Sakichi Toyoda was a Japanese inventor and and engineer, he also happened to found a small company called Toyota , which has reputedly been quite successful.
Along the way he developed a method of problem solving called the 5 whys. The premise of this is if you ask your self 5 questions starting with Why? you will get to the root cause of any problem. The process is still used in many businesses throughout the world and can be very useful in internet marketing.
I can guarantee that if you ask any marketer why their site isn’t making any money then you will get an answer like… “It’s not ranking well”, or “the sales page isn’t converting”. The problem with those answers is that they are just the symptoms not the root cause you have to dig a lot deeper to find the root cause. Very few people do this and so their site will very rarely be successful. However if you can identify the root cause of the problem you can then fix it.
Lets have a look at an example. I had a (Non Im Related) book on clickbank which was selling very few copies so i had a look at it and realized that although it was getting good traffic the conversion rate was terrible. So I went through the 5 Why process.
1. Why Is the website not making sales? – Answer – The sales page isn’t converting
2. Why Isn’t The sales page converting? – Answer The sales page doesn’t engage the Readers
3. Why doesn’t The sales page doesn’t engage the Readers – Answer – The sales page doesn’t address the underlying need of the reader.
4 Why doesn’t the sales page address address the underlying need of the reader. – Answer – I didn’t identify the target market correctly
5 Why didn’t i target the right market? – Answer -I Failed to do enough research
Underlying Cause = I failed to do the correct research to identify my ideal client!
Fix = Do proper in-depth research.
This process took several hours as i had to look at each individual stage in depth to make sure there wasn’t an obvious answer. To be honest I could probably have guessed the reason to start with but by going through the whole process i was able to eliminate other variables that might have been the cause, lack of a call to action, no obvious buy buttons, lack of testimonials, over pricing compared to other products in the market etc.
So if you have a site that isn’t performing well or in fact any other problems that are perplexing you give the 5 why process a go, you may be pleasantly surprised at how much it will help you understand the root cause of the problem