There are an abundance of different ways to publicise, promote and market your business, but at the end of the day everybody’s intentions are essentially the same – to achieve conversions and ultimately sales. However, several campaigns fail to improve these bottom line figures with owners and entrepreneurs scratching their heads not knowing why.
The main reason for this is that too much emphasis is placed on the end goal while other stages of the sales funnel are completely forgotten about and ignored. In order to carry out and fulfil a successful online marketing strategy, every single stage needs care, consideration and contemplation.
So if your website isn’t achieving many conversions, here are some reasons why:
You haven’t come up with a strategy
Diving head first into the world of SEO, SEM, SMM or any other marketing-based acronym without a well thought-out and logical strategy will never lead to positive results. It is worth putting in the legwork here, as online marketing strategies can generate scores of qualified leads, which will in turn contribute to your business’ long-term success.
From targeting SEM and white hat SEO techniques to social media management and email marketing, there are plenty of approaches you can take. But once you’ve planed and prepared your strategy, you’ll also need to optimise based on your organisation’s objectives.
You haven’t differentiated your business
In today’s highly competitive world, consumers need a reason to choose you over your rivals. But if you haven’t differentiated your business online, conversions will be a lot harder to come by. When it comes to the decision making process, potential customers could easily pick a competitor because they are offering something different and distinctive. To make your business stand out, ask the following questions:
- What is your unique selling point, standout product or special service?
- Why should customers buy from you and not your competitors?
- How are you different from your rivals?
If you manage to think of something that is very difficult to imitate then you’re on to a winner. Customers won’t mind paying a bit extra for an exceptional product or service, so make sure you promote your strengths as much as possible
Your website isn’t good enough
It might seem like an obvious answer to the dilemma of not many conversions, but there is a good chance your website simply isn’t up to scratch. Although numerous businesses probably recognise their website could be better, the potential impact it has on generating leads and achieving conversions is often underestimated.
Make sure that relevant information is easily accessible and that important details, such as your competitive advantages, can be found straight away. Your site should also load quickly and have a logical layout. You may even want to conduct some A/B testing to discover what areas need improvement.
Internet users have very short attention spans, so within the first 10 seconds of a user’s browsing experience, try and communicate your most important ideas and thoughts. Attempt to coax readers down the sales funnel with slick navigation and coherent design. However, sounding too corporate or sales orientated is a mistake, so personify your content and provide social sharing buttons.
You aren’t using data to your advantage
Facts and figures about your website, marketing activities and customers are invaluable. Number crunching can get a bit tedious and the sheer amount of data available might feel a bit overwhelming, but if you concentrate on gathering the most relevant information, you can work on increasing conversions. Here are some questions to ask:
- Where do website visitors come from, desktop or mobile?
- What devices are they using?
- What source did they arrive from?
- What are the gender, age and location of your visitors?
By finding out this kind of information, you can decide which audience segments are the most profitable. You’ll also be able to identify the campaigns that result in high bounce rates and low time on page. From there, you can optimise and improve.
Putting the pieces together
Every one of these possible reasons for poor conversion rates is as important as the next. But if you want to improve overall performance, they all have to work together in perfect harmony.
Think carefully about your objectives and how you’ll go about achieving them, look closely at what makes your business different, optimise and improve your website using best design practices and capitalise on the data available to you. With the right shaped marketing pieces, the conversion puzzle is much easier to complete.