Why your website leads aren’t converting into sales


It’s a sobering moment when a business realizes those big traffic numbers aren’t converting into sales.

They may be making the right moves to get attention and rank well on search engines, but without targeting the right audience or testing every element of their strategy – their marketing efforts are surely doomed.

Low conversion rates can occur for a number of reasons. Some of the most common reasons are:

  • You’re targeting the wrong audience
  • Your SEO campaign isn’t specific enough
  • The web content is poorly written or not relevant to the keywords
  • The call-to-action is weak
  • Your site visitors are forgetting about you (aww)

To help boost your conversion rates and keep your site visitors engaged, here are a few quick and easy tips to fine-tune your marketing strategy.

Find Your People

Your website is already getting a generous amount of traffic. You’ve got that covered. But how do you attract visitors who are ready (or very close) to buying?

Find out what people are typing into search engines to look for certain products. There are many good keyword research tools you can use to get information on:

  • What keywords people are searching for
  • How many average monthly searches it gets
  • The average cost per click
  • The level of competitiveness to rank on Google

If you use the Google Keyword Planner, you can analyse the trending data and consumer behaviour to plan your AdWords campaign.

Another way you can assess the effectiveness of certain keywords is by typing them into Google itself. Take note on the results that appear and devise a content strategy that reflects the key selling points reflected in those pages.

Here are some other useful tips for improving your SEO strategy:

Write an Enticing and SEO-Rich Headline – A headline is the first step to getting people to read your website’s body copy. Therefore, you must present an offer so irresistible, so enticing, that people will be begging to learn more.

But that’s not all – your headline also has to please the search engine gods. So make sure to include a target keyword in the headline too!

Make Your Body Copy Relevant, Smart and Snappy – You may have the right keywords, but if your copy is poorly written, not long enough, or takes too long to get to the point – people will drop out fast.

Whether you do this yourself or hire a Copywriter, revise your content so that it emphasises the key-selling points you have to offer. Transform the features of your product into consumer benefits that target their wants, fears, needs and desires – and don’t forget to incorporate keywords into the body copy.

Target Long-Tail Keywords – These are phrases used by people looking for a very specific product or service. Most importantly, they’re used by people who are most likely to buy from you.

Long-tail phrases are used by people who are much further down the point-of-sale than the average site visitor. These aren’t just people browsing for new shoes, they’re looking for a pair of Air Jordan’s in a size 12… preferably in red or black.

By tailoring your SEO strategy to target these kinds of people, you have a much higher chance of making a sale. Best of all? Targeting long-tail phrases is cheaper and has less competition than short keywords.

Make a Convincing Call-to-Action

Your CTA is the last hope of generating a sale.

As your final calling card, you need to ask your site visitors to take action. Some of the most common CTA’s include:

  • Make an online purchase
  • Join an email listing
  • Donate to a worthy cause
  • Get a free quote
  • Book an appointment
  • Fill out an online form
  • Visit your nearest store

The trick to writing a good CTA is to keep it relevant to the product and your audience.

For example, if you’re promoting an electrician company and targeting the key phrase ‘electrical installation Chicago,’ your CTA could be: “Call us to get a free quote for your electrical installation in Chicago today!”

Keep in mind other variables that can influence your conversion rate such as: the colour of your CTA button, the use of surrounding space, and where the CTA is located.
How do you measure the success of these variables? That’s where we get to…

Start A/B Testing

A/B testing is the act of measuring the results of two variations against each other. In marketing, the purpose of A/B testing is to get actionable data that helps you achieve a certain business goal.

The great thing about A/B testing is you can test almost anything you like. Headlines, email newsletters, web copy, paid advertisements, brochures or sales letters. By testing every aspect of your marketing efforts, you get actionable data that will help you make an informed decision for your marketing strategy.

Just because you can A/B test anything doesn’t mean you should! Only focus on most influential aspects of your marketing strategy.

Have a Good Plan

Have a clear vision of what you want to achieve from doing these tests. Do you want to increase your subscriber-base? Generate more sales? Get more site visitors? Choose one aspect of your strategy and test it.

By doing a side-by-side comparison, you can choose the one that gets the best results and make it a key element of your marketing strategy.

What Tools Should You Use to Measure the Results?

There are many analytic tools that provide a good overview of your site statistics. The key is to go beyond the basic statistics (number of site visitors, location of traffic etc) and delve deeper into the behaviour of your site visitors.

In Google Analytics, you can go to the Advanced Segments section to get more detailed information about your visitors. Some useful metrics include:

  • Customer demographics (age, location, gender, annual income)
  • Technology (Smartphone, PC, laptop, operating system)
  • Behaviour (pages they visited on your site, how long they stayed)
  • Date of first visit
  • Sources of traffic

Kiss Metrics is a powerful analytics tool that can be configured to produce some fascinating data. Some examples include the number of subscription upgrades, number of total unique visitors, and visitors who came from the most recent email you sent, and much more.

Promote Your Brand Off-Site

Despite having a great website and SEO strategy, these will only take you so far. That’s when it’s time to do some off-site advertising.

Remarketing is all about keeping your audience engaged after they have visited your website. Because even though someone didn’t buy from you today, that doesn’t mean they won’t in the near future – you just need to keep the brand fresh in their mind.

To do this, you can use a Google remarketing code to display targeted ads to people who have previously visited your website. This embedded code adds each visitor to a ‘remarketing audience’ database through the browser cookies. From there, whenever they visit a website that’s part of the Google Display Network, they’ll get a targeted ad from you. Which websites are part of the Google Display Network? CNN, LinkedIn, YouTube, Blogger and of course Gmail, to name a few. In total, this network reaches 92 percent of all internet users.

You can configure the code to display advertisements that reflect a certain product or service the visitor viewed. For example, if someone looked at a washing machine and decided not to buy, you can display a targeted ad next time that product is on sale.

Start Connecting With Your People

These are by no means an exhaustive list of ways to increase your conversion rates. However, they’re a positive step towards achieving that goal. Digital marketing is a complicated and time-consuming business.

Thanks to the many powerful online tools, you can connect with people who are looking for exactly the product you’re selling – and that’s good news for everyone.

Author Bio

Don Milne is a Strategic Partnership Manager for Digital360