Your company isnâ€™t meeting its conversion goal, despite your swanky b2b site and the digital marketing campaigns youâ€™re running. You also may be witnessing a high bounce rate on your product pages. No checkouts. No calls.
Your first reaction may force you to check the traffic stats of your website. Then you check your analytics, and it seems that everything is normal on that end. Then it hits you â€“ the problem isnâ€™t with the quantity of traffic coming to your landing pages, but the conversion of incoming visitors to sales.
What’s the cause? Below we have highlighted the five possible reasons, responsible for low conversions. Let’s take a look:
1. Your PPC Campaign Isnâ€™t Working
Not all visitors are right visitors. Simply put, it could be that your ad campaign is attracting the wrong type of visitors to your site. Or it could be that your target audience is following a trend for which you forgot to optimize keywords. A simple way of knowing if the clicks through to your landing pages are qualified leads is to go through your AdWords’ Search Query Report.
If you find that your campaign is all over the place, it may be time for a digital marketing firm to set up and save your business. Top-notch digital marketing companies donâ€™t adopt a set it and forget it approach when it comes to PPC ads. Most continuously optimize and test clientsâ€™ campaigns so that they achieve new milestones. For instance, they follow digital trends to see where clicks happen and how a clientâ€™s ad can be tweaked to gain leverage.
2. Your Landing Pages Lack Trust Signals
Unless you’re a famous name, it’s likely that people won’t trust the quality of services or products you’re offering. Before they’re confident of handing over their credit card details or personal info for buying an item, they would want to check the reputation of your business, as well as the credibility of your website (layout, structure, copy, etc.).
Do include portfolio, accolades, certifications, reviews, achievements, and testimonials from existing customers (even those whoâ€™ve bought from you offline) on the landing page, or the siteâ€™s home page, for showcasing credibility to people before they start navigating your site. Also, you can test a pop-up or two which reminds people that youâ€™re a trustworthy business.
3. Your Product Images Arenâ€™t Brilliant
The third element you need to analyze is your product images, and theyâ€™re the most important thing for getting sales on the web. Thatâ€™s because visitors arenâ€™t able to see or touch your items, and theyâ€™re purchasing according to whatâ€™s displayed in the photos. Therefore, if you havenâ€™t got high-quality product images, it may be time to get a professional photographer on board. The background of product images can be colorful, black or plain white based on your business branding.
It might also pay off to include a couple lifestyle and 360-degree shots to help your visitors imagine and visualize the purchase as if they’re wearing it at that time. If you’re not sure about the quality of your images, have a friend take a look, or send out a survey to potential customers asking if they’re satisfied with the quality. It should enable you to make necessary adjustments.
These are just some of the factors you should take into account, but conversion is a massive area, and you may find that slight adjustments on and off your site make a significant difference in sales numbers.