Today, we’re going to discuss sale conversion rates and how you can achieve high sale conversion rates for your business.
I have a 95% discovery call conversion rate. So if a potential coaching client books a time to speak with me, I will assume they’re keen to get started.
And around 80% of people who DM me on Instagram about my programs also decide to work with me within 1-2 weeks of that first message.
Both of which are very high for my industry.
I often share this information with my coaching clients and am met with questions like what is sale conversion rate, how I can improve mine, and how I can use this information to inform my sales and content marketing strategy.
I will answer all of these questions for you today and use my business to illustrate how you can make seven quick and easy changes and see big results in your own business.
So, what are high sale conversion rates, and why are they important for your business?
A sale conversion rate is simply the percentage of potential clients or leads who buy something from you, such as purchasing your coaching program after having a discovery call with you.
And a high conversion rate means that more of your leads are purchasing.
You can work out your conversion rate by taking the number of actual sales, dividing it by the total number of leads and multiplying it by 100.
So to get the 90% conversion rate for my discovery calls, I calculated 9 sales /10 leads multiplied by 100 and got 90%.
High sale conversion rates are important for your business because they can help you increase your revenue and improve your overall marketing Return On Investment because you can see where potential clients are leaving your sales funnels.
So how can you improve your sale conversion rate?
Here are 7 things I did to support my coaching clients in the decision-making process and ensure my sales funnel was as smooth as it could be.
1. I made sure my website was easy to navigate and use
I have a button that allows my clients to book a discovery call with me at the top of my sales page so they don’t have to scroll down the bottom to take the next step. I added a button here because I know many of my clients view the sales page multiple times and use the sales page to book the call.
2. I create content that speaks to my client’s needs, desires and interests
My potential clients love quick tips and actionable advice, but they’re also human beings with lives outside of business. So I like to find ways to connect on a personal level too. Building relationships through talking about plants or my whippet Pacey has allowed me to sell in the DMs because people feel comfortable speaking with me in this space.
3. I use SEO and other visibility tools to attract the right people.
I’m currently in the process of improving my SEO as this is an area that I haven’t invested in for a few years. But I invest time in speaking on other people’s podcasts, having my writing featured in industry publications and being recommended as an expert in online directories. All these marketing activities build my credibility and encourage potential clients to connect with me.
4. I always add social proof to my sales conversations
My potential clients are more likely to trust and say yes to working with me when I share positive reviews, testimonials, and case studies across all my channels. I collect this information as part of my offboarding process and I regularly check in with past clients to see how they’re doing. I also offer a monetary gift to clients who recommend me to their peers as part of my referral strategy.
5. I’m continuously testing what content works best
Over the years, I’ve tried different sales tactics like asking people to complete a form to express their interest in working with me – they just DM’d me instead so I got rid of the form. I’ve tried different launch events from workshops to giveaways. And I A/B test different subject lines in my emails. I’m always tweaking and testing to ensure my sales and marketing tactics are converting as best as they can be.
6. I make the checkout process as easy as possible
I’ve adjusted my pricing and payment plan options over the years to give my clients options and allow them to make the best financial decisions for them. And I recently added Stripe as a payment gateway so I could give my clients the option to pay with a Credit Card or PayPal. Many of my clients ask their clients to make direct payments into their bank accounts, which is fine but in many cases, this slows down the process and can result in more default payments later on.
7. I offer personalised recommendations where possible
I often send personalised invitations to my workshops and programs via Instagram DMs ad this has been very effective at increasing sale conversions but also getting a better understanding of what offers are of interest to my potential clients. I also sometimes segment my email list and ask my subscribers to opt-in to offers that they want to know more about so I don’t burn out my community with information that isn’t relevant to them. Personalisation is something I’ll be exploring more soon.
So there you have it, the 7 actions I take in my business to improve my sale conversion rates.
If you feel like you’re putting all your time, energy, creativity and money into your content marketing and sales strategy but aren’t getting the cash, clients and opportunities you’d hoped, I recommend starting with the actions I’ve shared with you today.
If you’d like to make improvements to your content marketing and sales strategies but know you’d benefit from going through the process with someone, I created Ethical Content Marketing Series just for you.
It’s my 4-week 1:1 coaching program where I support you to use content to generate clients, cash, and opportunities in a sustainable way.
I’ve helped my BIPOC, LGBTQIA, neurodiverse, disabled, poor, fat and non-conforming clients create a plan that honours their humanity, supports them to work smarter, not harder and can be adapted as their business grows and changes.
You’ll learn your motivations for creating content so that you can claim your expertise and share ideas that resonate deeply with your clients.
Discover sales strategies to invite your dream clients to work with you without using fear-based messaging, unnecessary time pressures and making them feel like they are a problem to be ‘fixed.’
And you’ll establish your marketing minimum so you know what content you need to produce to fill your client roster without always being on and selling.
Head to the show notes to learn more and book your spot.
I can’t wait to support you in this way.
Thanks so much for tuning into today’s episode.
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