Almost all Internet marketers want to drive more traffic to their websites. This is an understandable goal, but it shouldn’t be your top priority. You should be trying to turn your existing visitors into paying customers. Some websites receive thousands of visitors a day that never purchase anything. Here are some reasons that those visitors may not be converting into sales.
Traffic Isn’t Relevant
The biggest reason that traffic doesn’t convert is that it isn’t relevant to the theme of the blog. There are tons of ways to boost traffic to your website, but those strategies may not bring people that actually want to make a purchase. Here are some traffic sources that tend to be less likely to convert:
- Referrals from generic or irrelevant blogs
- Organic search referral traffic from irrelevant keywords
- Referrals from social media users in unrelated niches
You may have received some visitors to your paleo diet site by advertising on a high traffic technology blog. However, those visitors probably have very little interest in the product that you are offering. You would be much better off targeting another paleo or dieting site that has fewer visitors that are more likely to convert.
Feels Like a Bait and Switch
Have you ever been duped by an ad that claimed to be giving something for free, only to find that the site was actually charging you for it? You were probably sorely disappointed that the advertiser didn’t live up to their promise. The advertiser probably lost your trust by failing to be honest with you.
You want to make sure that you don’t make this mistake with your customers. You want to be completely up front with them with any offsite statements that you make. Your ads should clearly specify what you are giving away. This even applies to the meta description in your web pages. People are likely to click the back button if they feel that you were disingenuous with them.
Your Call to Action Isn’t Clear
Your website visitors aren’t likely to purchase your products simply because you want them to. You need a strong call-to-action to turn them into customers. Here are some things that you need to consider:
- Your call needs to be visible. It is a good idea to put it in the center or slightly left of center. It should be at least 20% larger than the smallest elements on any of your pages.
- You need to clearly state what you want your visitors to do. Writing “buy our paleo diet ebook for only $5.99” than “start learning about the paleo diet today.”
You may need to evaluate your call-to-action if your conversions aren’t as high as you would like. You may find that it needs some work.
Need a Better Design
A poor layout can also drive visitors away. You may need to give your site a major overhaul if your visitors aren’t converting. Fortunately, there are a number of great tools such as these that you may want to consider using.