First and foremost, traffic does not mean conversions. You can get thousands of unique visitors and never sell a thing. The worst part is you’re losing time and effort not getting those sales. It takes work to get a lot of traffic, so why waste all those visits?
I understand improving the user’s experience and guiding them to a conversion takes even more work, but it’s worth it if you’re getting the results, which is why you’re here today reading this article.
You’re willing to put in even more work if it means you can finally see some results. I get it. So let me help you with the five most common reasons you’re getting clicks, but no conversions.
1. Audience: How well do you know them?
To make steady sales, you need a strong understanding of your audience. Start by breaking down your target audience by age, location, general interests, and industry. Once you know the basics, then it’s time to dig a little deeper.
One way to do this is by conducting market research on specific products or services. You can do this by identifying your best customers and working backward to determine the characteristics that make up each buyer.
The worst thing you can do while promoting is not knowing your audience. Your audience will suffer from being exposed to information that doesn’t pertain to them, and you will suffer from all the time you spent putting together a campaign.
2. Funnel: How is your funnel?
If you want a rock steady, then you need to know your objective for each page. Having a great user flow doesn’t just happen by chance. You’ll need to design pages and navigation that matches what you want visitors to do and make it easy for them to do it. Without defining the user flow, visitors may not even know what you want from them.
Note: If you’re running a PPC landing page, you might want them to purchase immediately- it’s essential to consider the source in this step.
Visitors who find your campaign by clicking an action-oriented PPC ad will move differently through the site than someone who interacts with your campaign for the first time via social media. The first visitor was actively searching for a service, while the other scrolled through a news feed. This means you’ll need a few different options of user flows to meet the different user’s needs.
3. Wrong type of traffic
Gaining the wrong traffic is a common reason a high traffic website isn’t converting. Google’s algorithm is pretty good at deciphering the intent behind a user’s search and then delivering results relevant to their needs. If your keywords don’t correctly reflect what your products are, you’re likely attracting the wrong people.
Tip: Focus on conversion-based keywords. Make sure to consider the intent behind each keyword. Visitors who arrive at a site because of searching a keyword are more likely to convert.
Converting traffic can be difficult for the mere fact the content isn’t compelling. The problem isn’t the product or service, but the actual value of the product isn’t being understood. In order to compete online, visitors need something compelling rather than local convivence. It’s essential to explain why your product or service is better than everyone else’s.
Another thing to check is if you’re promoting the right product. Check the offer and make sure there isn’t any restriction that prevents you from generating conversions. Are there restrictions on GEO’s and you’re accidentally sending to those GEO’s? What type of creatives are you using for the campaigns? Are they aligning correctly with the product or service? Or maybe you’re sending email traffic and the offer prohibits email. It’s important to look at every angle of the campaign and product you’re trying to promote.
5. Optimize, optimize, optimize.
I can’t say it enough, but it’s imperative to any campaign. It’s time for A/B testing. Test out adding content to a campaign, and then test out adding a video to the same campaign. It’ essential to test out multiple versions