Top Reasons Your Visitors Aren’t Converting Into Customers




Any marketer doing business online nowadays will tell you that getting traffic to your site is really important if you hope to do business. What’s the point of having a great site if no-one is going to see it? Getting traffic is only half the journey though.  Once visitors arrive at your site, are they doing what you want them to do? Whether your aim is to make  sale or get a lead, you should be paying close attention to what happens to your traffic once it arrives at your site.

Generally, traffic conversion rates hover at between 1-2%. That means that for every 100 visitors you get, 1 or 2 are following through. It is also likely that once someone has bought from you, or signed up to your list, they will return. According to the 80/20 rule, the top 20% of your customers will provide 80% of your revenue.

The main reason why people click away from a site they land on is if they find it confusing, or if it has nothing to do with what they are looking for. It may be tempting to fill a landing page with links, bright colors and flashing images but this can be a turn off for visitors seeking a quick solution to their ‘problem’. Also, if your visitor arrived at your page expecting information about movie reviews but  just found movies for sale, then he is going to be disappointed. You’re also  unlikely to win over a customer by trying to shove a product down their throat without answering their questions first, addressing their doubts, giving advice and building rapport and trust.

Building up a good conversion rate depends on having great:


On Page Copy

Keyword stuffing and unnatural sounding language on your page will not instill confidence in your site and get you customers. Your copy needs to be interesting, informative, include an appropriate amount of keywords and address the visitor’s problem or question. Your traffic should be arriving
on your page after using an appropriate keyword for that page and finding there what they expect. If they arrive there thinking ‘barbecue’ and find ‘patio furniture’ then they are going to click away without buying. Think about the visitor to the site: What is he looking for? Am I providing the answer?


Search Engine Optimization

Having good on-page and off-page SEO in place will help to drive the right traffic to your site. Tags, keywords, coding, links, site navigation and other factors can all influence your conversion rate. You need to help the search engines correctly determine what your site is about.


Pay Per Click Campaigns

If your budget allows for paid advertising, you probably pay to advertise on Google, Yahoo or Bing. Since you pay for every click that your visitors make to arrive at your site, it is very important that you make your money back when they reach the site.  This is called your Return On Investment or ROI. A misleading ad defeats this purpose.Your success in PPC can depend on the text of the ad, the size, the location and the amount of competition.

The most important thing is to measure your performance. Always track what you are doing and measure results. Tweak as you go along and see what happens. Do not change too many things at once or you will not know what  worked better. Changing a few words or the color can have a major effect. Learn from your mistakes and continue to educate yourself online. Read up on new developments and watch your competition. You can learn a lot from them too.


Landing Page Design

Visitors need to find a pleasant page that’s well written, easy on the eye, easy to navigate and get to the page where you want them to sign up or make the purchase. It is worth spending some money on getting a professional looking landing page and getting some help if all the tasks seem a bit overwhelming to you. You may find it hard to be a master copywriter, SEO expert, design genius and whizz marketer all rolled into one! Many give up on maintaining or building their site simply because they are trying to do it all or because they are waiting to master everything before starting.

To summarize, then,  for optimal conversion rates you are seeking to direct quality traffic (visitors seeking what you are offering) to your site (which should be user-friendly and sticky) to find the answers to their questions and the right product to help them.

Problem -> Solution = Sale/Signup

Question -> Answer = Sale/Signup


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Zelda Zerafa is a writer and blogger-for-hire.

Zelda has written 7 articles for Bloggers Network

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  1. avatar

    Part of the issue is that you have to build up your authority with your audience as well. Part of doing that is to be able to tell your own personal story with a product. I often see sales pitches, but the author doesn’t share their own hands on experience with the product. That doesn’t instill confidence in me. I like to know that the person is recommending a product that they use themselves.
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  2. avatar
    Bekerman says:

    These are the tips the businessmen should know. It is a good guide on how you could gain more clients to your page.

  3. avatar
    New Egypt Consulting

    I think business managers would focus on key success measures to find-out ROI for their online presence (such as contact us tickets, profile downloads, etc), so everything would be clear.

    In-Page Google Analytics are useful to identify usability issues as well that would prevent higher conversion rates.
    New Egypt Consulting recently posted..أشهر 7 مواقع لمنتديات انترنت ناطقة بالعربيةMy Profile

  4. avatar

    Hi Zelda, great post and I do use PPC for parts of my business. But usually for selling physical products.

    There is one item that I have a different experience with. I’ve often found that simple, even ugly sites do well at conversions while more flowery, beautiful sites do less well. That has been my experience. Perhaps I am different from others. but that is what I have found to be the case.
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  5. avatar
    Mobile Auto Detailing

    This is all really good information.

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  6. avatar
    Marcos T. Chapman says:

    Regardless of the means, the traffic is there. You are getting a few hundred visitors per day (at least). But no one calls. What’s the problem?

  7. avatar
    Billie D. Preston says:

    Web analytics software is essential for understanding your visitors. It tells you detailed statistics about the visitors to your website—where they came from, and which links they clicked on once they arrived.

  8. avatar
    Carmelo Mack says:

    Without cookies being set, Google Analytics cannot collect data. Any individual web user can block or delete cookies resulting in the data loss of those visits for Google Analytics users. Website owners can encourage users not to disable cookies, for example by making visitors more comfortable using the site through posting a privacy policy .
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  9. avatar
    Silver Price says:

    By now you realize that just having a website for your business is not enough. Even getting traffic to your website isn’t sufficient. You also need to convince visitors to take the desired action once they arrive, whether that’s to call you for more information, buy a product, schedule an appointment or provide their contact information.
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  10. avatar
    Gold Price says:

    I love analyzing Direct traffic because it contains a valuable set of visitors who deserve more love than we currently give them.
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  11. avatar
    silver price says:

    Web analytics are only valuable if you are able to draw conclusions from the results and understand what actions you should take to improve the performance of your business. In this article, I’ll explain the analytics I look at on a daily basis to understand the performance of my company’s website and the effectiveness of our marketing activities. Specifically, we’ll take a look at how many people visit your site, the demographics of your visitors, what channels they use to arrive at your site, and what actions they take once they arrive on your site.
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  12. avatar
    Stewart H. Fernandez says:

    XYZ Dental Care gets 100 visitors per month, but only 2 percent of visitors contact them about their service. Both companies have the same advertising budget, but because the ZYZ Dental Care website is only converting 2 percent of its visitors to leads, they continue to put more money into advertising and driving traffic, thinking it is the solution for increasing lead generation and getting more sales.
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