4 Rea­sons Why You Have More Traf­fic But Zero Conversions

What’s a suc­cess­ful busi­ness and what kind of mir­a­cle do you need to achieve the same success?

Those ques­tions are most of­ten asked by busi­ness­men who have web­sites for a long time but don’t have as much pay­ing cus­tomers as they envisioned.

Con­sid­er­ably, a lot of in­ter­ested peo­ple are vis­it­ing their sites.

But it stops there and ap­par­ently, those cus­tomers are not in­ter­ested enough to buy what the com­pany has to offer.

If you’re one of those com­pa­nies whose an­a­lyt­ics tell you that your con­ver­sions are not what you ex­pected, read this article.

1. You’re Too Good To Be True

Hard-sel­l­­ing. Some­how when I think about that word, a sleazy sales­man with oil-slicked hair comes to mind, try­ing to per­suade me to buy some­thing that I don’t need or want. Of course, your web­site is meant to sell but there’s a limit to how “sales-y” you should be. Sleazi­ness means:

• Sugar coat­ing the facts – Sen­sa­tional just doesn’t work any­more. Un­less you’re Kristin Stew­art or Justin Beiber, avoid sensationalism.
• In­flate the price then give sup­pos­edly great dis­counts – Chances are, your cus­tomers checked out sim­i­lar sites in lieu of look­ing for a cheaper prod­uct. They’ll find out that your dis­count is not re­ally a dis­count af­ter all.
• Veer­ing away from spe­cific ques­tions that prey on your weak­ness – If your prod­uct doesn’t work on con­crete floors, then say so. Don’t send them an email that says hard­wood is bet­ter than con­crete. It’s not the an­swer they’re look­ing for, af­ter all.

2. You Don’t Know the Mean­ing of Specific 

When cus­tomers get to your land­ing page, they’re all look­ing for con­tent that can ad­dress their needs in a unique way. They also want ev­i­dence and it’s not just about the num­ber of peo­ple fol­low­ing you on Twit­ter, the likes on Face­book, and the pluses on Google Plus. Tes­ti­mo­ni­als from real peo­ple, case stud­ies, key­word con­ti­nu­ity and flaw­less in­te­gra­tion and rel­e­vance of the topic are all part of the pack­age. Here are key point­ers to mak­ing your land­ing page effective:

• Ask the right ques­tions – Know­ing your tar­get mar­ket will make it easy for you to pin­point what they want to know.
• Be spe­cific about what ac­tion you want them to take – If you want to con­vince some­one to act, then tell him what to do ex­actly: click to vote, sign up for the email list, or make a donation.
• Be per­sua­sive but don’t ex­ag­ger­ate – If you can’t write fas­ci­nat­ing head­lines, hire a copy­writer who can turn a bor­ing topic into an in­ter­est­ing one.

3. You Speak Alien

Once he reads your con­tent and doesn’t un­der­stand it, your po­ten­tial cus­tomer will click the close but­ton on the browser faster than you can say your name. Yes, you have to sound HUMAN. Tell a story, avoid jar­gon, and sat­isfy ba­sic hu­man needs like mak­ing and sav­ing money.

Tip: De­scribe your prod­uct or ser­vice in de­tail but avoid your industry’s jar­gon. A cus­tomer who is look­ing for data se­cu­rity but doesn’t re­ally un­der­stand cloud tech­nol­ogy will be look­ing for con­tent that can ex­plain to him what it’s all about in sim­ple lan­guage. I want to re­it­er­ate that an ar­ti­cle that does not have im­por­tant sound­ing words is NOT dumb writ­ing at all.

4. Your Web­site is NOT User-Friendly

If your land­ing page is full of clut­ter with ir­rel­e­vant pic­tures and hard to read fonts, you ob­vi­ously chose the wrong web de­sign com­pany. Im­por­tant el­e­ments should be on the page as soon as it opens but you need to keep it clean as well.

A user-friendly, at­trac­tive and sim­ple page is syn­ony­mous to a friendly clerk who smiles pleas­antly and says, “How can I help you?” A web­site which is not op­ti­mised, on the other hand, con­notes “I’m not in the mood to an­swer your ques­tions. Just buy and get out of here.” Harsh.

The web is full of com­pa­nies who claim to be the best in SEO and web­site de­sign. But their words go only as far as they claim. When you’re look­ing for a web de­sign com­pany to “clean” your web­site, ALWAYS ask for a port­fo­lio of their past projects.

Con­clu­sion

Through­out the ar­ti­cle, I keep us­ing the word “sim­ple”. Peo­ple love elab­o­rate par­ties, watch com­pli­cated soap op­eras, and fol­low stars with per­plex­ing and in­tri­cate lives. But when we’re talk­ing about ad­dress­ing their needs, they want it un­com­pli­cated. A clut­ter-free web­site and straight­for­ward con­tent are all you need, not a miracle.

By De­bra Wright

De­bra Wright keeps tabs on all things new in the world of on­line mar­ket­ing mar­ket­ing. Aside from us­ing this in­for­ma­tion in her cur­rent line of work, she seeks to help and in­spire oth­ers by writ­ing about her newest dis­cov­er­ies. Keep tabs on De­bra @debrawrites…