It is likely you won't take the time to solely digest this article; and there inlies the common issue for most struggling businesses ... FOCUS!
Today, I found myself helping a Business Owner by having to deliver some hard truths ... the reason for your business struggles is: "your inability to apply & commit" - fortunately they're hearing me out, though I'm sure it's hard for them to hear and accept what I'm saying.
It's a common story in marketing, that to get good or great results you have to know who to target, what to action, where and how - Once you know the answers to this you have to er ... action them!
After months of helping an American Retail Business, I still find myself chasing them, trying to get them to action what I've taught them and to use what I've put-in-place for them.
Lacking clarity with much of their business, this store owner has monthly overheads of $3,000+ - YES, that's 'PER MONTH' and before any profit or personal income can be made !
LOGGING FOOTFALL inc.BARRIERS TO SALE
We've discussed so many metrics and Sales activities, however, we're now looking at Logging Visitor numbers each day with a focus on knowing why each one didn't lead to a sale.
Despite the $100's shelled out on various softwares, they don't know their visitor DAILY FACTS:
- How many visit during what hours of the day?
- How much do they spend?
- What demographic are they? what were they seeking?
- What were the problems that lead to them leaving without buying.
WHAT WE DID - HOW TO TRACK FOOTFALL aka.FOOT TRAFFIC
In a nutshell... you can use a Web Form - as I've produced for this Client and others before them.
I've built a Web Form which automajically writes to a Spreadsheet and that spreadsheet even includes a Dashboard Visualisation which allows the Business Owner to see at a Glance where the problems lay along with any trends in the day-to-day visitor scenario.
I call it a "Visitor Log Form". Here's what I did:
- I spent much time (several hours) researching the best metrics to collect.
- From automated Date & Time stamp to pre-populated fields like: Visit Duration, Estimated-Age and more.
- The form also includes fields that collects insights for Barriers to Sale (why there wasn't a Sale), Ideas & Improvements fields and more!!
- I spent much time (hours) ensuring the Form is: Fast, Simple yet Insightful.
- via well-thought-out questions & with rapid, multiple choice, pre-thought-out Answers
- From automated Date & Time stamps, pre-populated fields like: Visit Duration, Estimated-Age and more. A Barriers to Sale field (why there wasn't a Sale), Ideas/Improvements field and more!!
- It's all collated into an Online Google Spreadsheet.
The Client loves the form! BUT... they don't use the form as much as I've asked them to, 30% of the day gets recorded. It's not because our Form is difficult (several questions taking max.20 - 40seconds), it's because as with all of us Business Owners we take tangents (aka.Phonecalls, Life Events), we lose focus, we lack consistency (Staff Training) etc.
A FIX FOR THE FIX - PRODUCE A CUSTOMER SURVEY FORM
In the likely event you are like my Client ie.You suffer the same 'Inability to Apply' (that is, you're not using the Form enough), then: get your Visitor to do it - but it requires a different form suitable for Visitors eyes!
Produce the Visitor Survey Form (as we have) + Batch purchase a reward (eg.Candy bars), tell EACH visitor that they get a Candy Bar reward in exchange for filling-in a simple Visitor Survey Form (the separate Form intended for Customer Use, rather than the Log Form mentioned above intended for Staff use).
IN CONCLUSION: The Takeaway for you - The Business Owner / Decision Maker
Regardless of what you think you know, or what facilities or systems you've put in place, you have to use them! Don't be like the majority of Businesses: Struggling due to lack of action!
If you're interested in my Visitor Tracking Form (Visitor Log for Staff + Survey Form for Visitors), I can produce both for you and linked Spreadsheets for you for a relatively Small Fee (nowhere near the price of Softwares out there). By all means contact me and I'll be glad to help you.
Director, Marketing and Business Advice
00 +44 844 824 61 51
ABOUT STEVE WALTERS:
A consultant in WebTech, Marketing and Business Advice since 1995. Running my own UK based Consultancy since 2008. I help companies of all sizes and shapes: from 1-man-bands to Multi-Million turnover companies on the London Stock Exchange, most of my Clients are in England, some in the USA and a handful locally in Swansea, South Wales. I love helping people, I excel at innovation and creative problem solving and I don't mind tech too much.