Why is your Conversion Rate not working for you?

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Conversion Rate (CR), now a common term used among modern marketers, is known for being one of the most popular key performance indicators out there. Essentially it tells you how many people have done what you targeted them to do. The more people click onward, the higher the conversion rate, which is always a good indicator of successful marketing. That is why conversion rate optimisation (CRO) is very important to advertisers and marketers. This article, however, is for those who are struggling with their CRs. What happens when it’s low, maybe even on a steady decline? What’s causing it to drop and what can you do about it? Below I’ll point out a few big issues that cause low CR.

Lack of SEO

If your website and landing pages aren’t optimised for search engines, you might not be getting as much traffic as you could be. How can you identify this lack of search engine optimization (SEO)? Just ask yourself the following questions:

  • Do you tend to neglect SEO because you think it’s a waste of time?
  • Are the majority of the keywords you bid on long-tail or exact match and thus super specific?
  • Is your website only optimised for search engine bots instead of visitors and mobile users?

If any of these are true for you, they could be contributing to a low CR. Check out this helpful article on Modern SEO Strategies.

Poor Calls-to-Action (CTA)

If users are unsure about what your CTA is asking of them, they are most likely to move on. That option is much easier than trying to decode your not-so-clear message. Evaluate your CTAs’ weaknesses by asking yourself the following:

  • Is the desired action unclear?
  • Is the CTA hard to find on the page?
  • Are my CTAs irrelevant to my target audience?

If you answered yes to any of these questions, your CTAs might be preventing conversions.

Say you’ve got a killer CTA that really makes your potential customers want to click. That’s awesome, but it won’t work to your advantage if your link takes them to an irrelevant landing page that confuses them.

Like with a confusing CTA, if a user clicks your ad and is confused by your landing page, they are more likely to leave it than to stick around to figure it out. This is why it’s important to give users what they’re looking for and make sure that there’s a cohesive message match between your ad and your landing page.

It’s important to figure out how to be original yet straightforward with your CTAs so that you’ll get people to click and convert. Most importantly: Avoid These Mistakes With Your Call-to-Actions.

Target Audience is Too Broad

When it comes to your target audience, quality triumphs over quantity. If you’re appealing to a broader audience with a more general ad you may be better off targeting a more segmented audience with a more specific ad if you’re looking for conversions.

Are you appealing to a lot of people with varying demographics, buying history, and backgrounds? If so, potential customers might see your ad as impersonal and irrelevant, making them not want to click.

It’s important to figure out the specific group you want to target, and then do your best to appeal to them in a relatable, personal way. In other words, you have to create a buyer persona that suits your marketing strategy.

Not Persuasive Enough

A low CR could be the result of a lack of persuasion. If your ads and CTAs implore the user to complete a desired action without some incentive, people will be less likely to click.

It’s important to let your audience know what’s in it for them. Here are some crucial tips:

  • Write a great headline
  • Use differentiating characteristics to set yourself apart from the competition
  • Add pricing to your ads

Lack of Follow-Up

If you’re not following up on your advertising endeavours, you’re like a blind marketer trying to understand what’s working and what’s not. Using an analytics program makes it easy to measure your success and find the root of your issues.

The big one, as we all know, is Google Analytics (if you haven’t, it’s definitely time to get started). It includes features such as advertising reports, campaign measurement, and advanced segments. Carefully learning about and looking at all your analytics gives you a better chance of diagnosing and fixing a low CR.


So if you’ve got a low CR, I would recommend evaluating one of the potential reasons above and try to amend your approach. With some investigation, the right tools and constant engagement, you’ll be on your way to diagnosing and repairing your issues in no time.

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