Visitors not Converting? Here’s Why.

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If you’re wondering why your visitors are not converting into paying customers, read on.
It’s prudent to analyze just why they’re not responding as they should.
So let’s start with some basics:

1) The clients may not be getting your message:

Don’t be ridiculous, you say. I’m sending them emails - and I think it’s the right address. Your email heads straight to their in-box. Oh, is it? How do you know? How on earth would you know that they were actually getting it? Just because your marketing is headed to the right address, doesn’t mean it’s sitting in the right box. If you’re using email marketing, all your emails may be headed to a pre-arranged folder that the client means to read, but never does. (Hint: Change the email address you’re sending from).

2) Your message isn’t compelling enough:

You think your message is compelling. Your business partner thinks so. Your parakeet thinks so. The client doesn’t think so. Your message bores the client to bits. This is because you could be making several mistakes. Some of the most elementary mistakes are mixing up attraction with conversion factors.

Another mistake that most businesses make is they appeal to the ‘need factor’, instead of what the client really ‘wants.’ Of course, there are dozens of mines, when you’re trying to persuade, and unless you have a comprehensive checklist of what to put in your messages, you’re going to miss out crucial components. Sad, but true.

3) You’ve not created the first step:

Yes, so you’ve followed the rules, and kept marketing to the client. And yes, your client database is up to date. And God knows that everyone who sees your message says that the offer is extremely compelling. So what’s keeping the client from buying your product/service?

It’s called the first step. A first step that clients as well as volcanoes need to take. Something needs to trigger off the reaction. Something has to start the boiling, the hissing and the burping. And that something could be a free event that you hold. It could be a lower-priced item that you offer to start the reaction. It could be an outstanding offer, that gives a bunch of goodies that just can’t be resisted by the client. Look at your local supermarket for instance. They offer a few items at rock bottom price, probably making little or no money at all on these specific items, but the rest of the products are at regular or even higher price.

The Answer lies in the Theory of Consumption

So you’ve got to get them to get one purchase under their belt, and then work towards increasing consumption.The more they consume, the more they tend to consume. Make sure your clients are getting the message. Make sure the message is compelling. And yes, initiate a first step to get clients interested.

Then make them an offer they can’t resist. Yes, you may not make much money on the offer - but if you employ the “Givers Gain” Philosophy, (where you give a lot first - then you gain a lot later) and they will keep coming back for more.

Published by Catherine Maxwell on March 12th, 2008
Tagged General