72 hours down the drain, and with a potential downside (lost income) in the tens of thousands!
I just left a client’s place, and I think this is one of the first times I may have gone a bit overboard.
They were going on and on about the dozen or so new web pages they spent several 12 hour days working on. Admittedly, they were beautiful.
Totally revamped, modern, sharp, and made to pull like crazy. In the marketing world, they were perfect.
I said, “Those look amazing! Can I see your stats?”
“Huh?” He replied.
“Your website statistics, pull them up.”
One quick look at them told me all I needed to know, and I lost it.
I continued on for what felt like a 30 minute dialogue of me poo-pooing all over his hopes and dreams.
Here’s the thing… guys… you should know this… and don’t ever forget it…
NUMBERS DON’T LIE.
His stats told me all I needed to know.
61% of his visitors went to the home page.
38% went to his next 4 most popular pages
And 1% was spread thin across all others.
And the pages he spent hours perfecting were not in the 61%, or the 38%… they were spread in the 1%.
That’s called focusing on the MINORS.
If you’re going to make it in this big business world, if you’re going to be the master of your schedule, you need to learn to focus on the MAJORS.
What’s going to have the greatest return?
What’s going to have the most impact?
How’s that pulling?
OPTIMIZE—you don’t always need to recreate.
And to be clear, those 3 or 4 top pages were all it took to get them to opt in and give him their contact info.
He was averaging 800 hits a month, and 250 opt ins.
That’s pretty darn good!
So the question isn’t how can you improve other non important pages…
It’s how can you get more of the 800 to opt in.
And then how can you get more of the opt ins to actually buy.
THOSE are priorities.
That’s where the money is.
That’s where the opportunity lies.
That’s where you’ve got untold fortunes lying in your business.
That’s how you run a business.
Not trying to make pages with 0.0005% hit rate work better.
So long story short, after my long speech about metrics and focus, he wrote me a check and said, “Work your magic.”
Easy. Look at the numbers and optimize every step of the way. If I can get even a 5% improvement at every step, boy, he’s laughing all the way to the bank.
And now I have to run to my next meeting.
Just wanted to share 🙂
CEO RYS Group