One of the myths that many people have about websites is that getting traffic should directly translate to making sales. There is a common misconception that because a site receives a few hundred visitors every day they are attracting just as many potential customers. Unfortunately, this isn’t always the case. Traffic doesn’t always correlate to prospective sales. You might, in fact, be attracting the wrong kind of traffic to your website, meaning you are getting a lot of visitors but aren’t making any profit. It is what we call a low conversion rate.
Let’s use a hypothetical scenario to explain why your conversation rate might be low. For a moment let’s pretend you provide a commercial groundskeeping service. Your website might be getting hundreds of visitors every day. However, if 80% of the people have come to your website thinking you are a domestic gardener, the majority of your traffic won’t be interested in what you are selling. It is the digital equivalent of them walking into the wrong store – and they will walk out straight away.
At Pixus we have a number of analytic tools to investigate where the traffic to your website is coming from. If we believe it’s not coming from the kind of visitors who would be customers, there may be a number reasons why. Here are just a few things we will take into consideration:
Your brand identity is communicating the wrong messages
As we discussed in our blog post about brand identity, people who are online won’t spend much time on a website. They may open a great many tabs when they are searching for the services they need, and they will click off any they don’t immediately feel are suitable. One of the best ways to ensure people stay on your website is by having a website design that instantly communicates what your brand does. You don’t want to be a reputable provider of high-end luxury items and have a busy site with animated .gifs for instance; you’re going to lose your customers right away. However, it can also be more subtle things like your choice of colours, fonts or the logo.
Your content is written for the wrong audience
Content writing isn’t just about putting words on a page. It is an integral part of how your potential customers learn about the products and services you are providing. It can answer their questions, assuage their trepidations and convince them that what you’re selling is what they need. But to do that you have to know who that audience is and write for them accordingly. It’s okay to use complex industry jargon if you’re a wholesaler selling to fellow experts in your industry. If you’re selling to everyday folks, keep it short and simple.
Google is not picking up your website for the right search terms
This one is a little more complicated, so let’s quickly jump back to the groundskeeping service example we used in our introduction to explain this as simply as possible. If the website has been built, written and structured in a way that indicates to Google’s algorithms that a business provides domestic groundskeeping, the search engine may include it in their results for that service, not the one you are providing. People might be coming to your site by searching terms like “home gardener” or “domestic groundskeeping” which you don’t provide. A professional SEO can analyse what kind of phrases your potential customers are searching, and they can then optimise your site so it shows up for the best ones instead based on search volume, competition, etc.
If you are wondering why your website is getting lots of traffic but no sales, get in touch with Pixus. We are able to analyse the data about your website and offer solutions that will ensure more sales.