Why visitors are not converted into customers - Some Thoughts

[lholland]

Some points I would like to share with you that can be considered as Conversion killer -

>> Fear of wasting money - If a visitor gets this feeling before clicking the checkout button, he will definitely move back.
>>Fear of mockery - Are you sure your product will make your buyer a satisfied owner. You sell exactly the same piece which is marketed on the website.
>>Fear of feeling stupid - Enough testimonials, product reviews should be there to convince a visitor that he is opting the best option available.

To keep all these feelings away from your website visitor you should be Trustworthy in appearance and language, transparency for all the procedure like money-back or product returning, shipping, should earn convincing credible authority, lots of high-value content, and just be decent in every move.

[James Farren]

I would have to disagree big time!!

I do not think that those 3 reasons would even be in the top 10 for why customers do not buy products.

It is all to do with their emotions and fears, all things irrational.

In general most people do not buy things through logic, and if you try to convince them to buy using logic you will fail.

It is all emotional!!

If you know what words really hit your prospects emotions, if you can make them feel like your product will get them where they want to go, they will buy!

If you want to make your visitors take action and become visitors, you need to nail them between there eyes.

What I mean is that if someone for example, is searching the internet for how to improve their golf swing, and this person is 55 years old and suffers from arthritis...

... And they land on your website which says "Discover how any 55 year old man suffering from arthritis can improve their golf swing"

I can tell you right now they will buy your product!

It is specific for them, it would get their emotional hot buttons going.

That is how you make sales, by hitting your customers between the eyes!

[kevinkllewis]

James, I agree with you somewhat but your example was extremely specific. That analogy might attract one 55 year old golfer with arthritis but how many of those people are out there and surfing the Internet. How do you target the emotions of thousands of people who are different in many ways? What I get form lholland's post is that there are some generalities that appeal to everyone and most customers want to feel safe when they are considering buying your product or service. They want to feel like they are at least going to get what you promise to deliver and if they can get something extra that would be a bonus.

[James Farren]

Yes I understand, however the most successful internet marketers do not market to every one, they are that specific.

Lets just say that you spend $100 dollars on google adwords, all your keywords are golf swing related. Now about 60-70% of the people who come through your adds will be between 50-65 males. I didn't make that up, that is just the general demographics. Now of that 60-70% about 40-50% will have a problem with arthritis (a lot of older golfers do). So now that is about 30% of all people who go through your adds that are between 50-65 yr old, male, and have althritus.

Now if you market specifically to that person, 100%, and you hit them straight in between thier eyes so they say "wow this is for me", they will buy. Now you can do that by being general. If you try to target all your visitors, your conversion will be below 5%.

Eben Pagan (one of the most successful internet marketers ever) says that good copy alienates every body except your target. He says that you want every body else to say "this isn't for me" and leave your page, but you want that tight 30% to say "wow this is for me, this is exactly what I am looking for".

It may seem counter intuitive, but if you want to make sales, or convert your visitors, you have to be extremerly specific. Thats just great marketing.

[veikoh]

Maybe they just do not have not a need to buy your product and are just watching around? You can't expect everyone who enters to your store to buy something...

[leesfer]

Conversion optimization is something I do for a living and I can tell you the number one reason visitors do not convert to buyers is TRUST!

You need to build trust on your site. Use anything you can, SSL certs, trust logos, user comments/testimonials, user ratings, reviews. I can guarantee a boost in sales after you do this... Use the word "guarantee", too

The second thing is COPY! If you don't know how to write headlines and sales copy, you need to pick up a book on the subject asap. It will do wonders for you business

[katereber]

Visitor is just visiting your site, if he is interested in your site and when he signs up or downloads something from your site, it can be a lead and the leads can be translated to sales..

[andreyknure]

Talking about the main reasons, for which visitors of a website are not converted into customers I would like to say that often such situation happens due to errors in functioning of a website. Also, if your website has some ammounts of traffic you should make sure that this traffic is targeted. Also, you should make sure that audience is in need of products you offer.