4 Important Sales Funnel Metrics Issues All Business Owners Need to Know

Everything is going fine with your digital-offering business, until you realize your funnel isn’t performing as well as it should be. Sales have dropped and your analytics show obvious changes. What should you do next? The answer lies in your funnel metrics!

Funnel metrics tell all when it comes to the performance of your business. And even if your funnels have never failed you before, there comes a time in every business when you need to take things back to the drawing board and revise your plans.

Why Is it Important to Track Your Funnel Metrics? 

If you’re not already intimately familiar with your funnel metrics, that’s probably because you’ve never noticed an issue before. But understanding funnel analytics ensures you’re never caught off-guard or left bewildered by unexpected outcomes.

Everything is within your control and you can fix it! Let’s dive in deeper to understand why funnel tracking is necessary for your business.

You’ll Be Able to Spot Issues Early 

Understanding your funnel metrics helps you identify problems before they get out of control. Think of your funnel data like the numbers on your car dashboard. You want to recognize when the gauges are slightly off, even before the dreaded “bing,” if possible.

Familiarizing yourself with funnel metrics ensures you know where the problems are happening (and not just that something’s off). So you can swoop in and fix them without hesitation.

You Can Continuously Strengthen Your Sales Funnel 

When you understand your funnel metrics, not only can you rush in to repair problems with your sales funnel, you can optimize it. You have the ability to raise the performance bar and bring in more clients with a smoother journey from “clicks” to client.

But there are loads of funnel metrics to consider before you can effectively maximize your funnel results. Numbers only tell all if you’re reading them correctly. Sign up for Measure & Maximize to be completely sure. It never hurts to have additional eyes on your data!

Tracking Your Funnel Metrics Leads to Better Business Decisions

Following your funnel metrics helps you make more informed marketing and content decisions. You can identify the exact types of interactions your potential clients appreciate and ditch the strategies they don’t prefer.

Many digitally-based businesses use their KPIs (key performance indicators) like clues, rather than hard truths. When you realize that numbers don’t lie (and how to speak their language) you become empowered to make better choices.

4 Funnel Metrics Issues to Watch Out For in Your Data

Understanding funnel metrics is easier than you think! Start with these four common funnel issues so you can recognize and repair them when they come your way.

You’re Not Getting Enough Traffic 

How little is too little? It all boils down to your sales numbers. You should never disregard a drop in sales as “normal” or “to be expected.” Lower sales is a sure sign your funnel isn’t performing optimally.

To fix a sales dip, use your Google Analytics account to assess page views for each of your landing pages. Where is there a recent fluctuation in traffic? 

Trace the problem back from ill-performing landing pages to whatever sources are feeding into them:

  • Facebook ads
  • Social media
  • Organic search

Pay close attention to that content! Start your improvements at the source and watch your sales climb back up. Measure & Maximize will help you identify cast-net issues and patch up the holes. 

The Traffic You Are Getting Isn’t the Right Type 

Maybe the issue isn’t with the amount of website visitors, but the variety. Targeting issues are fairly ordinary in the business world. Your funnel metrics will reveal this type of problem when traffic is plentiful, but conversion rates are low.

You can improve them by checking your social media to ensure you aren’t being too vague with your branding. Take the time to build up your ideal client persona and put yourself in their shoes. Does your marketing actually speak to the right people?

You’re Seeing Really Low Conversion Rates

Another reason you may see low conversion rates is trouble with your landing page. Let’s say your traffic is good and your audience is ideal, but not enough candidates are opting in for your digital offerings.

You’ll want to focus on optimizing your landing pages: Check your loading speed on Google Analytics and make sure it isn’t too slow. Ensure that your pages are mobile-responsive, well-designed, and well-written.

Imagine how you feel whenever you’re about to make a purchase with a new brand and the sales page acts up. It’s infuriating! Your clients feel similar frustration and are more likely to click away from your business when landing-page issues arise.

Your Revenue Is Too Low

If your revenue isn’t justifying the cost of how much it takes to make a sale, you could consider adding an upsell or downsell into your funnel to secure additional revenue outside of your main offer. “Click here to double your order” or “get this subscription for half off” does wonders to boost revenue.

You can also add value to your offer or restructure it to justify a price increase. For example, a self-guided course can turn into a 4-week coaching program to bring in more revenue.

Think educational opportunities, bonus products, or features to bring in more money. Get more juice from the squeeze!

Become better acquainted with your funnel metrics to improve your business and avoid extended (mysterious) problems with your sales. Numbers reveal all if you know how to interpret them! 

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