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without making a purchase, and that’s being generous. Conversion rates of one or two per cent are actually very common. This begs the following questions:
• Where are the 96 per cent going? • Who are the four per cent?
• How did the four per cent reach your website?
• What did the four per cent do on your website?
DIGGING INTO THE 96 PER CENT We had all this data; we knew that some sites were doing very well, but what were they doing differently? Were there similarities between all the good websites, or were they all growing for different reasons? Even if we found something in the data, would it help?
The trouble was, we needed to look at the data from 80 sites and pull it all into Excel. To look at everything was going to take time, and we already had a full time job running a company, working weekends and looking after young families. When were we going to find a clear two weeks, or even longer, to do the work? Also, there was no guarantee anything was going to come out of this work. So nobody was rooting for us to do it—quite the opposite. We still needed to do all the SEO work, which was still our biggest breadwinner.
It came down to a tough decision. We could drop all our SEO clients and lose 75 per cent of our marketing revenue to do the benchmarking study and hope something came out of it, or we could just continue as normal.
In my mind, SEO, at that particular time, was dead. Our minds were already made up. We dropped all our SEO clients. There was no turning back now—we needed to deliver something good!
However, after stressing out for months from gruelling research, we came up with nothing.
“We benchmarked every statistic we could get our hands on.
After some work and a good deal of research, we started to recognise the key stats that mattered.”
We started losing hope; we just couldn’t see why some clients were scaling and other clients were having stagnant growth at best. We just couldn’t work it out. We had a crisis call where we were going to pull the plug on the research project. We’d spent over 300 hours poring through client statistics. We needed to have one last look at the high growth clients
...then ... we saw something magical. There was a consistent pattern.
After all of this painstaking work, we finally had our light bulb ‘Eureka!’ moment. It made all the difference in the success of our clients, and we’re going to share this information with you.
don’t miss the next issue... for THE WAY FORWARD
homeofdirectcommerce.com | Direct Commerce 49
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