We hear the questions businesses ask: How do I increase my sales or leads? How do I get more traffic to my site? How do I get better search engine rankings? How do I get fewer customers to abandon their shopping carts? What do I do with all this data I’m getting from my analytics software?

These are important questions.

Ask a Bigger Question

What makes people buy? When you focus on this question, all the subsequent details fall much more easily into place. This is not a word game; it’s a change in perspective. Without a proper strategy, you can win every battle and still lose the war.

Tactics: The Unspoken Assumptions

Whenever businesses tackle optimization, site design or redesign, they start with a set of assumptions. Very often, these assumptions depend on a granular, detail-oriented view of the problem as the business sees it (from the perspective of the business, not the customer). Very often, the problem is couched in the language of “best practices”, a series of tactics. However, to paraphrase Sun Tzu, tactics applied without strategy are the noise before defeat.

Asking a “bigger question” broadens your view of your situation beyond the details; bigger questions often lead you to reevaluate your strategies, which in turn allows you to devise more effective tactics. The critical answers to these bigger questions—the answers that meet your specific needs—can only from you.

7 Online Marketing Challenges & How to Frame Them as Bigger Questions

Here’s a list of the top seven challenges clients put to us, with their variations. We reframe them through bigger questions to target the deeper issues that influence your marketing effectiveness.

1. “We need to reach more people.”

Sometimes you simply need to reach more people. You need to improve your search engine rankings; you need to add more keywords to your search engine marketing; you need to find new or more places to advertise; you need to grow your list; you need to advertise offline; you need viral marketing; you need to increase the number of links to your site; you need to add or modify an affiliate program, and other variations on this theme.

Bigger questions to explore and ask yourself:

• Are enough of the people coming to our website sufficiently satisfied with what we present that they buy, or does our presentation damage our reputation and create an impediment to buying?
• Are enough of the people who buy from us sufficiently delighted to purchase again, are we wasting resources by driving new traffic?
• Do we provide enough of the right information for people to return even when they are not ready to buy right now?
• Are we focused more on marketing to the search engines or marketing to the people who visit our site?

2. “We need to reach better people.”

Sometimes you simply need to reach better people. You need to target more appropriate publications; you need to select better keywords; you need to source better lists; you need to find more qualified buyers; you need to reach your competitor’s customers; you need to reach people when they are ready to buy; you need the right content to attract search engine traffic, and other variations on this theme.

Bigger questions to explore and ask yourself:

• If we reach those people, do we have relevant content for them when they are in the early, middle and late stages of their buying process?
• Is our offering so narrow that there are too few “better” people?
• Does the buyer only identify the need and buy on a very short time horizon, such that we need to find them before they have the need?
• Is the message we’ve been telling the “wrong” people strong enough for them to reach out and tell the “better” people?

3. “We need more resources.”

Sometimes you simply need more resources. You need more money; your need enough time; you need the right consultant; you need better-skilled people; you need the right talent; you need the right vendor; you need to justify your opportunity costs, and other variations on this theme.

Bigger questions to explore and ask yourself:

• Do our priorities and goals match our resource allocations?
• Do we commit our resources based on predicted rates of return?
• Do we hold people accountable for those returns when allocating new resources?
• If we don’t have the resources or time to do it correctly now, when will we have the resources or time; when, exactly, will we commit to do it?

4. “We need better testing and usability.”

Sometimes you simply need better testing and usability. You need to make it easy to buy from you; you need to make it easy for visitors to find what they are looking for; you need to make it easy to checkout; you need to get feedback from visitors; you need to set up tests and watch how visitors vote with their mice; you need to test to isolate which variables are most important to your visitors; you need to test to see which offers work best, and variations on this theme.

Bigger questions to explore and ask yourself:

• What motivates people to buy even when sites aren’t usability-friendly?
• If usability is the only critical factor, why haven’t conversion rates improved in any meaningful way over the last five years, when attention to usability has increased dramatically?
• What if what we’re testing is only what we can think of, but the problem lies in what we haven’t thought of yet; which variables are truly significant and which are not?
• How do we know that pages further up or down the click-stream don’t affect the test we are conducting on one page?
• Do our scientific tests include an hypothesis of the outcome, a theory for why we expect the outcome and a statistically meaningful sample size so we can validate or refute our hypothesis and learn from the results; can we apply that learning more broadly to other situations?
• Would different click-through paths for different audience segments give us a cumulatively higher conversion than the best average conversion?

5. “We need to redesign.”

Sometimes you simply need to redesign. You need to scrap what isn’t working for you; you need more persuasive copy; you need more persuasive or illustrative images; you need to refresh your company image; you need to update your technology; you’ve added so many pieces to the original design that you need to reconceive it, and variations on this theme.

Bigger questions to explore and ask yourself:

• Do we need a redesign or do we need to make what we have work?
• Why will the redesigned site better serve visitors?
• How, exactly, will the redesigned site better serve visitors?
• Why are the best-converting sites so often boring in their design?
• Will our redesign incorporate a scientific testing methodology that will allow us to optimize click-streams based on a prediction of how different audience segments will engage with the site?

6. “We need better metrics.”

Sometimes you simply need better metrics. You need to measure the impact on conversion of the elements on your website; you need a good web analytics program; you need to turn your data into wisdom so you can act upon it; you need to measure whether your predictions were correct; you need to identify what campaigns, keywords, elements and audience segments give you the best return on your investment, and variations on this theme.

Bigger questions to explore and ask yourself:

• How can we better implement the web analytics program we are currently; do we understand how the data we collect impacts our financial statements?
• Are our metrics based on the way we set up our website to sell or on our visitors’ buying cycles and buying modalities?
• Do our metrics help us refine our website to meet visitor expectations?
• Have we identified and planned an intentional path so that metrics can help us separate the signal from the noise or is our analysis an attempt to divine order from randomness?

7. “We need a better Conversion Rate.”

Sometimes you simply need a better conversion rate. You need a better return on investment on your traffic; you need to remove obstacles to conversion; you need to plug the holes in your leaky bucket; you need to reduce shopping cart abandonment; you need visitors to complete more lead generation forms; you need more business, and variations on this theme.

Bigger questions to explore and ask yourself:

• How does our conversion rate affect our advertising and promotional budget?
• If we could attract a drastically reduced audience that converts better, we’ve increased our conversion rate. Are we prepared to reduce our conversion rate if we can generate more sales at an acceptable return on investment?
• If what we are offering is good, what are all the potential reasons why someone wouldn’t convert today, in 30 days, in 60 days, etc.?
• What is the percentage of visitors we would expect to lose to each of our potential reasons?
• After identifying all the potential reasons why someone wouldn’t convert, if we can’t justify why our conversion rate is less than 20%, why would we set our goals so much lower than that?
• Is it possible that the strategy that helps you increase the average conversion rate isn’t the strategy that would produce the most overall sales or best results?
• Would different click-through paths for different audience segments give us a cumulatively higher conversion than the best average conversion?

Meeting your challenges

Time and again we have learned that the answers to these bigger questions, which depend on a critical appraisal and an intimate knowledge of the business, its marketplace, its audience and its objectives, make the difference when it comes to being successful online.

You can tackle these bigger questions yourself. Objectivity and being able to see outside the box that defines your current situation will best serve the quality of your answers.

What happens if you don’t want to rethink your challenges or to identify more effective marketing solutions? Things stay the same, and you never realize your potential.

What happens if you’re unsure how to, or can’t, rethink your challenges?

Well, that’s why we’re here!