Boost Your Hospitality Business with More Sales Online for Hospitality

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if you're a small business and you need to generate more leads and sales from your website then in this video I'm going to show you a process that you can use to do exactly that any visitor to your website needs to go through a very specific process in order to become a leader of sale so in this video we're going to outline what that process is I'm going to show you tips on how to optimize each stage so the first stage obviously is to get traffic to your website nothing happens without people being on your website so we're gonna look at some different ways to get traffic once that traffic is on your site those visitors need to convert into leads or sales this is known as conversion rate optimisation and the process of increasing the number of visitors that turn into those leads or sales if you're a company that sells services for example your website is probably a lead generation tool so in that case your equation is website with traffic then you're converting that traffic into a lead and then your sales team is following up with that person then turning them into a sale so in this video we're gonna look at traffic we're gonna look at conversion and we're also gonna look at what you can do to increase the number of those leads that you're turning into sales as well so starting with traffic then because everything begins with a visitor landing on your website if you need to increase sales then you can increase your traffic now there are hundreds of different ways to get more traffic to your site but broadly all traffic sources fall into two categories either it's paid traffic so for example Google Ad traffic or LinkedIn ads or Facebook ads or YouTube ads where you're actually paying for somebody to click on one of your ads and come to your website that's paid traffic or it's organic traffic and organic traffic is traffic that you don't directly pay for but you pay with your energy to make your website visible in these areas for example getting your website ranked on Google now getting your site ranked in Google's organic listings doesn't directly cost money you're not spending money to get there but what you do have to do is put in a huge amount of time and energy to show Google that your site is an authority and you might be paying an agency like exposure ninja to do that so you're not paying for the direct result but you're paying the work that goes into getting that organic result in a similar way organic social media visibility so if you've got a large following on Facebook or Instagram or LinkedIn or Twitter you've paid with energy or you've paid an agency to build that following for you so when you're getting traffic from Facebook to your website if you've got a large following you're not paying per click but you've paid with all the time that you've invested to get that profile to that stage where it has that audience so those are the main two sources of traffic now if you need sales quickly then paid traffic is the best way to do this because unlike with organic channels you don't have to build up visibility over time soon as you turn on the ads you're going to be getting traffic through to your website now within paid traffic we have two different types of advertising we can do intent advertising or we can do interruption advertising the most relevant type for your business will depend on what you sell and who you sell to so let's say for example that your business sells something to people that know they need that thing now if that's the case your visitors are typically going to be on Google let's say for example that you sell video microphones if I search Google for video microphones or rode videomic which is the name of this product that shows that I have intent to purchase or intend to you know look at these products so if you're selling something that people know they need for example you're a locksmith somebody knows that they need a locksmith so they're going onto Google and they're typing in locksmith Nottingham or whatever then Google and search engines are really good advertising channel for you if you're selling something instead that is more of an interruption or impulse purchase let's say for example clothing now I might know that I need a new jumper but also at the same time if I'm just looking through Facebook and I see a nice jumper oh my go you know that looks all right click it buy it I'm unlikely to buy something like that from an impulse I might because that's a very specific thing to do a very specific job where is a new phone case or like makeup remover not me personally most of the time or you know something that's more of an impulse purchase would typically be a stronger interruption advertising target so interruption advertising is through things like Facebook Ads LinkedIn ads youtubers where you're interrupting people as they're looking at whatever social network they're on and you show them something with the goal of getting that impulse purchase and getting them through to buy so you can imagine that if you're a locksmith Google is going to be much better for you because people are gonna be typing in locks with Nottingham then Facebook because if I'm locked out of my house the last thing I'm doing is going on Facebook and just hoping praying to the gods of Facebook Oh Zak up there last thing I'm doing is scrolling through hoping that I just see an ad for a locksmith it's not gonna happen so understand first of all whether you're intent based advertising or interruption based advertising is gonna work the best for you and lots of businesses will have a bit of both but they'll be predominantly one or the other now organic traffic on the other hand is a slower burn so you've got to build visibility whether it's on Google or whether it's on social media this takes time it takes energy and it takes money if you're paying an agency to do but the results long-term can be much much more significant than paid traffic sources for example all of our most successful clients without fail have a very large component of their traffic coming from organic search for example because that traffic is very well qualified it has high commercial intent and it tends to convert better so organic search is something that you've got to put some time into getting that visibility but once you have that visibility it can be the most profitable traffic not least because you're not paying for every single click like you will be with paid advertising so the first thing to do for you need more sales to your website is look at how much traffic you're getting and to make sure that you're picking up qualified traffic either from PPC from paid advertising or through organic sources step 2 in the process is to look at how many of your visitors your website is converting into leads or sales this is known as conversion rate optimisation so there are a few different ways that you can convert more of your visitors into leads or sales and we're going to look at some ecommerce examples first although all your lead generation business is out there you can learn a ton of lessons from these examples too because all of us are selling to humans so you can see on this example on the M&M direct site they've got this little box in the bottom right hand corner which just pops up and asks for people's emails in order for some offers so what they're really looking to do here is to capture that traffic that maybe isn't ready to purchase now or it's just browsing around the site get them on the email list and then once they're on the email list they can pound them relentlessly with emails to make them buy great way of capturing more leads through the site and not just making your site a pure e-commerce site and you can see here on the view cinema site how they're using a sense of urgency so by having a little countdown clock at the top of the page ticking down for when people's tickets are going to be re-released out of their baskets they're encouraging people to take action now by giving them a deadline we see this on hotel sites as well for example where you see you know four rooms left at this price and you think oh my god well there's four rooms left at this price until they release more inventory but whatever it makes us buy because there's this sense of urgency on the Iceland site here you've got this purchase incentive free next day delivery when you spend 35 pounds online so this serves two purposes firstly it increases conversion rates because nobody likes paying for delivery we've been conditioned repeatedly that delivery should be free and fast anyway so any paid delivery feels like a punishment we'd rather pay for products and delivery the second thing though it does is increase average order value because what happens is when you've got 25 pounds worth of product in your basket and you say oh if I spend another 10 pounds I get free delivery well I might be paying five pounds for delivery at the moment so really that ten pounds worth of product only cost me five pounds then you increase your basket value to get over that threshold so this can be a great way to increase average order value on your site what you need to do is work out what your average order value is and then set your free delivery threshold just slightly above that to encourage people to add that one more thing to their basket in this example the super drug site offers a hundred percent happiness money-back guarantee so this is a really key principle that applies to ecommerce sites and generation size and that is that you want to remove as much of the perceived risk in your audience's mind as possible so in the case of e-commerce businesses people can be a little bit cautious about buying things online if for example they're unable to try them on first or they've not tried out that thing before all they're worried about making a mistake for example you'll notice how ASOS and companies like that have used their returns policy as really a USP of their business they make requesting a return really really straightforward and easy and that lowers the perceived risk in the shoppers mind because when they're browsing on the a saw site they can add a whole bunch of different products to their basket not being too concerned about whether they're right or not because they'll try them on and they'll send them back if they don't need them so as long as that returns percentages built into your business it can be a great way to encourage people to shop with you knowing that if it all goes wrong they can send that thing back anyway in another example that applies just as much to lead generation businesses as e-commerce we'll see here on the real food site how they show you customer testimonials really prominently and in this case they're using Trustpilot which I happen to think is one of the world's biggest scams on the moment anyway people still trust Trustpilot so that's awesome and you can see Lee know just by adding these reviews or adding a little average star rating again you're removing the perceived risk from people because they're thinking okay what other people have made this decision and they're happy with that decision so therefore there's that social proof element there now if you're a lead generation business you can use these exact same principles for your site so for example having some kind of newsletter pop-up if you position that newsletter effectively by offering a free downloadable guide or free consultation something higher value than just newsletter because that has zero potential value can be a great way of building an email list of people who maybe aren't ready to do business with you aren't ready to actually make an inquiry yet but might be interested at some point in the future these trust signals and showing the star ratings apply just as much to ecommerce businesses as lead generation businesses so if you need more sales now then consider adding wherever you're asking people to trust you like by your contact for consider putting a reason for people to trust you like an average star rating so when we're asking for their trust we're giving them a reason to trust us at the same time if you're a service company you can tap into urgency or scarcity so we worked on a dating agency site and we wanted to increase the number of leads at this dating agency was getting there actually getting zero leads from their website so it wasn't too hard and what we did is we actually made a take away sale so we said this dating agency is so exclusive you're probably not going to be accepted but if you want to have a go then feel free you can apply here and the conversion rate went from 0% to 12% now we didn't actually change anything about the offering they already had this kind of application process we just kind of repositioned a bit and used it as a take away sale to imply urgency and scarcity and the conversion rate increase because now people you know everyone wants to be a member of the club that they own except them now maybe your site's getting a lot of traffic already and you have a lot of these conversion elements already in play what can you do if people just still aren't converting well the first thing that you can do is look at simplifying at your sales journey so if you're an e-commerce business this will be things like making sure that you have a one-page checkout or you have condensed your checkout into as few steps as possible making sure you're not forcing people to sign up for something before they can checkout so making it as fast and easy for people to put their credit card information into your website as possible you might also look at adding different payment options things like Apple pay Google pay Amazon pay or PayPal where people don't actually have to have their credit card detail to hand in order to buy from you they can just tap the side of their phone or scan their thumbprint and they can make that purchase that way remember we're trying to remove friction which one I allow people to go down this we call it a slippery slope down to into your business right we want to make that slope as slippery as possible and as compelling as possible and forcing them to jump through hoops like go and find their credit card and type in the number onto your page real pain no one's got time for that these days so offer additional payment options if you're a lead generation business the sales process and simplifying it is about giving people a very clear very logical next step to take on your website so for example on the exposure ninja website where we're looking to generate leads for a digital marketing agency we run a free website and marketing review where you fill in your details and you request a free review from us and we'll create this video which shows you how to improve the number of leads and sales through your website and then we'll offer you our services if we think that's relevant so by doing that and by offering something that valuable free of charge we increase the number of people that are requesting that from us if we just said contact us if you need some digital marketing we generate very very few leads but by offering this sort of offering we can push our conversion rate much higher and generate many more leads for the same amount of traffic so think about what can you offer to your website visitors that's really compelling and it's going to get them excited about giving their details to you compelling of any of these but I have to be honest one thing that you might want to do is revisit your product and pricing strategy we often send websites to review where the owner has actually implemented a lot of the conversion optimization stuff they're driving traffic to the site and it's not converting and their question is what technically are we doing wrong well we look at all the technical stuff and say actually you're not doing too much wrong the main problem is that your pricing is way too high for the quality of product that you're offering and you've got absolutely no brand recognition in the market so why would anybody buy from you and however good your digital marketing is you can't disobey the golden rules of business and that is the price that you charge needs to reflect the value that you're providing to the customer so if you're for example a luxury startup well you're not gonna be able to charge Gucci prices until you have a Gucci brand right and that takes a lot of time and energy to build I had a DM on Instagram from someone last night who they've created this store and they're saying why are we making sales but I looked on the site and their products are exactly the same price as competitors but the competitors are much better now and actually these products can be available from loads of other stores that you would have heard of stores like Amazon so why would anybody buy from this side that's just selling me two products at me two prices but without the brand recognition it makes no sense so either you have to be cheaper you have have lower margins because you're selling the same but you don't have as high perceived value because no one's ever heard of your business all you need to find some other way to add value to the customer for example putting them in a subscription club which means that they get this product recurring because it's a like a consumable product which makes it really easy for them so now you have a reason to stand out and you have the ability to you know stand up in that market and say right we deserve to be here this is what we're all about so consider if you're driving traffic you're not getting conversions and there's nothing technically wrong with that process it might be a case that you need to look at your products and pricing strategy if in doubt request the free review from exposure ninja at exposure ninja comm forward slash review and we'll take a look for you and be very honest if you're an e-commerce like one really quick win to increase your conversion rate is to use better product imagery now here we are on the best made Co website a big fan of this site love their product imagery and descriptions have a look at the quality of the imagery here that they're using to sell on ax this is an e-commerce master class and it needs to be because this is potentially a three hundred and forty eight dollar arcs so I can see the handle in Nice detail I can see the the head I can see more handle I can see that axe head sheath that's covered I can see lots of different handle styles I feel like I've got a pretty good idea of what this axe looks like all in really high resolution product photos as well we can see the engraving we can see the logo being applied you know this is a really high quality product imagery when we're selling a product online we've really got to try to replicate the in person buying experience as much as we can so if I was in a store looking at this axe I'd be picking it up turning it round looking feeling all the textures that's quite an immersive experience so on a website we need to try and replicate that experience as much as possible every day with certain sites to review where people have got an expensive product a high quality product and there's one grainy little image and they're expecting people to buy based on that look at how much work they're going into to sell these axes then we've got a lot of story about it we've even got a video showing the axe it's box so you know exactly what you're getting and exactly how it works this is a really good model to you and it's all about giving people as much of an immersive experience as possible on the product pages if you're selling a jacket for example don't just show you the jacket on someone because that only gives them one dimension show it on some on show from the side show it on a hanger show the details show what's inside the lining show the stitching show the pockets all of the things that someone will be looking at if they were holding that product in front of them if we can replicate that experience on the website we stand a much better chance of converting that visitor and my final tip for converting visitors is to make sure that your messaging is consistent across your site so your brand's tone of voice is the words and the style of the writing that you use lots of people make the mistake of thinking that the website needs to be this corporate speak very traditional formal event well actually people buy from people and even super serious solicitors and accountants and real professional people like that do appreciate a fun and interesting brand if that's relevant for you now obviously if you're selling some kind of safety products you don't want to be joking and having memes all over the place but having a personality and making sure that personality comes across on the website is a great way to stand out and I really would encourage you to consider being a little bit more yourself on your website rather than just going for this boring corporate generic speak that everybody else seems to be using all right so you've generated a lead and now if you're a service business you've got to then follow up with that lead in order to turn them into a sale so whilst this isn't a sales training video there are a couple of things that we've noticed from working with our most successful clients in this area that you can do to increase the likelihood of that lead turning into a sale the first key is speed you've got to get in contact with that lead as quickly as possible because you can imagine that that person might have put their email and their phone number into five or ten different sites for people offering what you offer so you need to be the first on that phone or in that email inbox to reach out to them if you've got people filling in your forms overnight it's a good idea to just send an automated email to them saying thank you we'll pick this during our opening hours just so that they know the thing has worked what we're trying to do is get them to tick off that task in their head along the same sort of lines having a live chat on your website can be a great way to engage people that just have a quick question and might end up becoming leads if you can service them through the live chat we also love a service called live call you can find it a live call dot IO so it's almost like the website is calling the prospect and it's super cool so for a lot of our lead generation clients we run life call and we've seen it do as much as double conversion rates because it's just a really fast way for people to get a call and there's something lazy about people where they don't even click the phone number they'd rather just click a little button and have someone call them back at their own convenience so check out live called dot IO is a nice quick way to get some more leads from the site so I hope you found this video useful don't forget to click the like button below and click Subscribe in the little bell icon to be notified when we post more videos and if you want some help with your local visibility then you can go to exposure ninja comm and request a free digital marketing review what will happen in this review is we'll put together a 15 minute video showing you how to improve your local visibility and get more leads and sales from local clients it's completely free service there's no obligation to use our digital marketing services although of course if we think that we can help we will let you know and it's genuinely awesome so go to exposure ninja com what forward slash review to request your FREE review video today until the next one see you soon