Often, business owners that struggle with sales aren’t dealing with a lack of leads – the problem is a lack of conversions.
If your sales are lagging and you’re ready to turn things around, use this list to troubleshoot possible reasons your leads aren’t converting:
Lead Conversion Troubleshooting
Before we get into some of the most common lead conversion problems, keep this in mind:
Tackling a problem like low conversions might be a minor tweak, or it might mean a major overhaul. Tracking your company’s key metrics makes it far easier to identify and fix weak points in your overall strategy, so always go back to your numbers to check your assumptions.
Don’t be afraid to enlist expert help if you need it. You may be in business for yourself, but you don’t have to do it by yourself.
Now, let’s look at 3 lead conversion problems that many businesses face:
Potential Problem 1: You’ve Generated the Wrong Leads
Even the greatest marketing in the world is worthless if it doesn’t get in front of the right people.
Conversions happen when there’s a match between your product, your marketing, and your audience. In other words, you must say the right thing, in the right way, to the right people.
Here are some indicators that you might be marketing to the wrong audience:
- You can’t seem to get anyone engaged with your content
- Prospects object about price
- Your webpages have high bounce rates
- You get lots of return and exchange requests
- Prospects ask for products or services that aren’t part of your core business strategy
Solving the problem:
Usually, when you end up with the wrong leads, it’s because you’re getting them from the wrong place.
Make sure your PPC ads are focused on the correct keywords, your Facebook ads target the right audiences, and you’re purchasing ad space in the right places to get your marketing message in front of the kind of people who are likely to make a purchase.
Potential Problem 2: You’re Using the Wrong Marketing Message
If you’re confident that the right people are seeing ads for your product, but your sales numbers are still low, perhaps your marketing message isn’t connecting.
Look for these indicators to help you determine if it’s time to work on your marketing:
- Your leads leave when you ask for a sale
- Your average time on page is good, but your conversions don’t reflect that
- Prospects ask a lot of questions you thought you answered in your marketing
- Your product can solve your prospects’ problems, but they don’t seem to believe it
Solving the problem:
It’s not enough to say the right thing. You must also say it in the right way so that your prospects understand how you can help them.
Determine why a person would purchase your product or service, and pay attention to the way your prospects ask questions. Make sure you’re speaking their language, and your responses will improve.
Potential Problem 3: You’re Focused on Money, Not People
The way you think about your customers shows in your marketing.
If you see your customers as a way for you to pay your bills, they’re going to feel like you’re more interested in their money than their problems, and they won’t trust or like you.
However, if you genuinely want to help people, and you appreciate when buyers choose you over your competitors, your customers will sense that, too.
Watch for these signs that people feel like you’re trying to take advantage of them:
- Feedback from prospects is standoffish, aggressive, and wary
- Email open rates are low
- Email unsubscribe rates are high
- People don’t return to your website after their first visit
- Your marketing doesn’t seem to stick
- Your social engagement is problematic
Solving the problem:
In this case, the “what’s in it for me?” attitude is the problem.
Of course you’re in business to make money, and you should get something out of your efforts. However, it’s a two-way street, so the first step to fix this issue is to adjust your attitude.
Remember that your business is both give and take, and you have to be the one to give first.
With that in mind, the way you recover after your audience feels used is to give value in your marketing and other content.
Reverse your focus from “what’s in it for me?” to “what’s in it for you?” and you’ll begin building trust, growing relationships, and reversing your conversion problems.
Just remember to give value to the right people, or you’ll be dealing with the first two common problems mentioned in this post.