Capturing people’s attention and motivating them to take action online is tough.  Try making an offer so irresistible they’ll feel like a fool to pass it up. 

One of the most frustrating things that can happen with inbound marketing is to get a lot of targeted traffic to your website, but no action.  No sales.  No calls. No profit.

High traffic with low conversion rate is demoralizing, particularly when it’s established that you are reaching your target audience.

There are a number of things that damage conversion rates, but one of the most common is lack of a compelling offer.

Person to Digital Conversation

Imagine your ideal client sitting alone at their computer.  They searched for you because they need your services.  They’re on your website.  Considering you.

There is a communication mode that takes place when a lone person is at a computer.  And while a good business website is working as a sales tool, it’s not a person.  This is not a two way conversation.

Often in sales, the prospect uses the defense technique of saying “I need to think about it”.  It’s usually it’s a way of buying time because they’re not convinced they want to buy.

On a website, time to “think about it” comes automatically.  Your website can’t read the prospects reactions and adjust the pitch.  Content must compel action.  But the indecisiveness can take over online.  The most common action is inaction.

If you are experiencing consistently low conversion rates on your site, you may be suffering from a flat value proposition.

So make your site visitors feel like a fool.

Of course this does not mean you insult them.

It means you make a single, specific offer that is so good that they’ll feel like a fool passing it up.  The offer they almost can’t believe.  It’s better than they imagined possible.  It’s the wow, that’s a hell of a deal reaction.

Your value proposition has to be crisp and compelling.  It addresses an exact need.  It’s the very best deal you can offer.

You want to stop them dead in their tracks.  If you can get them to think “this is as good an offer as I’m going to find”, then they will feel there is no value in continuing to search.   If their need is active, you’ll capture the lead.

Test With Landing Pages

When making a competitive offer, it’s a good idea to use a targeted PPC campaign with a designated landing page.   This way you’ll be able to track inbound traffic and the response of specific visitors to your website.

This type of offer is often a loss-leader, so you don’t want to put it in front of people looking for a short-term deal or freebie.  Instead, you want to target the type of traffic that becomes repeat customers and will give referrals.

After testing, you can look to move offers that do well to more prominent areas of your website.

Online marketing is competitive – often cutthroat.  You need your A game if you want to capture leads and sales.  If you offer is so strong prospects feel like a fool for passing it up, your conversions will increase.