Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2021

Read it now Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
The Ultimate Inbound Marketing Strategy Playbook 2021
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2021
Covers-FINAL

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Traffic is Up, But Conversions Are Down (What Gives?)

By Carly Stec

Carly Stec also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2021.

Traffic is Up, But Conversions Are Down (What Gives?) Blog Feature

Traffic_is_up_but_conversions_are_downThere's no such thing as dropping by my grandma's house for a "quick visit."

No matter how much of a rush I'm in, she finds a way to get me to take my coat off and stay awhile.

I'm not sure if it's the fact that she always has a bowl of jellybeans waiting in the kitchen, or perhaps the faint smell of fresh sauce that coerces me to stick around, but regardless, she always gets her way.

When it comes to your website, driving traffic there is just the beginning. In order to facilitate conversions, you have to serve up an experience (like grandma's house) that makes people want to stick around, and ultimately, convert.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2021

Even if your traffic is up, a lack of structure in place for when visitors arrive means their visit will amount to very little.

Before you declare a state of emergency, consult the following list. We've laid down some advice that just might do the trick. 

You're alienating visitors

You want people to convert, however, you're providing them with limited opportunity to do so. 

This is a problem we've seen prospects struggle with all too often. They're unsure why their conversion rate is so low, yet they only have one call-to-action in place to convert these visitors. Not to mention, it's often a bottom of the funnel offer for a consultation or free trial.

When mapping out conversion paths, it's important that you consider both your goals and the needs of the prospect.

Sure, you want to get as many people as possible on the phone with sales, engaging with your product or service, however, this calls for a great deal of commitment on the visitor's end right off the bat. 

I mean, they literally just landed on your website and you want them to hop on the phone with you? (Geez, at least buy them dinner first.)

With the average buyer engaging with more than 10 pieces of content before making a purchase decision, it's important that you're serving up enough resources to warm them up because you break out the "big ask."

Multiple high contrast, actionable calls-to-action through out your website that direct visitors to content intended for all different stages of the buying cycle will help you lay the foundation for a sale more effectively. 

So rather than letting your ideal wants and needs be the end all be all, your thought process should look much more like this:

  • What are your visitors looking for?
  • What is your end goal?
  • What steps are necessary to get them there?

Your landing pages aren't convincing

Former Harvard marketing professor Theodore Levitt once said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”

Taking a page from Levitt's book, our best advice for writing persuasive landing page content is to focus on spelling out the benefit of what you're offering. While many business' get caught up in detailing features, features fail to convey value in the way that benefits do.

If you're scratching your head, allow me to explain: 

  • A feature is what something is. 
  • A benefit is what something does. 

Let's say that you were creating content for a landing page promoting a hair dryer. Rather than highlighting the retractable cord, focus on the fact that the customer will "never have to struggle with tangled cords again." That is what's really going to stick out to them. 

For more on how to write ridiculously persuasive landing content, try these tips.

Visitors are too skeptical

From a fairly young age, we've been taught not to believe everything we hear. As a result, we approach most situations with a healthy level of skepticism. 

Your website visitors are no different. At the end of the day, you're trying to sell them something. That's how you run a business. You sell things.

Unfortunately this is something you have that in common with infomercial hosts and mall kiosk peddlers, which means it's up to you to position your product as valuable and your team as credible and trustworthy.  

Highlight testimonials

Testimonials serve as positive reviews for your business. They provide researching visitors with the evidence they need to pin your business as a credible one. One worth doing business with.

By providing visitors with insight into the effectiveness of your product or service, you are ultimately giving them peace of mind when it comes to making an investment.

Quick tip: The web application company, 37 Signals (now known as Basecamp) revealed that including a large image of their customer next to a testimonial quote boosted their conversions by 102.5%.

Provide evidence

It's one thing to tell people what you're capable of, but it's another thing to show them.

While testimonials aim to make it easier for people to trust your business, evidence such as a design portfolio or positive case studies will help to demonstrate why. 

Satisfy the "I'll believe it when I see it" crowd by serving up documentation of what you've accomplished for customers. 

Display logos

If you work with noteworthy individuals or companies, don't hesitate to make mention of their name on your site to boost your credibility.

When Neil Patel (co-founder of CrazyEgg & KISSmetrics) removed the logos of companies he's worked with from his website, his conversion rate dropped by 9.9%. While results will certainly vary, this is an inclusion worth testing. 

Your site moves at a snail's pace

Ever wonder what a 1 second delay in page response will cost you? A 7% reduction in conversions. 

For an e-commerce site making $100,000 a day, that 1-second delay equates to $2.5 million dollars in lost annual sales. Sounds even worse when you put it that way, right? (Source: KISSmetrics)

In case it's not clear already, people don't respond well to waiting. 

Mobile matters too

Everyone claims that they understand the importance of optimizing their website for mobile, but I’d argue that they're not telling the whole truth. 

(It's like when you check off the "I agree to the terms & services" option, well aware that you haven't, in fact, read the "terms & services.")

The reason I'm so decided on the fact that people aren't taking mobile seriously is because 73% of mobile Internet users say that they’ve encountered a website that was too slow to load. That's a lot of people. (Source: KISSmetrics)

(Looks like you've got some explaining to do.)

Load time has a significant impact on your mobile conversion rates, and with the number of visitors accessing your website via mobile devices on the incline, it's a number you don't want to neglect. 

 

Covers-FINAL
Covers-FINAL

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2021

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Lead Generation
Published on November 19, 2014

Recent Articles

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
44 landing page examples to inspire yours in 2021 [Updated]
May 13, 2021 • 12 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
14 tips for optimizing your business blog articles for conversions
April 12, 2021 • 10 min read
Should You Still Gate Your Content in 2021?
April 8, 2021 • 7 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate? (updated for 2021)
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads [Updated for 2021]
March 11, 2021 • 10 min read
Here's Exactly Why Your Inbound Marketing Leads Suck
March 5, 2021 • 6 min read
Increase landing page conversions with these 3 simple, powerful hacks
February 25, 2021 • 8 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
The Selling 7: 5 Best Landing Page Video Examples (Updated for 2020)
August 18, 2020 • 7 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 best examples of lead generation website designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read