Why All That Digital Marketing Traffic Isn’t Converting Into Sales

As the digital marketing landscape continues to evolve and organisations moved to a far more strategic focus, the question is being asked more and more –

“Why isn’t all this new traffic converting into sales?”

Often, this question leads senior executive teams down a rabbit hole of accusations and assumptions, leading to changes in the marketing strategy. The thing is, it’s always – ALWAYS* – a marketing funnel tactic that has failed, rather than the overall digital marketing strategy.

Analysis – there is plenty of traffic coming in, but the conversion rate is low. Therefore, the issue can only be related to – 

The quality of the traffic or

The experience the prospect is having prior to purchase.

We work with organisations to conduct a detailed analysis of their process, including the effectiveness of their website and the journey their clients go through. You can begin this yourself with a free online audit here, Then work your way through these key points to ensure each step of your journey is easy to understand, and effective.

the buyers journey

Top of Funnel
Introduction to your business
Engaging Visitors

Your SEO, advertising and inbound efforts have led the right type of prospect to your website, so far so good and digital marketing is doing its job. In order to make sure your website is welcoming, and straightforward for someone who is new to your business and offering, consider the following –

– Does your homepage clearly explain what you do, without industry jargon?
– Is there a simple and straightforward way for visitors to get relevant information about your products? (This does not include a generic contact form that involves interaction with your business)
– Is there an option to sign up to a newsletter, or get more information without having to fill in a long contact form; for example, just using their email address?
– Is there a “top of funnel” offer, such as an informational e-book, relevant blog post, or white paper that a prospect could download without any sense of obligation?

Middle of Funnel
Getting to Know You
Building a Relationship

By this stage, the prospect is aware of their problem and knows that you have the potential to solve it. However, they are still evaluating whether they should engage with you, use another company, do it themselves, or do nothing.

– Do you have a “middle of funnel,” offer that offers comparisons with competitors, or relevant case studies that could be used by prospects to evaluate your viability for their particular project?
– Does your website have a “social proof,” element? This can include testimonials, images of successfully completed projects, and sites with a good reputation, where your product or business has been featured.
– Is there a logical journey between your top of funnel offer, and your middle of funnel offer? In other words, if a prospect signs up for the top of funnel offering, are they then presented with the middle of final offering as a next logical step?
– Do you have regular email communication with your client and prospect base in order to communicate additional middle of funnel information?

Bottom of Funnel
Here’s How You Buy
Closing the Sale

Ironically, the final stage – which should be the most simple – is often the one most neglected and is easily the most common reason for a lack of conversion.

– Do you have a method of purchasing your product or service online?
– If this is not viable, do you have a simple (not a complex form) method of expressing imminent interest in making a purchase?
– Do you have a section on your website that explains the process before and after purchase?
– Do you have examples on your website of other organisations or people who have made the decision to purchase and have been better for it?

In order to increase sales, it’s important to evaluate every stage of your buyer’s journey in digital marketing, and make the necessary – sometimes painful – changes that make a purchase the logical end of the road. Make sure that your assumptions aren’t leading you to believe that things are better than they are, and be brutal with your process, website and journey.

 

*There are times when it’s a terrible product, but in that case we have nothing to discuss.