When You Are Getting Clicks, But No Conversions?
Your business isn’t getting the desired leads, despite your swanky website and the current marketing methods you’re using. You also may be experiencing less engagement with your newsletter. No calls. No sign ups.
The first thought you may have is that there is an overall lack of traffic to your website. Then you check your statistics, and it seems that all is normal and stable on that front.
Therein the problem lies – it’s not with the amount of traffic coming to your site, but the conversion of that traffic to sales.
Even when investing in a method like Google AdWords to drive leads to your website, you can still fail to achieve conversions.
Is it the campaign, or the website?
You have traffic coming to your site daily, but barely any of that is manifesting into sales. It could be that your campaign isn’t tailored to reach the audience you need, or more often than not, it can be that your website is not optimised to gain you the conversion you’re looking for. It doesn’t grab people, or make them believe in what you have to offer.
There are avenues you can use to identify the cause of why your clicks aren’t converting.
- Evaluate Your Traffic Relevancy
Not all traffic is good traffic. Put simply, the amount of PPC visitors that you are driving to your website means nothing if they aren’t the right type of people. Targeting the wrong audience can be detrimental to your sales, and most of your campaign efforts may come to nothing. By identifying the type of audience that you have driven to your site through your campaign, and their relevancy, you can see where you may be going wrong.
A straightforward way to establish the relevancy of your click through audience, and how likely a lead they are, is by looking at a Matched Search Query Report in AdWords. This tool was established for paid campaigners to view the terms that were searched by their PPC in order to get through to their site. This will allow you to identify whether the traffic you are garnering are viewing your site for the right reasons. By identifying the relevancy of their searches, and how your site was suggested to them as a possible source (even if you don’t sell what they are looking for), you can refine your campaign to avoid unspecific and unrelated search terms being linked to your ad.
If this doesn’t seem to be the problem related to your click throughs, and all searches look relevant and in line with your given ad campaign, then it could be time to look at your website.
- Landing Pages and Web Design
What is the first thing a visitor sees as they arrive onto your landing page? If it is something completely irrelevant to the ad they just left to get there, then no doubt they will click off. If it is a poorly laid out website, with little effort made to promote the business, service or product, it can lead to the same ending. First impressions are everything when it comes to converting visitors into sales. Web Design can affect the way they interact with your site, the time they spend looking at your pages, and whether or not they choose to buy. Therefore, it is evident that your website needs to be the best reflection of your business. Put yourself into the shoes of a prospective first time visitor. Does it truly deliver a comprehensive overview of what your product is, and why they should get it from you instead of your competitor? Is the loading time what is throwing people off? By evaluating your landing page, and how effective it is at driving your visitor to view more, you can greatly influence the way your clicks count.
How easy is it for someone to locate the page relevant to what they are searching for? By categorising your products or services, it can ensure that the user has a clear and accessible pathway to follow. People want things fast and easily, and can be off put trawling through your website to locate the service or products they are after. Ensure that your site has a logical and concise navigation scheme for visitors.
By providing an informative narrative behind a product or service, you can engage the customer, place yourself in an authoritative position and allow them to see the benefits of your products and services to their current situation. You can even use well-written, sharp content to create a belief in the trustworthiness of your brand. More than that, good content directs web visitors around your site, slowly directing them to the final sale. As a minimum, you should be including a “Call To Action” in your content, as they can compel the visitor to ‘buy the product now’ or ‘get in touch’ with your company. Content Marketing can be the driving force behind measurable results, if done the right way.
By evaluating the way your website supports your ad campaign, you can better your CRO and drive visitors to your site for the right reasons. Changing the way your website engages your audience can greatly influence the way clicks, paid or organic, turn into sales. Of course, there are a lot more factors that can be included in the success of your ad campaign, and conversions rates – but your website is a good place to start.