Top 5 Reasons Your Content Drives Traffic But Not Leads


Online marketing is simple. You get a few basics right, check everything on your to-do list and before you know you will be smiling your way through the fast-growing click to conversion rates. Well, reality is quite different.
There are a whole lot of things your customers are expected to do before the actual conversion happens. So that means you want them to stumble upon your landing page, buy your product, subscribe to your mails/newsletters, click call-to-actions and follow all your activities on social media.
And how do you get them to do all of the above? You need to set the ball rolling with simple things. And of course get them to click. No matter how you get them to do it, your role is to keep them engaged across the many stages of the funnel to ensure that the clicks to conversions happen quickly.
For faster click through rates (CTR), you need to ensure that you improve conversions across all mediums. So be it your landing pages, social media posts or advertisements, you need to focus on the entire digital marketing campaign rather than concentrating on just one particular method or marketing effort.

You need to look at the reasons why you are not getting leads despite having substantial web traffic. We’ve identified a few reasons why your efforts are not seeing the desired results. Take a look.

You don’t understand user psyche

There’s a reason why people click. You need to get to the bottom of this. No one likes to be taken for a ride. So misleading headlines or images are never really going to help you. Users are going to click only when you meet their expectations. You need to keep them engaged and ensure that you add value. Or else you will never be able to make real progress.
Let’s delve deeper into what entices them and look at things you are clearly not doing right.

You are not leveraging Google Analytics

You need to get into the shoes of your customers to understand what they need and whether your product or service meets their expectations. For instance, you may create awesome landing pages, add good content with the right keywords and hope to improve your CTR. Assuming your high-volume keyword gets you good web traffic and people actually end up clicking, the real conversion is going to happen only if the keyword is relevant. If you don’t offer what they thought you offer, they aren’t coming back. Period.
So even if you may have ranked good on the search engines but your users aren’t sticking around, Google will think that your content shouldn’t have been there in the first place. A good starting point would be to understand where and why users click and get a percentage breakup so that you can develop a better strategy and address pain points effectively.
Buffer for instance, realised that 21% of their visitors ended up clicking their logo. Knowing these things can be immensely helpful. There are tools and techniques available out there to help you with this. Experts have time and again harped on the benefits of using advanced heatmap analysis tools to know which pages on your website are the real crowd pullers.
Google Analytics Heatmap feature gives you a sneak peek into visitor activities, helps you identify trends, tells you the best time to post content depending on user activity, and plan a strategy according to the use case.

You are clueless about what they are searching for

Different types of posts and content will have different traction. So the type of visitors you get from social media, search engines and email marketing will be very different from each other – both in intent and brand loyalty. Typically, it’s the searched keyword that will reveal the intent and the reason they chose to look up for your products and clicked.
Typically, the keywords will either be navigational, informational or transactional in nature. While navigational ones take users to a particular site, informational ones draw users in the hope that the kind of information they need will be available on those web pages. On the other hand, transactional ones point towards a web-mediated activity wherein users may want to get quotes or subscribe.

A good content leads company helps you create content for generating leads by helping you pick the right keywords. Alternatively, you can look up to platforms like marXeed that will help you choose the right keywords and plan content strategy for leads accordingly.
The idea is to target commercial keywords that don’t just enhance traffic but increase the success rate of your outbound campaign. These keywords can be used to advertise on Google ads. Basically, what they do is ensure you get two clicks; one on the ad and the other on the call-to-action button that takes them directly to the product/service to buy or subscribe.

Failing to have a strong call-to-action

The hook line has to be good. Your call-to-action is what ultimately decides whether the conversion will happen or not. You need to use words that evoke a strong emotion and perfectly align with the needs of your customers. The audience needs to know why they need what you offer. You need to underline the benefits and also leverage FOMO (fear of missing out) well.
So how long should the call-to-action be? Well, it needs to be concise and the brevity and directness will eventually convince users about your offerings. Refrain from being pushy and yet ensure that they see the value you offer. While doing so, offer a discount or a waiver or something that makes it an irresistible deal.
See what Netflix did. The ‘Watch anywhere. Cancel anytime.’ is just what Netizens wanted to hear. Plus, a free trial for a whole month was a sure bonus. So now they had the chance to see what the world was raving about for free, and sign up only if they were convinced. The ‘Cancel anytime’ feature further gave them the peace of mind since they knew there was no risk involved. Since users are weary of the fine print that usually goes unnoticed till they actually land into some problem, the no commitment, zero risk option upfront clearly set the tone for better understanding and transparent dealings.

The approach you choose will depend on where the user is coming from. So the ones who have come to your page through their social media feeds are most likely to visit your page only if your brand message that connect. The key is to build a rapport and eventually a relationship with your customers. Along with necessary nurturing, you must also be responsive.
As Jeff Fuhriman points out, “If you don’t listen closely to your most valuable or ideal users and customer, you’re going to have a hard time creating relevant, valuable content.”

You are undermining the power of video content

Device usage of Facebook users indicate almost 95% users prefer accessing Facebook via mobile. This means the engagement happens through short video clips and swift ad clicks. Facebook lead ads therefore work incredibly well since they are user-friendly, and mobile and pocket friendly too.
A pre-filled form that has all the information that the user furnished on the Facebook platform further simplifies the process once the call-to-action button is clicked. The user simply needs to review all the details, make the necessary edits and conclude the process.
Autoresponder mails come in handy too. They make the user feel important and definitely send a good vibe. The key is to experiment, explore and find your niche.
E-commerce brands have seen growth in conversion rates after sending out a welcome email that directed users to a product catalogue or an online store by way of exclusive discounts. The manner in which you do this will ultimately decide if you are going to get good content leads and conversions after all.

You may have chosen the wrong metrics

Optimizing your campaign purely for increasing the click-through rate is not such a good approach. You need to ensure deeper customer engagement enticing prospective buyers to do something. A classic example of this is a free eBook. So when they click on your ad, they stand to gain immediately. Once the relationship develops, the chances of the click converting into a sale are pretty high.
We recommend you focus on these:
Evoking emotion – The first stage of every conversion funnel is to create brand awareness and arouse feelings of curiosity and interest about the brand. The feeling should be positive and uplifting.
Cost per lead acquisition – It is ultimately the money that counts. So pay close attention to what you are investing vis-à-vis the returns you get.
The rest will soon fall in place with a bit of patience and persistent efforts.

Summing up

Users certainly don’t have the time to waste on clicks that serve no purpose. You need to understand what excites them and observe their behavior closely. Understand what brought them to your page and what can keep them interested. Work on building best content for leads. Pay attention to aesthetics and write catchy headlines. Offer social proofs wherever possible. Also ensure that the call-to-action is smart, crisp and offers exactly what was promised.
For content generation ideas or keywords for content leads, feel free to contact marXeed. Drop us a line or call us for a quick demo. We’re all you need to build successful outbound campaigns!

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