When an online business isn’t getting the response you hoped for, it’s tempting to change everything or look for more traffic.
But the problem might be further along the journey. People may be visiting your page without signing up, joining your email list without clicking, or clicking through without finding an offer that suits them.
A simple way to investigate is to look at each step separately. (more…)
You check your results and see that people are clicking.
For a moment, that feels encouraging. Someone noticed your content. Someone followed your link.
But the sign-ups or sales you hoped for still aren’t happening.
So you change the headline. Move the button. Replace the image. Perhaps rewrite the whole page.
Then you wait again, without knowing whether you improved anything.
How do you find out what helps people take the next step without rebuilding everything or paying for more traffic?
You finally get your website looking respectable.
The colours match. The images fit. The pages are written. After all those frustrating evenings, you have something you feel comfortable showing people.
Then you wait.
A few visitors arrive. Perhaps someone likes a post. But the enquiries, subscribers or sales you hoped for don’t follow.
And a familiar worry returns:
“Have I spent all this time building something that nobody is going to use?”