The Official Get Rich Guide to Information Marketing by Dan S. Kennedy

Author:Dan S. Kennedy
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2011-03-09T16:00:00+00:00

Chapter 7

King Perseverance

Doubling Your Internet Sales Through Follow-Up

AS GOOD AS KING PRESENTATION AND KING CONSUMMATION ARE at what they do, they only succeed in bringing a few wanderers to the completion of their quests on the first attempt. The majority of visitors, even those who hear everything the kings have to say, leave the kingdom without doing anything.

The kingdom would not survive if it weren’t for the efforts of King Perseverance, who follows those wanderers into the wilderness and convinces them to return to the kingdom.

To maximize your sales, you must follow the example of King Perseverance and follow up with everyone who opts in on your landing page. Follow-up can make the difference between a booming business and one that barely scrapes along.

To understand the importance of following up, you have to accept two basic facts.

First, you have to accept that most of your website visitors will click away without making a purchase on their first visit. You may convert 1 or 2 percent of your visitors right away, but even that is more than most businesses can hope for. The majority of internet merchants measure their conversion rates in fractions of 1 percent.

The second fact is that many of those visitors are still interested in your product or service, even though they didn’t buy anything the first time around. People click away from your website for all sorts of reasons. They may not know exactly what they’re looking for. They may want to look at your competitors. They may not have the money to make a purchase right away. They may have had to let someone else use the computer for a minute. They may have realized that they’re missing a big game on TV. They may have stepped on their surge protector and turned off the computer by mistake.

And yes, some of them may simply have no interest in what you’re selling. Still, you’d be crazy to let those uninterested visitors discourage you from following up with all those who might still turn into customers. Most of your visitors got to your website because they were looking for your type of product and service. If you play your cards right, you’ll be able to get many of them back for a second visit.

How much difference does follow-up make? Take a look at Figure 7-1, which shows the number of sales generated by a client’s website and the number of days that passed after each customer’s initial visit.

The numbers speak for themselves. Twenty-one people made their purchases on the day of their first visit (that’s day zero on the chart). Twenty-two made their purchases during the week that followed.

As you can see, most of the additional sales come in the first few days. Six customers made a purchase the day after their first visit, five of them came back to do it on the third day and so on. The numbers trail off a little bit each day, then spike back up to four on the last day because this campaign included a “last chance” offer in the seventh e-mail.

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