It’s not uncommon to drive traffic to your site, but for that traffic not to convert into anything more than a visitor. In this article, we’ll explore some reasons why you might not be converting that traffic into a customer or an enquiry.
1. They’re browsing and consuming content.
If your website has strong content marketing such as blogging, it’s likely many people are finding you by landing on your blog posts. If this is the case, then that is going to have a much lower conversion rate than someone landing on your product page or homepage. Visitors have most likely landed on your page to read rather than buy.
If you find this is happening to you, you can add buy buttons, opt-ins, sidebars, contact features and other things to get your traffic to take action.
2. They don’t trust you.
You might be doing some amazing marketing work to get people to your website, whether that’s the production of fantastic blogs, great social media marketing or pay per click advertising. If your website isn’t trustworthy people are not going to buy from you.
Even in 2018, I still come across websites that make me wonder if they’re a legitimate business or even still in business.
There are a couple of things you can do to fix this or prevent this:
- Make a professional looking website – If you can’t afford a professional to build you one, explore other options such as WordPress, WIX and Shopify. There are some amazing templates for these platforms that will make your website look professional.
- An office address – I still sometimes see websites with no address. This screams bedroom business or makes people question if you’re even based in the same country as them. You won’t want to (and you shouldn’t) put your home address either. If you don’t have one, get an office and use the office address on your website. You don’t need to buy an office or rent out the whole floor. There are many options available these days such as a collaborative working space or even a virtual office. Having a physical location address on your website really does help make customers feel more confident.
- A telephone number – customers feel safe when they know they can call you. They might even want to call you before placing an order. In many cases, a mobile number isn’t going to portray the right impression depending on your business, so you’ll want a professional looking business number. If you want to do this cheaply look into VoIP.
- Partners and awards – a great way to show your company is trustworthy is by putting the logos of your partners on your website. For example, if you’re a member of the local chamber of commerce or if you’re a member of any industry related bodies. If you’re not a member of any of these, then you should at least explore doing so. If you’ve won any awards get these on your website as it shows your company is leading within that space.
- About us – people buy from people, so the About Us page of your website is a great way to show who you are as a company and as a team. Put profile photos up and other information, so customers or clients can see that you are real people.
- Keep everything up-to-date – running a business is hard work especially a small business. Your website and your marketing can be one of the first things that can be neglected. If you neglect your website it can look old and outdated. An example of this is if a customer visits your blog page and the last time you wrote a blog is six months ago or even a year ago. They’ll wonder if you’re still operating or not. Keep it updated.
- Testimonials and reviews – there’s no better marketing than social proof. People trust the reviews of other customers. It’s why Amazon reviews are a massive factor in people’s buying decision. If you can get customer reviews or client testimonials on your website, you’ll get more conversions.
3. The wrong people are visiting your website
Another thing that can happen when you do content marketing is that it won’t always attract the right people. In fact, the marketing strategy of some companies is to produce a ton of content, a proportion of which isn’t 100 per cent relevant. However, the content does help to raise the profile of the whole website and brand. For example, you might be a recruitment agency that specialises in top-level executive recruitment. In this case, the probability that your candidates know how to write a CV is high. However, producing an article on how the perfect CV should look with a free template is going to drive some traffic to your website, but not necessarily the traffic that is your target market.
Your marketing strategy should really be focused on marketing to your specific target market and converting them into sales. If most of your traffic is not the people who you want to buy your products you need to review your marketing strategy and work out what you’re doing wrong or not doing at all.
4. They’re not ready to buy yet
People like to plan ahead, shop around and think about their buying decision. Unless you’re a big brand, it’s unlikely customers and clients will land on your website and make a transaction on their first visit.
You have to be patient and keep working on your craft, so that when they do return ready to make a purchase or call you. Your work encourages and helps them to do so.
5. You’re not getting enough traffic
Just like footfall, this is just simple maths, the more relevant customers you get passing through your website the more opportunities you get to sell your services. If you’re not converting, it could be that you’re not getting enough traffic to convert.
If you’re not getting enough traffic you’ll need to work on creating and delivering a marketing strategy that attracts your target market.
Look at your numbers to see visitor numbers vs conversion rates. If you’re not converting that traffic, look through your website both at a high level and a low-level to analyse what the issues are. Use the above as a guide. Take action by making positive changes and then review.