Getting Traffic From Google But No Sales? How to Turn Clicks Into Conversions

One of the great things about online marketing  and more specifically Google Adwords is that it is highly targeted and you can measure just about everything. 

The Adwords interface is relatively easy to use and you have access to  important information such as: impressions, click-through-rates, cost/conversion  etc. to help you to optimize your campaigns.

However, although a lot of business owners and marketers manage to increase traffic through pay per click advertising, they don’t experience a similar increase in sales.

So, often I hear business owners complain’ “You know we’re getting all this traffic, but there are virtually no sales? Why isn’t it working?”

So, what is the problem? Well, in most cases the problem lies with their websites. And unfortunately a lot of business owners are too sensitive when it comes to their websites. They take it personally if you point out certain weaknesses in their site design or content that causes them to lose money.

The reality is that you can have the greatest click-through-rate in the world but if a visitor to your site does not take the action you want them to take (i.e. convert into a client) then the click was a total waste of money.

The real test of every online marketing campaign is whether visitors convert into customers or not. The job of your website is to convince a visitor to your site that they have found exactly what they wanted and then to make it as easy as possible for them to get it.

Here are some things to consider:

1. The look and feel of your site is important: Does your site look like a fly by night site or something that your next door neighbours 12-year old son put together?
2. Navigation: How easy or difficult is it for a visitor to use your website?
3. Relevancy: Are your keywords and ads relevant to your landing page? Do you have enough information on your landing page to answer your visitors’ questions?
4. Direct Response Elements: Do you use persuasive, easy-to-read copy?.. benefit-rich headlines to grab visitors attention? What about testimonials and calls to action?
   
   

One of the biggest problems I experience with websites is that they don’t connect with visitors by having a real Value Proposition. In simple terms it refers to what makes your product or service unique (different) and better than that of your competitors.

Bottom line?

Adwords can bring you a lot of traffic, but traffic will only mean something for you, if your website has the ability to turn traffic into sales.

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