Conversion Rate

16 Reasons Why Your Blog Doesn’t Convert

Conversions are just about everything in Internet marketing. If you’re not making conversions, you’re not getting subscribers, sales, or revenue. You might be able to drive hoards of traffic, but in the end, you won’t make any money since your visitors aren’t converting.

Here’s a bit of troubleshooting as to why you’re not getting the conversions you need.

1. Not Giving Something Away

If you want opt-ins, if you want user engagement, if you want conversions, you need to give something away. And you can’t just be “giving” away rebranded PLR. Whatever you give needs to be of high value, and needs to be something that your readers will actually appreciate.

First off, your blog (if you have a blog) needs to be of the highest quality content possible. It should really help people out, and not just restate what you can already find plastered all over the Internet.

Secondly, if you’re looking to increase your opt-ins, i.e. subscribers, make sure that you have an incentive to subscribe. Give them free access to an eBook, video tutorial, interview or something of that sort after they subscribe.

2. Not Building A Relationship

If you want to take your readers to a point where they do more than just reading your e-mails/blog posts and they actually buy your products, then you need to have a relationship building process going on first.

You can build a relationship by interacting with your readers. Not just in the blog comments, but also in their e-mail inbox (respond as fast as possible if they ever ask you a question), on social media (thank & follow them if and when they share your post to their network), and wherever else you can think of.

All the while, be thinking of how you can build a relationship with your viewers and how you can get closer to them and build trust.

3. Your Blog/Website Is Not Reader-Friendly

Color Conversions

Courtesy Doug88 via Flickr.

There are user-friendly blogs, and then there are NOT user-friendly blogs. The former gets a whole lot more conversions than the latter.

Typography (your fonts and how they look) play a huge role in conveying messages to your readers. HubSpot showed colors play a huge role in conversions – a red call to action button converted 21% better than a green one did.

Pick your design and colors very carefully.

4. There’s No Opportunity To Interact With The Site

Probably the worst things you could do to hurt your conversion rate is to have comments turned off on your blog posts or to have no social sharing plugin setup that makes it easy to share your posts/website.

The more you can do to interact with your viewers, the better.

5. There’s No Picture Of You

How Faces Impact Conversions

Photo courtesy Epsos via Flickr.

People feel much better buying from a real person rather than from a faceless mask behind the computer. Use a professional, smiling photo of yourself on your blog and watch your conversions skyrocket.

Again, you’re building a connection with your readers. An emotional and physical connection – your face is now registered in their brain. Needless to say, that’s a good thing to happen.

6. You Talk In The 3rd Person

Always, always, always use the first person point of view in your blog posts. The only instance where you might not want to use first person (and 3rd person instead) is if you’re blogging/writing for a major company like eBay, Amazon, Apple, or that sort. If you are an Internet marketer selling a service, or if your brand isn’t that big yet, go first person.

Using words like “I, you, we, us” helps to build a connection with your readers and interact with them.

7. You Don’t Look Cool

A sleek blog design that makes everything easily accessible and “just a click away” helps readers to navigate your system. Also, people like to look at a cool design, increasing engagement and decreasing bounce rate.

Yes, that means investing in a premium theme or even a custom blog design. Be sure to use one that fits in well with the message you want your blog to convey. For instance, if you sell comics, your blog design will be drastically different from what you’ll want if you sell packaging equipment.

8. People Don’t Practice What You Preach

Or, in other words, other people haven’t got results from your services/products. If you’re selling an eBook guide, and people aren’t actually implement the techniques/strategies discussed in the eBook, why should others buy it?

If you don’t have proven results from people who have practiced what you preach, then you can count on a <1% conversion rate.

9. You Ask For Too Much Private Information

If you’re trying to build a list, the only piece of information you really need is their e-mail address. Believe it or not, but their first name is completely unnecessary to market a product to them.

True, asking for a first name and using it in your autoresponder messages might help you build a better connection with your list, but the decrease in conversion rate isn’t worth it in most cases. The less forms people have to fill out, the more likely they are to fill out the essential ones.

10. Where’s Your Track Record?

Where’s your proven track record backing up your product? Going back to the hypothetical case where you’re selling an eBook – you need to have case studies and experiments to back up your strategies that say “hey, my strategies really do work. By doing XXX I was able to increase my revenue by $X,XXX every month”.

It’s great to have testimonials from former clients, but your own track record should reflect what you teach positively.

11. Your Traffic Has No Focus

The moment anyone visits any page or post in your site you should have a specific purpose for them. In most cases, that purpose will be for them to subscribe to your mailing list. If that’s your goal, then everything your viewer does from the point he steps onto your site should be concentrated on getting him/her onto your list.

On the other hand, if you want to start selling and profiting from them right away, then channel your traffic straight into your sales funnel. But whatever you do, your traffic has to have a focus and purpose.

12. Traffic Targeting Is Everything

That said, some traffic converts better than other traffic. If you sell skateboards, 50 year old females won’t convert as well as 18 year old males.

SEO traffic is reputed to have high conversions. Traffic from social bookmarking (think StumbleUpon, Reddit, Digg), on the other hand, is notorious for low conversions and high bounce rates. Target your traffic so that you are only getting the highest quality traffic that is very relevant to your offer.

13. It Isn’t Easy To Convert

If there’s a bug in the system, or if there is something that somehow stops your visitor from being able to do what you want him or her to do (i.e. subscribe to your list or buy your product), then you are losing out on a hefty percentage of leads.

If subscribers are your goal, ensure that opt-in boxes are pretty much all over the place. They should be able to get into your funnel process with just one click.

14. Your Name Doesn’t Carry Any Authority

Michael Schumacher’s name carries authority. Rand Fishkin’s name carries authority. Muhammad Ali’s name carries authority. Does your name carry authority in your niche?

If you haven’t been able to brand yourself to a point where you’re held in high esteem by the people you want to market to, the best way to build your authority is to leverage the existing authority of others. Interviewing people in high places, guest posting on their blogs, and doing whatever you can to associate your name with theirs does wonders to increase your authority and popularity.

15. Your Site/Blog Is Very Vague About What You Do

The very first moment someone steps onto your site, they should know what your site is all about. For example, on our site, our domain name, our logo, and our homepage lets visitors immediately know that they are visiting the website of an SEO service provider.

If you provide business consultancy, don’t blog about anything other than business consultancy (yes, that means you can’t blog about your pets). Don’t stray from your topic – keep your entire site laser focused to your purpose.

16. You Haven’t Split Tested

If all else fails, then it is time to turn back to good ol’ split testing. See what version of your sales page converts. See what doesn’t.

See how the color of your call to action button impacts your conversions. See how your typography, logo, theme, blog posts, etc. impact your conversions.

Test, test, test, then test a bit more.

Summing Up

If your website isn’t converting, and if you are not making money yet, you are doing something wrong. Probably one or more of the above sixteen problems.

Concentrate on fixing them, and you will be good to go for countless more conversions.