That’s probably the most hot & common question in ecommerce and b2b world. I have seen quite enough cases where businesses spend hundrends and thousands of euros on advertising but they are really struggling when converting or getting leads on their landing page. Sounds familiar to your case? Let’ see the potential reasons and provide some fruitful recommendations!
Reason #1 Not effective UX, slow page speed
If your UX is not optimized to achieve your goals that might be a serious reason for low converting. Good functionality and easy navigation are key elements for higher conversion rates. According to Google, there are four characteristics of a good user experience:
#Usable
#Equitable
#Enjoyable
#Useful
Make sure your design covers all of them!
Reason #2 Weak offer or promotion
Before launch a promotional message you need to think about what your audience hope to gain from your offer. In other words, make sure you clearly state what value the prospects get from you. The next step is to communicate this important message clearly and right up front. Remember, the first 2-5 seconds are crucial for captivate your audience.
Reason #3 Lack of product/service reviews & social proof
Your service or product might seem perfect on your own website but does anyone else think the same? Do people have a positive experience from your products or services? If I want to spend 10€ for a shirt then I probably don’t care much about reviews but what if I want to buy a luxury product or hire expensive professional services? In that case reviews and recommendations are more than essential. They add credibility to your brand and product and enables you to maximise your sales in a long run.
Reason #4 Bad traffic quality
You’ve got a lot of traffic but nobody takes an action on your landing page? Then you might need Quality Traffic. Quality traffic is a matter of content and target audience. Keyword reasearch is the key to come up with interesting topics based on what your audience is actually searching. In terms of targeting, make sure your campaign delivers to the right people, adapt audience size and budget to make the most of your campaigns. Leverage relevant channels where your audience might be present and target them with the right message.
Reason #5 Fail to showcase your product USPs
You have a strong competitive advantage compared to other businesses but it is not clear to your target audience? Well, you need to make sure that you showcase your USPs in every digital touchpoint. Your website, your campaigns, newsletters. Content & visual should include those points in an appealing way: it could be a video, a carousel or a creative newsletter that showcase your product and its potentials.
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