TME Troubleshoots
Your biggest challenge
“We have a good amount of enquiries or initial interest but it rarely converts into a sale.”
What tme says
A high volume of interest in the beginning can be a double-edged sword. If you’re seeing low conversion rates, look out for some of these potential barriers:
Mismatched expectations in price or product offering.
If your creative or messaging doesn’t match the actual price point or offering you have, it’s likely to cause a drop off in interest. When customers consider a product or service, they form expectations based on its perceived value. If the actual value exceeds the price, it creates a positive customer experience. Likewise, if the perceived value doesn’t exceed the price, you get a negative customer experience.
Poor UX on your website or a complex purchase process.
UX can either create a good impression about your brand, encourage engagement and increase the likelihood of conversion, or it can make people frustrated, unable to find the information they need, leading to cart abandonment or missed conversion opportunities. Check that it’s easy to find information, that your website is responsive and that content is clear. Your content should match the messaging and creative shown on your ads.
Wrong targeting (unqualified leads).
Your targeting may be too wide so your product is not relevant to everyone who shows initial interest. Narrow your targeting by being more specific with your customer personas - higher conversion rates from a smaller, but more qualified audience is better than dwindling interest from the masses.
If you’re working with sign-up forms to a product purchase, especially if the investment is high, don’t be afraid to add in some additional fields to get those leads to self-qualify. It will deter the people who aren’t really interested.
