You spent time building out your Facebook audiences and creating compelling ad copy. You’re getting plenty of clicks—but no conversions. How do you turn all that traffic into paying customers?
If you’re getting clicks but not conversions, there’s definitely a problem. But it’s a problem you can fix.
Let’s take a look at some of the reasons why your traffic may not be converting.
To get quality leads that you can convert into sales, you need a clear understanding of your audience: their demographics, interests and needs.
If you’re like most businesses, you’ve already sketched out your target audience. But most of this information is likely based on guesses. What you need to make sales is specific details about what each segment of your audience wants from your business and what they’re willing to pay for it.
Start by interviewing existing customers. Find out what drew them to your business and why they felt like your company was a good fit for their needs. What were their pain points? That is, what were they looking for when they started searching for a product or service like yours? How did you meet that need?
The more information you have about your potential customers, the more successful your marketing efforts will be.
Search engine algorithms are designed to understand a searcher’s intent and provide them with relevant search results. If your keywords don’t match the products and services you offer, you’re most likely attracting the wrong kind of people to your site.
In order for your traffic to convert into sales, it has to be the right kind of traffic; that is, potential buyers who are looking for what you offer.
If you’re attracting the wrong kind of traffic, you may need to rethink your keyword strategy and create new content that better lines up with your products or services. While this option will take time, it’s definitely worth the effort.
Imagine this: A user clicks on one of your ads and visits your website. They browse, look at your products and services and are interested in what you have to offer. But they don’t return and make a purchase.
Without nurturing your leads, you may find this scenario happening far too often.
Nurturing refers to helping your prospects move through your sales funnel, and it’s essential to transforming interested visitors into buyers. Remember that most people aren’t ready to buy after their first encounter with your business. That’s why it’s essential to nurture and develop a relationship with your prospects. People are more likely to buy from companies or other people they feel they can trust.
There are a variety of ways to nurture your leads, including email campaigns, social media and paid advertising. You will likely want to use different nurturing methods in different places in your funnel to get the best results.
Depending on how saturated your market is, it may take quite a bit of effort and strategy to create a compelling offer that encourages leads to convert. That doesn’t mean you need to rethink your entire business or change what you offer—it just means you need to do a better job of explaining how valuable your offering is.
Think about what makes you different from other companies in your industry. How is your offering unique? What can you provide clients that other businesses can’t? Once you figure out the answers to these questions, you can better market your services in a way that is compelling to clients and will encourage them to take that next step and purchase.
These are just a few reasons why your ad campaigns may be falling short in conversions. Fortunately, with a little extra thought and planning, you can develop a marketing strategy and sales funnel that works for you and turns those interested prospects into paying customers.