This guide has been created to enlighten you on the reasons why it’s time to change that ratio and start spending more money on the traffic currently engaging with your business.

In order to convince you, we’ve outlined 5 points of conversion friction experienced by nearly every eCommerce retailer. The consequence of all this friction? A decline in the conversion momentum of your valuable traffic, a decrease in ROAS, and the subsequent loss of conversions and revenue.

All is not lost, however. In fact, there exists a goldmine of traffic currently engaging with your business, just waiting to be unlocked. It’s simply a matter of understanding that traffic, reading their digital body-language, and responding in a way that motivates them to continue their journey to conversion, reducing barriers along the way

*Please note, this is a complimentary excerpt. To unlock the full guide, click here.*

TABLE OF CONTENTS

Friction Point 1: You’re disrupting your traffic. (And your revenue.)

Friction Point 2: Your consumers are thinking. (Don’t let them.)

Friction Point 3: Your consumers are distracted. (Bring ‘em back.)

Friction Point 4: You’re coming on too strong. Or, you’re playing hard to get. (Play it cool, dude.)

Friction Point 5: Your reviews aren’t getting reviewed. (Negative stars and revenue for you.)

____

Friction Point 1: You’re disrupting your traffic. (And your revenue.)

Imagine PauLeeD is looking for a good deal on boots in preparation for winter. He begins the search through the eternal wasteland that is the Promotions tab of his Gmail inbox, just hoping that by some stroke of good luck he’ll find. . . and bam!, there it is. The deal of the century (or the week, anyway). He’s got his wallet out – he needs those boots now. He clicks through the email, simultaneously pulling out his credit card…

Anaaaannnd PauLeeD lands on the homepage of a department store’s website, but the boots and the deal are nowhere to be found.

illustration depiciting the lack of continuity from eCommerce ads onto eCommerce websites

And he slides that card back into the wallet and tucks the wallet back into his pocket. PauLeeD knows ain’t nobody got time for that.

So, what just happened? That’s right, you just lost a new customer who was on the verge of making a purchase.

How’d you manage that? By killing his conversion momentum.

In fact, you created the conversion friction responsible for destroying his purchase intent in the first place. And you’re not alone – most businesses are doing this every day. Whether their audience is arriving through ads or from email – the transitional experience from wherever they’re arriving from and into the digital business isn’t coherent (or lucrative, for that matter).

So, what are you missing? According to some Psych 101 mumbo-jumbo, it boils down to a little process called ‘priming,’ which “refers to activating particular representations or associations in memory just before carrying out an action or task”.

The banana would likely capture their attention first, because the color yellow is subconsciously at the top of their mind.

Ok… thanks. How does this apply online?

Think of your ads and your emails as those ‘primers’. The destination of those primers, or your webpage, should have a similar effect as the color yellow from the above example. The content of your webpage should ring relevant with your audience simply because the ad or email they just clicked through primed them for it.

Let’s look at a primed scenario when PauLeeD clicks through an ad for puppy food.

illustrating a seamless experience from a product ad and onto the website

The lesson?

Anything with pugs will skyrocket conversions.

Continuity between your ads and your on-site messaging is critical.

Considering the majority of eCommerce traffic today is driven through paid media and email marketing, it’s up to you and your business to ensure you’re getting the most value for every ad campaign delivered and every email sent.

So, to sum up how you can replace disruptive experiences with revenue-driving ones: Take a look at where your visitors are coming from. What does their origin tell you about their interests? How can you take those interests and turn them into action, or more importantly, conversions?

Click here to unlock the rest of The Dirty Little Secret Behind Your Stagnant Business Growth & unlock the true revenue-driving potential of your valuable traffic. Unlock the guide >

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