Are You Also Focusing on The Wrong Goal?

Possibly, you're focusing on the wrong type of goal by habit.

I have done so, and I know of many others who did.

The principle to follow is:

Focus on the conversion

What does that mean?

Why does that help you?

And how can you get that?

Let's clear all of this up here:

Let's say you want to sell more of your great offer online.

You come up with the handy idea to use a little funnel to get your stuff sold.

People should see an ad, come to an opt-in landing page, then get a series of marketing-emails to finally land on your sales landing page and go from that one straight to your order page and become clients so that all live happily ever after.

Here's a picture of how such a funnel would look:

[Image of the funnel]

Coming from that, you start to plan for the action.

So your plan looks something like this:

Make Ad

Make Opt-In Landing Page

Make Autoresponder E-Mails

Make Sales Landing Page

Make Order page

Right?

WRONG!

Very WRONG!

To illustrate the wrongness, let's assume you manage to get a checkmark behind each of the planned deliverables.

You can easily come to a situation where you have done everything you have planned for, only to FAIL miserably.

You can have your ad, the landing pages and the email messages set up but not make any sale.

Furthermore, you've done everything you've planned for, but don't get the result you wanted.

What's happening here?

You have aimed for the wrong target, THAT's what's happening.

To illustrate this, let's look again at the picture of our funnel.

This time, I will add the conversions in-between:

[Picture including the conversions]

Now, coming from that picture you start to plan your action again.

Your plan would look something like this:

Have a CTR of above 2% with our ad.

Have a Lead Conversion-Rate of above 30% with our Opt-In page

Have a Conversion-Rate of above 50% to the sales landing page.

Have a Conversion-Rate of above 40% to the order page.

Have a Conversion-Rate of above x% from order page to sale.

Right?

RIGHT!

Because this time, when you check off all your steps, you WILL have a sale, and you WILL have reached the goal you've originally set out for.

And here's the crucial point you need to understand:

Your ad, landing-pages, email autoresponder, order page are each only a MEANS to an end.

And as long as you make the means the end, you are very likely to be far off, of your final target.

So the critical step is to identify the END and then make this END your target.

And the chain of ENDS that leads to your END, namely having a new customer are the CONVERSIONS.

Your ad and website assets are just tools to get conversions.

So the next time you set out to making a funnel, or any other kind of endeavor for that matter, target the conversions!

Let's see WHY this will help you!

Fewer chances to move off the target

You most likely save a lot of time and energy by that

Additionally, you increase your chances of reaching your target, simply because you focus on the right things, and these things are what moves you to your target by definition.

You will have a new kind of clarity, so you can start to decide which action easily makes sense to follow. For example, when working on your Opt-in page, just ask, "Does that help to get a conversion rate of above 30%?" whenever you do something. This will automatically make you stick to what counts and cut what doesn't.

Now, just compare this with when your goal was to "Make an Opt-in page". This goal would leave room for meandering in the wildest detours, and doing the most crazy and unhelpful stuff, while making you still be on track with your goal. After all, you're still making an Opt-in page!

You see the dramatic effect of choosing one result over the other?

If you do, congratulations!

Because it will enable you to achieve a lot better results with the same or even less effort.

Just make the conversions your goal and you've put yourself on track for that.

Oh, and let me share why this is so unintuitive:

You SEE the assets, your ad, landing-pages, emails and so on. But you DON'T see the conversions. So it's very easy and intuitive to target the visible. It's less intuitive to target what's in between, namely the conversions.

But now, as you've read this article, you can focus on conversions so that you can get better results without needing to put in so much blood, sweat and tears.

Thank you and have a GREAT day!

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