You have conquered the most challenging task in internet marketing. That is, getting traffic to your store. You may be getting that traffic through organic SEO, paid Facebook ads, or free social media posts. There’s just one problem, and it’s eating you alive. Your traffic is not converting. This is especially problematic if you’re paying for the traffic.
Buying traffic that doesn’t convert will eat a hole clean through your wallet. This is a problem that most internet marketers have in the beginning. They think that it’s all about getting the traffic and nothing else. You know differently as your conversions aren’t what they should be. Hopefully, after reading this, you’ll be able to identify what the problem is and the solution to resolving it.
The traffic is landing on pages that aren’t what they expect:
If you’re sending paid traffic to a page that’s anything other than what the person expects, then the solution to this is straightforward. You just change your ad and the page they’re landing on. There is no reason why the person should click on an ad and be taken to anything different.
The page the person lands on should be exactly what they expect. If it isn’t, they aren’t going to buy. Be very specific when it comes to your ad and the page they will eventually on. Both need to be in tune with each other.
This problem becomes a little different if you’re receiving organic traffic through Google and the other search engines. You’ll need to determine what the user’s intent is when visiting your site. The way you do this is by either looking for the keywords in Google Search Console or by seeing what keywords you rank for using a service like Ahrefs. You may be ranking for keywords that are somewhat unrelated to what you’re selling.
If this is the case, then you should change the page so that it reflects the user’s search intent. Doing this should improve your conversions, and hopefully, your search engine ranking won’t change. If you have to do a lot of tweaking to your page to reflect the user’s intent, the page may end up fluctuating in the ranks.
Your page/store isn’t properly optimized for easy navigation:
Sometimes it’s best to ask someone you know to click through your site to see if everything works the way it should. It could be a friend, family member, or someone you know online. Just ask them to visit the page and act like a customer. Have them click on the different links and even act as if they are going to buy something.
You want to see if there are any problems with the buying process. They don’t need to buy anything or enter their credit card information. What you’re trying to do is determine is if the buying experience flows as it should. Are there any unexpected difficulties that they’re experiencing that could lead to a person giving up and not buying from you?
The changes that you may need to make could be very simple. Your buy button may be in an awkward position or not big enough. You also need to pay close attention to load times. Sometimes store owners forget to optimize their images. You could have photos on your site that are far too big.
There are tools online like Pingdom and Gtmetrix to check your page speed. Both tools are free, and they can give you insight as to how fast your site is loading. Page loading speed is important as people won’t wait around if your website is too slow.
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Are your pages cluttered and confusing?
You can find yourself with dollar signs in your eyes when it comes to selling stuff. If you’re buying traffic, you naturally want to gravitate with showing as many other things as possible. You don’t want to clutter the page with too many other items for sale.
Take a look at how Amazon advertises other items for sale in a listing. They don’t go overboard and try to shove the entire store down your throat. Instead, they show you several other related items that people have found useful.
Every page of your site should be as clear from clutter as possible. You may even consider sending bought traffic to special pages specifically designed for it. There’s no reason why you can’t show organic traffic more cluttered pages and bought traffic something else.
A page that’s too noisy won’t be as effective as one that has the right amount of content. Many people who use pay per click advertising to earn money from a website tend to discover that fewer ads end up earning more revenue.
The reason for that is, too many ads will cause the visitor to drown them all out. The same principle is true when it comes to cluttered pages. You stand the chance of confusing the visitor to the point they lose interest in buying.
Your shopping cart is too confusing:
You’re getting people to the point to where they want to buy. They’re even putting the stuff in the shopping cart. Something is happening between putting it in the shopping cart and paying for the item. Again, this is one of those things that you’re going to want to have other people take a look at.
They don’t need to complete the process of buying. You just want to see if there are any hiccups along the way that leads to the person abandoning the entire process. A fresh pair of eyes is sometimes needed to spot any problems. You’ve worked on your site for what seems like forever.
All those sleepless nights working late can change how you look at your site. You don’t want there to be any problems after all the effort you’ve put into it. There clearly are some problems, and they need to be addressed.
The checkout process should be super simple. Don’t up sell too much. You need to track what part of the process the buyer is getting hung up on. This may require more technical know-how than what you have. If this is the case, then seek third-party help to solve this problem.
You may need to install some software to see what part of the process the end user is stopping it. Guessing here isn’t a good idea. Information is power, and you’ll use it to determine where the buyer is losing interest.
Does your site seem shady?
Do you really want to know what the problem might be? Really? Sit tight and promise not to get mad. The visitor to your site may not find it trustworthy. What type of SSL do you have? You may not have an SSL at all. Your host should be able to give you a free SSL certificate so that your URL has HTTPS instead of HTTP.
If your host doesn’t do this for free, then take your business elsewhere. Sure, you can do it yourself using Let’s Encrypt, but that takes a little technical know-how. You should also think about upgrading to a higher quality SSL than just what can be gotten for free. Talk to your host and or domain registrar for further details on that.
If your site has HTTPS and people still don’t trust it, you need to figure out why that is. Your site may look very unprofessional. What is the first thing you think about when visiting a poorly designed business website?
The first thing you think of is they don’t take their business serious. If someone thinks you don’t take your business seriously, they will question why that is. The first answer that will come into their mind is that you’re a scammer — you’re someone who they can’t trust. The way you avoid this is by making sure your site looks professional and nothing on it is broken.
Get connected with people in your industry:
You should have five to ten people in your industry that you talk to on a regular basis. Why? You need someone you can ask questions to. They could be beginners or seasoned pros. It doesn’t matter in the sense that you need someone who can look over your pages — someone who isn’t a customer and who knows more about the internet the average person. You’re going to miss things along the way that can be easily fixed. Sometimes those little things will end up causing you big problems in the end.
Having a fresh pair of experienced eyes look at your pages can make a huge difference. They will be able to offer you constructive criticism on how you can improve your site. These are the people who you turn to first. If all else fails, then you may consider hiring a third party company to come in and take a look around.
It all depends on how big of a budget you have. If you’re investing thousands of dollars and it’s all going down the drain, a few hundred bucks to the right professional might turn things around. It’s not fun spending money like that, but it’s better than closing up shop and losing everything.
Don’t get discouraged:
If you’re facing this problem and it’s ongoing, then you’re probably a beginner. Don’t let it get you down. Instead, take this learning opportunity for exactly what it is. Learn from it and allow it to make you stronger as a businessperson.
You will apply the techniques learned to improve your conversions when selling other things. Making money online is a learning process, and no one can spoon feed it to you. You have to get your hands dirty, and sometimes it can get messy. It’s just part of the business, and everyone gets put through the wringer at some point.