Every visitor comes to your site in their own personal “buying stage.”¬† The buying stage is a wide spectrum, but we generally break it into Early, Middle, and Late stages:
Sometimes, websites seem to be doing everything right, but the Key Performance Indicators (KPIs) just aren’t as high as everyone expects.¬†¬† Their sites are functional, accessible, usable, and intuitive.¬† Their look and feel is credible, and their content is high quality.¬† So why do their visitors not behave as we expect? Why do well-planned and well-executed scenarios (e.g. PPC ad, to landing page, to lead generating form, to thank you page) not always convert?
You guessed it: Buying Stage Schizophrenia.
Buying Stage Schizophrenia is when our selling process doesn’t jive with the visitor’s buying process.¬† It’s when our conversion funnel is designed for a buying stage that the visitor isn’t in.¬† Take a look at your site’s conversion funnel…it’s most likely designed for Late Stage buyers, right?¬† Take a look at one of your PPC campaigns…are you showing Early Stage keywords a Middle Stage ad that sends the visitor down a Late Stage funnel?¬† Poor visitor
The key point is to be aware that multiple buying stages are traversing your designed scenarios.¬† It’s fine if your funnel is fine-tuned to Late Stage buyers, but do you have easy navigation paths to let an Early or Middle stage visitor branch out and get more information?¬† It’s fine if your PPC landing pages are perfect for a Middle Stage searcher, but can an impatient Late Stage searcher “Buy Now”?
How do I identify buying stages to improve my scenarios?
A few ways, using basic analytics tools and skills, are:
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