It’s okay to generate leads but what would be the point of generating them if you don’t convert leads. You have to be able to convert leads because that will drive sales and keep your business afloat.
However, if your website visitors are not converting, your business will eventually suffer. What you need to do is find out the reasons why your conversion rate is poor. I have written down the reasons why you may not have been converting leads.
You Have Been Generating The Wrong Leads
The only way you can be able to convert leads would be when there is a match between your products, your marketing and your audience. This means that you have to say the right things to right people and in the right manner.
Most times ending up with the wrong leads can be as result of getting them from the wrong place. Ensure that your web pages are engaging to the people who visit; this can be done when your website is user friendly to avoid high bounce rates.
Your marketing and ads should be focused on the right keywords that way you can be able to reach the right target audience that can be converted to leads. Also, ensure that you purchase your space on the right channel to be sure your marketing message is reaching the right people.
You Don’t Offer Enough Value
With all the pressure in businesses today, it’s hard to convert leads when you offer low or poor value. Therefore, you have to ensure that you offer values that make impact the lives of your prospects.
It is necessary that during your marketing campaigns and processes the values you offer are improved from the buyers’ perspective. A lot of times marketers spend a lot of time sending emails and developing content on their web pages without examining their value proposition.
When creating marketing campaigns let your messages resonate with your prospects. Once you offer enough value, they will see a reason to patronize your brand and may even eventually become your loyal customers.
You Have Not Identified Your Target Market Properly
If you have not identified your target market, it will be difficult to convert leads because your messaging will be everywhere without having exactly who you want to reach.
All your marketing efforts should resonate from your persona research this will help you identify what it is your target wants, desires, needs and what scares them. This is where you will be able to identify how to help them achieve their desired goals.
When your conversion rate is poor, look back to check if you have properly identified who your target audience is, this will further help you target your messaging to a specific set of people and convert leads.
You Focus On Money Instead Of People
One of the reasons you don’t convert leads can be because you only see your customers as a way to pay your bills, they will feel like you’re only using them for money or probably extorting them.
Immediately they find out that you are using them only for money they won’t trust you.
Your customers will know when you help them achieve their desired goals, this will be the reason they will chose you over your competitors.
You’re in business to make profits so you should benefit from your efforts. However, it is a give and take so you should be the first to give, that way it is easier to get your customers to trust you.
You Are Not Credible
In this age and time businesses are done with credibility, if your customers are able to trust you and whatever your brand stands for it makes it easier for you to convert leads.
There are businesses that advertise their products and do public relations but when you purchase their products and services you find out that what they offered in their adverts are lower than what they offer in real life.
When this keeps happening, you will begin to lose customers because they don’t get the value for their money.
It would be easier to convert leads when you demonstrate honesty in anything you say whether written or unwritten.
You Have a Poorly Designed Website
You can fail to convert leads online because of a poorly designed website. If the process is unclear and visitors find it hard reaching the final step it could be as a reason of a long process demanding too many steps to reach the final step.
Every company should have a user-friendly and easy to navigate website. When your website is crowds with promotions and ads it becomes annoying to visitors.
Your website should have some basic features like search and call-to-action button which is a very important part of website.
You may have a strong value proposition but when prospects find it hard to engage with your web pages they will probably leave.
Finding it hard to engage might be as a result of poorly designed landing page or poor web page which lacks a compelling call-to-action.
You Talk Without Listening
A lot of time you don’t convert leads because instead of listening to your clients you never stop talking.
You should be able to listen to your customers and prospects to understand their problems and proffer solutions to them with the products or services you offer.
If you are unable to proffer solutions, you may fail to build trust among prospects and you may end up not getting a long term relationship with them.
Listen to you prospects and consumers to know what you are not doing to appeal to them because at the end it is the solution you provide that will help you convert leads and not the ads and sales pitch.
You Do Not Highlight the Benefits Of Products/Services
Sell your benefits more than you sell features. Most times you do not convert leads because you don’t highlight the perks and benefits that is associated with your products and services.
People most times already know the features of what they want to purchase. They might already have many other options to choose from and when they choose they want to know the advantages they will be getting for choosing to patronize a particular brand.
Always highlight what it is that your prospects will benefit from you if not you might end up not converting leads.
You Don’t Have Any Re-marketing And Re-targeting Strategy
Re-marketing is a very essential part of business especially one that is online for its conversion process. It is a way of getting the attention of people who visit your website and leave without taking any action.
This is important because a lot of people do not get to take any action on their first visit to a web page. This is because they want to be sure they want to engage on the website.
Some people want to know other people’s opinion about your business.
Re-marketing is important because it increases engagement and converts leads. OptinMonster can be used to run an email re-targeting campaign to make offers to people that have visited your website before and boost sales.
Your Website Is Not Optimized
If you have not been converting leads, you should take a step back to look at your Search engine optimization.
SEO is mainly about optimizing content and your webpages so that when people search online it appears, use keywords related to your niche.
Using related keywords is important because Google will show related contents and if yours doesn’t show you may be unable to convert leads.
Also, if you are not ranking for keywords related to your niche, your website will be appearing on the wrong page which means you are not reaching your target audience and you may not convert leads.
If you are running your website on WordPress then you should use Yoast SEO plugin to guide you through your SEO tasks.
Every business should have a strategy of generating leads and converting. Also you need to optimize your website to ensure that you don’t target the wrong keywords.
If you have not been converting as much leads as you should, either of these points above could be the reason.