What Google Analytics Won’t Show You:
The Reasons Why Customers Don’t Buy
I got a note from a client who said that she wanted to buy our product, but that certain things on the website made her unsure. So to put this in perspective, she was looking at our website at 5000bc (which is a membership site). And she said:
1) I found a spelling error on your front page.
2) The screen shot of the forum is from 2007. That doesn’t tell me how active the forum is right now.
Now normally you’d look at your stats in Google Analytics and see a bounce rate. Customer enters. Customer leaves. And you’d think, ooh, my keywords are not working or my CPV (cost per visitor) or RPV (revenue per visitor) sucks. And all that yada, yada will circulate in your brain for no reason.
But you can’t see the reason why the customer is shying away from the purchase, can you?
She didn’t have a problem with the product.
She had the money to buy the product.
She was on the tipping point and something stopped her.
It was the tiny little glitches that Google Analytics can never catch.
And these little glitches are called ‘objections.’ Yes you’ll roll your eyes, because it’s more than likely that you know all about ‘objections’.
But there’s a massive difference between knowing and doing (For example, someone who’s fussy about grammar may notice that in the previous lines I put the period before the quotation mark. And then shortly after I put it after the quotation mark).
These are objections. And objections are distractions.
And distractions do their job: They distract.
There are things on your site that your clients see that distract them from buying. And there are things on your site that clients ‘don’t see’ that distract them from buying.
And while you can depend on any analytics software for several issues, all the software is doing is giving you is data. It’s not telling you what’s going on in the head of the client. It’s not telling you why the client won’t buy.
Ugh comes to mind, doesn’t it?
Ugh: As in, yes you and I are probably measuring correctly what’s happening from an analytics point of view, but ignoring the issues. And the issues are the distractions and objections.
So what’s a business to do?
View the full article at: (Reprinted with permission.)
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Article written by Sean D’Souza.
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