Does that sound familiar?
Well this is one of the most common complaints that I have from my clients.
There is a misconception amongst many business owners and Marketing Managers that driving traffic to a website is enough to generate leads and sales.
This logic may have been valid 10 years ago, when social media was still in its infancy and the Internet was not full of review websites and other similar blogs.
As much as the Internet has made life easier for users, it has also created a lot more noise.
In the good ol days, if you required a service, you would simply pick up the Yellow Pages, call a few service providers and try to find the cheapest quote.
In the early days of the Internet, a similar process may have been prevalent in making buying decisions, with the phone call being replaced by e-mail.
So what has changed?
Well for one social media has given anyone with a broadband connection a huge megaphone!
If people are complaining about your products and services online, you can run the fanciest advertising campaign, yet you may not generate sales or leads.
Assuming that you are running a reputable operation and have no issues on social media, there may be a whole host of other reasons why your clicks are not converting.
You need to take a step back and look at the user experience you are providing.
Is the messaging on your advertising congruent with what is on your landing page?
One of the biggest mistakes I see PPC advertisers making is sending people who are looking for specific solutions to generic landing pages.
The attention span of an average visitor is less than 20 seconds! So if your landing page is not assisting them in their journey of finding the solution that they’re after, they will click off faster than you can blink.
Another area to investigate are you Call to Actions or CTA’s. Does your landing page have clear and strong CTA’s, rather than sound bites of why your company is great?
Technology is making people lazier and the smartest marketers out there are those who are making user journeys as simple as possible.
Staying with the technology dimension… when was the last time you tested the load speed of your website? Did you know that an additional 1 second wait can increase abandon rates by up to a staggering 20%!
Are you measuring or recording how your visitors are interacting with your website through some analytics software? We all hear the big buzzword of the moment – data-driven marketing – but how many of us are truly applying an evidence based approach to our digital marketing.
As you can see, there are various avenues you could investigate to determine why your clicks are not converting.
One simple tweak may be the answer to your problem – or it could be a radical transformation of your whole client acquisition process.
Whatever the issue may be, a good online sales & marketing consultant *hint hint* will be able to guide you to finding the leaks in your sales processes and to catapult your lacklustre ROIs.
If you are running a business that is generating in excess of £/$20,000 a month, I may be able to help get you on the right track 🙂