Conversions are the main goal of marketing strategies. Spending hours, days, and sometimes even weeks coming up with the perfect strategy is one of the main purposes of a marketing agency or agent.
Just spending time on a marketing strategy isn’t enough. Sometimes even the theoretical “best” strategies won’t lead to conversions. There are many reasons this may happen, and we’re going to cover all of those reasons.
The most important thing to remember is that, as a marketer, you must always roll with the punches and adapt to the truth. Measure your stats, and do what works for your brand and your audience, even if it is counterintuitive or against the grain.
Poor Call to Action (CTA)
Sometimes your fundamentals may be a bit off. We have seen many businesses and brands utilize Calls to action that seem really strong on a surface level, but in reality, they’re confusing or too complicated.
I’m not going to say that creating the perfect CTA is easy, but I will say that the perfect CTA should be easy to read and convey your message at a glance. Do not be ambiguous or add too much flavor. Tell your audience exactly what you want them to do.
You’re not Testing (or Analyzing)
Testing and analysis are absolutely crucial to marketing success. A/B testing should be done at a minimum. Especially nowadays, when it’s fairly easy to set up such tests.
A/B testing is creating two different versions of your site or webpage and measuring which one leads to more conversions over time. This could be as simple as creating two different CTAs and trying to find which one works better.
There are also many analysis tools that you can incorporate into your website to find which pages the users are spending their time on and which ones are sending them where you want them to go (i.e., the shopping cart).
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Incorrect Target Audience
Touching back on the fundamentals a little bit, you have to be sure that you’re marketing to your target audience. If your marketing is too broad, then it’s going to be much harder to create conversions.
After all, you can show a fish the best tree in the world, but it will never climb that tree. There are many ways to find your target audience, whether using fancy analytic tools or just researching social media to see where your followers and customers hang out and who else they interact with.
Not Writing for your Audience
Once you have your audience, you also have to put in the effort to write for that audience. If you have a casual audience and you write too formal or technical, then they’ll have no clue what you’re talking about or be too bored to care.
If you write a 2,000-word blog post for an audience of businesspeople with limited time, they’ll never get to the point, even if your service would be perfect.
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Your Website is Not Perfect
Finally, your website has to function well, no matter what. Even if your marketing strategy is perfect, your content is crisp, and your CTAs are perfectly catered to your audience.
None of it will matter if your website is laggy, doesn’t work on mobile, or is too convoluted to easily and quickly navigate. We’ve seen many sites where we had to rack our brains just to purchase an item or contact support for a question. Keep your website functional and straightforward so that it’s not working against your marketing.
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