Why your online marketing campaigns are not converting and how to improve

Most online businesses are focused on driving traffic to their websites. This might as well be the most important aspect of online businesses. The business will invest in Pay Per Click campaigns through Google, Bing and social media platforms such as Facebook to drive traffic. They will also look to optimize their websites for search engines to increase their organic traffic.

It is clear that traffic for most businesses can be achieved regardless of whether they have resources to run online campaigns or not. However, getting people to visit your website is one thing, having them make a purchase is an entirely different ball game.

I’d like to state that conversions are heavily reliant on how the traffic was sourced initially. I have made mistakes and had some successes with regards to my own campaigns so on this I am certain that the quality of your traffic is the single most important aspect of your sales funnel and determines whether you will have conversion or not. You have probably heard the acronym GIGO or “Garbage in Garbage out”. There is possibly no way to convert low-quality traffic so it is important to ensure you get the right people visiting your website.

If the PPC campaigns and search engine optimization are on point and you are getting the right people visiting your website. You have done part of the heavy lifting. It is likely that some of these people will automatically convert or take up your offer. However, the onsite experience needs to be positive. Here you must look at your landing page if you are gathering leads or product page if you are selling products.

A few questions to address in your journey to conversion optimization

  • What next after the visitor gets on your site?
  • Does the website contain enough information to help them take the next step?
  • Is the next step simple to take?

Above all, always deliver what you promise

For a lead capture page, one would expect to have a simple form requesting the visitors’ name and email. As the site owner, you may need to offer something of value in exchange for that information.

For a product page, the product description needs to capture the most important aspects of the product by magnifying the features expected to deal with the visitor’s pain points. A good example would be an Amazon product page. Images should also show the best aspects of the product and be of high quality; the image should speak the proverbial 1000 words.

Another issue would be the pricing, which should match market standards as per the product; do your pricing research. I also recommend factoring in shipping in the actual price to avoid the issue of extra or hidden charges; this is all about perception.

Provide a comment section because this will provide social proof and will help convince new visitors to buy or subscribe to your website.

  • What if the visitor does not convert on their first instance?

Retargeting is the name of the game Google, Facebook among other platforms provide an opportunity to tag all visitors on your sites using pixels or special codes embedded on your website. You can actually retarget and bring back or even remind all visitors about your website or offer. Retargeting is a very important aspect of conversion optimization and all websites need to implement some form of tagging.

I have provided a free cheat sheet of all that you need to address in order to start the conversion optimization for your website.

Grab this simple conversion cheat sheet and learn what to look out for



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