Let’s not be confused – traffic doesn’t equal conversions.
Most people have that notion and that’s why most site traffic does not convert for them. The owners end up contemplating “Why is my traffic not converting?”.
In this article, we will touch on 9 common possible reasons why your site is not converting despite having visitors and traffic.
You’ve spent money and time building your web pages and even more effort on driving traffic to them so don’t squander all that effort attaining those visits.
Improving user experience and gently guiding your prospects toward a conversion takes work but it’s worth the endeavour.
Say you get 1000 visitors to your website daily and you’re converting about 1% of your traffic to sales.
Meanwhile, your competition is converting 6% of his online traffic. For the same advertising cost, he is making 6 times as much as you are.
If you are making $1000 per day, your competition is making $6000!
Every market have a finite figure.
This is potentially a huge problem for your business.
Your advertising budget is not getting you the sales you need to justify your campaign.
You need to diagnose the situation, so let’s identify the 1st root cause of the problem and fix it…FAST!
Website has Traffic but No Conversions
Reason 1 – Clueless as to who your audience is
Good businesses have a strong understanding of their audiences.
If you are a startup, you will have to identify who your target audience is.
- Where are they located?
- How old are they?
- What income bracket are they from?
- What are their likes?
If you’re an established business, you’d have the advantage of already having a few marketing personas sketched out.
You will be able to quantify additional details of your customers by sending surveys to them.
Most customers will not mind giving you their opinions as you have already established trust over time.
The more information you have about your customers, the better able you will be to serve them.
People buy when they feel their needs are being met.
Reason 2 – Acquiring the wrong type of traffic
There are many lead generation marketing strategies.
But not all traffic is created equal.
Acquiring the wrong traffic is often the single biggest reason why most high traffic websites do not convert.
For your visitors to translate into buyers, your visitors need to be members of your target audience.
People with problems your business can solve.
After all, you wouldn’t send 16 year old ballerinas to an offer for heavy industrial equipment now would you?
If your traffic and products aren’t lined up, you have two options:
· Acquire new traffic sources
· Find the appropriate product or service to match your traffic
The second option is very powerful. Demand is often harder to generate than supply.
If you already have a large audience, it would be beneficial to cater to them. In the online space it is relatively easy to switch to a new information or physical product which you know you have a thirsty audience for.
Unfortunately, it isn’t an option for many businesses. In most cases, large amounts have been invested in distributor rights & inventory. It means you’ll need to switch your focus to attracting more qualified traffic.
1. Blog – You can do content marketing, optimizing through SEO techniques via organic search. Your posts should be related to topics of interests of your targeted customers. While not immediate, it can accumulate a sizable following over time.
2. Paid ads – You can leverage PPC platforms such as Google, Media Buys, Pop, Push, Solo, Bing, Native or Facebook Ads to generate qualified traffic quickly. The moment you turn on this traffic channel, your site will start getting visitors. Hiring professionals to optimize your traffic sources can greatly narrow down targeting due to relevancy and reduce the cost per click of your campaign, increasing profitability many fold.
Focus on conversion-based keywords
When you select keywords for your site, you need to consider the intent behind each one. As you do your keyword research, it’s important not to select them based solely on search volume and competition.
Some keywords are better used for branding and awareness while others might be buying keywords.
Keyword phrases like “SEO agency Singapore” or “Singapore SEO service cost” while related can attract very different clientele.
“SEO marketing tips” could reflect people looking to learn more about organic search while “SEO marketing tools” could be industry professionals looking for specific tools or software.
The relevancy of your keyword to the content of your webpage and the intent of your campaign can greatly affect the conversion rate of your campaign.
Target keywords at every stage of your conversion funnel
While it’s clear that search intent plays a major role in how likely your traffic is to convert from any given keyword, it is important to understand where the customer is in your conversion funnel.
You should not be looking only at customers who are ready to buy.
While visitors who are looking to understand more about your product, are typically the least likely to take action immediately, it doesn’t mean that you should neglect them. They are at the beginning stages of becoming your customer.
Your conversion funnel should mirror the stages that the customer goes through; helping them transition seamlessly through the various stages.
Be a friend on the customer’s journey.
Users who arrive on your website from search might not be ready to purchase immediately.
But you’ve helped them evolve from figuring out what they want to buy, to who they should buy it from.
By matching your target personas with appropriate keywords, aligning your content with their wants and needs, you will guide them through your funnel.
In doing so, you develop a relationship with your customers, building loyalty, increasing the chances of their buying repeatedly over time and telling others about your products and services.
Reason 3 – Your offer isn’t compelling enough
Identify why your product is too good to pass up and tell your customers about it in no uncertain terms.
To compete online, you need to provide something compelling that makes what you do stand out. Understand the true reason that a customer buys your product and differentiate yourself from the rest of the market.
Frame your product in a unique way but make sure your campaign answers these 2 questions:
- What are you actually selling?
- What do your customers really want?
Be creative with your online store marketing strategy.
Show the dollar value of your product by showcasing the amount earned or saved when you use it.
Consider employing product splintering and leading with free offers to leverage initial sales to drive high value future sales.
By seeing your end goal as many smaller steps, you will be able showcase your products and services in a multitude of ways.
Reason 4 – You’re not nurturing your leads
This is perhaps one of the more confusing steps for most business owners because they don’t know how to “build relationships” with potential customers online. That’s why their online traffic is not converting for them.
A user arrives on your site, browses through your services, likes what he sees… then leaves without ever coming back or becoming a customer.
This will be an all too common scenario if you don’t nurture your leads.
Online lead generation marketing strategies are important. Nurturing your leads, helping them through their process of understanding and moving them through your sales funnel, is essential too. Even your most qualified leads won’t be ready to convert immediately after finding your company.
Majority of companies say their leads require a long sales cycle with many influencing factors before they become customers.
As the saying goes, “Out of sight, out of mind.” Maintain contact with your leads, develop a relationship and keep yourself in their thoughts. Otherwise, you’ll soon be forgotten.
Nurtured leads are more sales ready and make larger purchases. It’s no wonder companies that focus on lead nurturing tend to have higher customer retention rates and higher customer life time values.
Emails, phone calls, retargeting ads, live chats, social media, sms are a few channels that you can use to encourage more of your leads to become buyers. Use a combination of these wisely and you can increase customer satisfaction and purchases.
Reason 5 – Having a “Tons of Traffic but No Sales” Marketing Funnel
You’ve done all the above and yet your visitors are still not converting.
It’s time to analyze 2 very important aspects of your website – flow and usability. They are crucial in guiding users through your buying process.
Your site structure can have a huge impact on how users move through it. In fact, it is often the determining factor whether visitors complete a conversion — or not. Without a clearly defined user flow, potential customers will be confused as to what it is that you want them to do. Confusion leads to inaction.
You need to carefully plan & design your pages and navigation in a manner that matches what you want your visitors to do. Remember to make it easiest possible for them to do so too.
Firstly you’ll need to define what your objective is for each page. A blog post might be to guide a researching visitor to sign up for your email list. While a PPC landing page’s purpose might be to get them to make a purchase immediately.
A well thought out process will see visitors from different multi channel lead generation sources land on different pages of your funnel. This ensures that only relevant content is shown to the visitor when he first arrives.
Hence, it is not uncommon to have multiple user flows to meet the different needs of users arriving on your site.
Each landing page should move visitors to the next step in the conversion flow. You should also present a clear benefit for moving to the next step — be it additional information or purchasing a product that will help them reach a goal, in this way, you can increase the chance of traffic not converting to converting for you.
Don’t overcomplicate things.
Ensure that it is extremely easy for your visitors to take the action you want them to. Make the user experience enjoyable. Ask for personal information only when it is relevant and when they have something to gain.
For sales-focused sites, intuitive navigation and adequate site maintenance are a must if you want to convert your traffic.
The easier it is to “add to cart and check out”, the more often your visitors will make purchases.
The more barriers to usability, the higher the chance of stopping user flow in its tracks.
Reason 6 – Your Website Needs Updating
This is a relatively straightforward fix but many companies have been slow to implement it. An outdated website can turn off users extremely quickly, resulting in a high bounce rate and no conversions.
Other than having your content up to date, you will also need a responsive design.
Now-a-days, people surf on not just desktops and laptops but also on tablets, phones and other mobile devices too.
If your marketing funnel doesn’t render well on these increasingly popular devices, you will lose a lot of customers.
Spending a one-time fee to ensure it does this will be well worth it, as it allows you to continue to be connected with your customers.
Reason 7 – Traffic and Conversions – Inadequate Details
While removing clutter might help website navigation, remember that the internet was created to share information. When a person visits your website, all they know about your product is based on the details you share.
Tell them about features and benefits of your product. Also, address the concerns of your customers – how long will it take to arrive, is there a money back guarantee etc?
Provide them with all necessary information to make their decision. Include photographs, visuals, videos and testimonials – engage the senses and allow for a more immersive experience while answering any doubts.
Reason 8 – Not Enough Testing
You might need a digital marketing expert help with this but once you have proper detailed tracking for your website, you will be able to see the impact each change you make has on your conversions.
You can test the effects of visuals, background colour, headline, placement of opt-in form, content ideas, lead magnets, videos, positioning etc on conversions.
Such granular level optimization can improve your results by leaps to change from traffic not converting to an improved conversion on your site.
When you have identified what resonates with your audience, something that has been resulting in high conversions on one of your landing pages, you can replicate it throughout your site.
In doing so, you will massively boost your overall conversion rate and consequently your returns.
Be willing to take risks, but document each of these tests.
Keeping a log of everything you try will help you avoid wasting time and resources in the future on ideas that don’t work.
Reason 9 – Improve Your Conversions and Customer Retention
Conversions are great, but returning customers are even better.
Have fresh traffic going into your funnel but increase your customer value by getting them to stay with you longer.
Below are some customer retention tips:-
- Delight your visitors.
- Provide useful, entertaining, inspiring content.
- Invite visitors to follow you on social media.
- Maximize traffic by sending people from your various marketing channels to other forms of connection.
- Focus on value.
- If you’re generous, people will remain with you.
- Continue nurturing your loyal customers.
Traffic Not Converting – A Conclusion
Hope that you understand why and how your traffic is not converting.
Remember having relevant quality traffic and getting that traffic to translate into sales and profit will help you increase your bottomline.
If you don’t see the results you want, there might be some issues that you’ll have to look into. You may want to consider a Singapore digital marketing consultancy to help analyze, plan and execute your marketing plan.