The Details That Help Conversions Convert

Conversions are the spark that gives pipelines life.

When a pipeline effortlessly sends customers through the steps of the customer journey, everything feels so easy. 

But when things get clogged, it can feel impossible to get them moving again. 

This is what happens when your conversions fall off. Sooner or later, one of them gums up the works. 

The ninth question of our Customer Journey Assessment is targeted at figuring out and improving conversions. 

If you haven’t taken it yet, you can do that by clicking here! 

Question 9: Is there a detailed sales pipeline or onsite conversion path with clear data points throughout each step? 

Taking hold of your own conversion path is critical to the success of your business. 

And this is especially true for brands that rely on others to sell its products. 

Let’s talk about what we mean by conversions. 

A conversion isn’t always a sale. A person goes through several micro-conversions before they actually become your customer. 

Besides sales, conversions can be opt-ins, shares, email addresses, and even just time. 

Someone that spends time on your site, reading and watching your content, has already been converted, going from one step to the next. 

The transaction? The value of your content for a few minutes of their time. 

This is true when people read your emails and direct messages, like and share social posts, and when they read your ads. 

Consider that a sales pipeline has numerous, sometimes complicated, steps. Wouldn’t it be helpful (and valuable) to have specific data points that tell you which steps work and which ones need improvement? 

This might be even more important for brands that rely on affiliates and distributors to sell their goods and services. 

Affiliates and distributors are great at LEVERAGING the brand demand you already have. However, they do not create a lot of brand demand on their own. 

That’s still your job. 

Measuring and refining the steps of your sales pipeline can drastically change your bottom line at the end of the year. 

Data points can reveal hidden bottlenecks in your pipeline you wouldn’t have noticed otherwise. 

When one step performs much worse than the rest of your pipeline, you know exactly where to focus your efforts. 

When a brand figures out these obstacles and removes them, it positively impacts every following step, and you get a clearer picture of your current marketing strategy. 

To get the clearest picture possible, we recommend taking our free Customer Journey Assessment. It’ll help you see exactly where your current marketing efforts are and what areas need improvement first.