Your landing page is up with product pics proudly displayed. A beautiful “Buy Now” button is prominently featured on the page and users can get information on pricing, color selection, multiple product options, and more. You’re even succeeded in driving a small amount of traffic to your site.
There’s just one itty bitty problem: users aren’t buying. And you have no clue why. What the hell?! russell brunson – funnel builder secrets?
You beg friends, mentors, and forums for advice.
Lower your price.
The price is too low, raise it.
You have too many options on the homepage.
The wording on that page is confusing.
Use a different font for the header, it’s not easy to read.
The color isn’t professional.
…etc, until your head is spinning like a hungover coed on a Tilt-A-Whirl. Who is right? Where should I begin? Should I just pack it all in?
Simmer down, Beavis, we have a solution for you: funnels. No, not the type you used to do at college parties with uber-cheap beer and a very wet t-shirt.
We’re talking conversion funnels, sweetness.
The problem with most new muse sites is that you, the builder, have no idea what on each page causes users to leave for greener pastures. If you have your Unique Value Proposition (UVP,) pricing information, shipping data, and multiple product selections on a single page, how will you know which was the straw that broke your user’s back?
There’s an easy fix, however: create a conversion funnel that presents each product point on a different page. What does a funnel look like, you ask? A sample funnel might be:
homepage (containing your UVP) -> pricing page (pricing info only) -> shipping page (shipping options) -> order page (very simple order form) -> credit card form -> confirmation page
With a page flow like this, it’s easy as blueberry pie to determine which parts of your pitch suck like a Dyson. If most users drop out on your homepage, your UVP needs help or you have poorly qualified traffic. If users are bailing on your pricing page, you need to adjust your price substantially up or down. Etc.
Once your funnel is set up, create a Google Analytics “Goal” or KISSMetrics “Funnel” so you can track users’ progress through it. With even small amounts of traffic you’ll quickly be able to see where the largest percentage of your users are ditching.
Have a look at the offending page and formulate a hypothesis about what would make the page better – higher price; shorter, more emotional UVP; fewer (or no) shipping options, etc. Then split test your hypothesis by doing the following:
1) Create a second version of the page that contains your new UVP, pricing information, testimonials, etc.
2) Set up a split test experiment using Google Web Optimizer (if demand warrants it we’ll cover this in detail in a future post)
3) Monitor users’ progress through the split test
If the new version performs significantly better than the first, then your hypothesis is correct and you should go with the new version. If there is no change or it performs worse than the original page, you were wrong and it’s time to formulate a new hypothesis.
More often than not your hypotheses will have no effect whatsoever. Don’t be discouraged; this is part of the process of perfecting your Muse. Keep going.
Repeat this until you’ve maximized the conversion rate for your funnel, then shrink the funnel to as few pages as possible to make the purchase process faster and more user-friendly.
Some may argue that using a lengthy funnel will hurt your conversion rate because it increases the number of hoops that a user has to go through. However, this early in the Muse creation timeline it’s far more important to get data about how your sales process works than it is to blindly maximize conversions.
I’d rather have $50 in sales/day from a high-converting, well-understood sales process than $1,000/day from an opaque process. The former is easily scaled to (and beyond) the latter. The latter is extremely difficult to scale and can even drop to zero with any change to the site.