Fractional CMO | Israeli-American | B2B Tech | Helping companies build and execute strategic marketing
Your site is getting traffic, but your users aren’t converting. We've all been there, but that doesn’t make it any less frustrating. My top three reasons why it might be happening, and ways you can address it: 1) 𝗬𝗼𝘂𝗿 𝗼𝗳𝗳𝗲𝗿 𝗶𝘀𝗻’𝘁 𝗰𝗹𝗲𝗮𝗿 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲. Your clients are coming to you with a problem. You have a solution. But if your clients get to your site and see a jumble of offers, with nothing clearly for them, they’re likely to leave. We’re all busy; being bombarded with multiple options or a giant wall of text is a terrible experience–and a frustrating one. 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Unfortunately, this isn’t an easy one. You need to understand your clients, and what they need, in order to properly position yourself. And then you need a clear offer. Take a look at the homepage of Pipedrive. Two buttons, with the same, clear call-to-action: “try it free”. A summary of what they offer in under 10 words. As you get lower on the page, you see testimonials from users, showing social proof that what they’re selling works for real people. 2) 𝗬𝗼𝘂’𝗿𝗲 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝘁𝗵𝗶𝗻𝗴. Imagine if you went to buy a car and instead of telling you how it drives, how safe it is, the value you’ll get, the car company couldn’t stop talking about the size of the glove compartment. “The glove compartment is so big, you could put a whole overnight bag inside!” Uh, ok, but what about how it handles in snow? How’s the A/C? Tell me how it drives! If you’re not emphasizing what your users are looking for, that’s an exaggerated version of the experience they’re having. 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻: talk to your users, or your potential users. Find out what they care about. Check out what your competition is pitching, and see what the media has to say about your product. Reddit is becoming a great source of information, and you can’t count out other social media. The point is that whatever you do, you have to find out what matters to your users, and focus on that. 3) 𝗬𝗼𝘂’𝗿𝗲 𝗯𝗿𝗶𝗻𝗴𝗶𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝘂𝘀𝗲𝗿𝘀. Getting traffic is the easy part–for enough money per click, you can drive anyone to your site. But if you’re running ads on the wrong terms, or showing up in the feeds of people who don’t need your product, they simply won’t convert. A great example of this is if you’re selling a martech product for enterprise, but bringing in users from small businesses: mismatch. 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Take a close look at all your channels and make sure you’ve clearly identified your target audience. This includes paid ads, all influencer partnerships and who their audiences are, all content delivery channels, both organic and paid, and your messaging, to be sure it’s on target. Effective marketing is about making sure the right product gets to the right people at the right time. It’s that simple, and that complicated.
Lewis Goldstein
5mo
Great points Rachel. One issue I see often is a company putting too much focus on what they do vs. how the customer benefits. Putting the spotlight on what's in it for the customer - how their life gets better - is key.
Marissa Nuss
5mo
Great text Rache!
Web Designer: 300+ clients increasing sales from their smart & beautiful websites | Memorable websites for passionate entrepreneurs | Founder at Awaken Studio
5moSuch good points and examples. I’d also add to not inundate your website with lengthy text that they won’t read. Get to the point and fast. Otherwise they might already click out of the site before even seeing your offers.