Question

Topic: E-Marketing

Time On Site Down, # Of Page Visits Down, Sales Up

Posted by marketingprofs-marketing on 8/24/2016 at 6:21 PM ET 125 Points
Over the past 12 months the following KPI's have changed for us:

Time on site: Down to under 2 minutes.
# of pages visited: Down to under 2 pages.
% of purchasers who purchase on first visit: 70%
# of purchases: Up 16%

To summarize, more new people are coming to the site, they're going straight to the checkout, and buying very quickly. Google organic search is our biggest source of traffic, and direct entry is the second biggest.

What's the problem?

It appears that these people have already decided what they want to buy, before they even get to our site. And quickly decide that our offerings are what they want. GOOD

However, I'm not sure what "knobs to turn up" to increase sales. If people are spending so little time on our site, and still buying, how do I add value (via content etc) to convince people to do business with us? It seems like the lead nurturing time is almost non-exisitent.


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RESPONSES

  • Posted by Gary Bloomer on 8/24/2016 at 7:54 PM Accepted
    Pre- and post transactional offers: more of the same for less; cross sells; affiliate sells, other kinds of upsells. Buy three, get one free; gift with purchase; frequent buyer club options; limited life span discount coupons valid for 14 or 30 days. Are you collecting names and e-mail addresses? If so, send related offers over time.
  • Posted by Jay Hamilton-Roth on 8/25/2016 at 7:53 AM Accepted
    What about the # of visitors - has that increased -or- do you now have regular repeat customers?
  • Posted by marketingprofs-marketing on 8/25/2016 at 11:21 AM Author
    Thank you for the great responses! In answer to some of your previous questions:

    1. We are a subscription-based SAAS company.

    2. New visitors are up as are repeat customers.

    3. The service that we provide has very little opportunity for cross-selling or upselling.

    4. For almost 100 of our top keywords, we are in the top 3 google search results consistently. I've optimized the SERPs to make sure they convert as well as possible.

    5. For people who come to our page from another page, we track the referring sources. The biggest source of referral traffic we get are from technical forums. Also, we just hired someone to craft additional organic content on those technical forums, to increase the number of people coming from them to our site.

    6. We are in the process of customizing our website so that our 4 main buyer types each have a unique experience customized to their specific buyer-type needs. The goal is to increase the # of conversions due to their highly personalized experience.

    7. I do have Google alerts going for when someone mentions us, but to be honest, I haven't reviewed that much lately. Thanks for the reminder. :-)

    8. We have not created any whitepapers or educational content for people to download and review for the remaining 30% of our purchasers who purchase 12-90+ days after their first visit. I need to do this I think.


    Does anyone have any additional suggestions?
  • Posted by neila345 on 9/5/2016 at 7:23 PM Member
    Don't look a gift horse in the mouth. You've got a great problem to have! Awesome. :-)
  • Posted by Shelley Ryan on 10/28/2016 at 5:20 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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