Why are visitors not converting to leads?

[ScottyD]

Hi everyone,

I have a business that offers training on data analysis products like Microsoft Power BI, Excel's Power Pivot & Power Query etc.

I am using Microsoft Ads to promote my business. However, very few of the clicks are turning into queries. I am at a loss to understand why.

The adwords I am using a relevant to my website and looking at the search terms that people are using to find my page, they are valid in terms of what we do. I think our website is decent (I've certainly seen worse!) and my research indicates that our pricing is comparable to my competitors.

But if I look at the last 30 days on Microsoft Ads, I have had 433 clicks and just 1 enquiry! That's terrible! It's costing me money and I am not getting the value from it.

I'd really appreciate some third party impressions on our website. If you could spare a few minutes to give me your thoughts on why you think we might not be getting enquiries, I'd be very grateful!

Here is a link to our most popularly clicked on advert: https://www.dataskills.co/Excel_Pivot_Tables_Virtual_Training

Thanks in advance!

 

[Matt Rumbelow]

Hi, so the first thing I might say is that the landing page could be a little overpowering, and doesn't make it clear what the Call to Action is. The one green button is pretty hidden away, trying moving it to the 'above the fold' (ATF) space at the top of the page.

Also, could you post what the ad would look like? Maybe a lot of people who clicked were hoping for a free course, or were expecting something else.

Also also, are you tracking clicks? I'd like to know if people clicked the button, but didn't complete the form, or if they watched the video, but didn't do anything else. You can also track if people scrolled, which would be helpful. If no one scrolled, it might be the ATF content that's the problem.

Overall, CPC does have a low rate of success compared to organic, but there certainly are ways to improve it.

 

[ScottyD]

Hi Matt, thank you very much for the input. I will take what you said and make some changes. In terms of the ads, I have attached a "regular" and mobile view of one of the ads. This is the one that links to the pivot tables training course.

Again, thanks for taking the time to answer!

 

[Matt Rumbelow]

Okay, seems like it's a good ad that explains what the person will get, so there shouldn't be any bounces based on someone expecting something for free.

I'd definitely try some of the layout/aesthetic stuff first. Move the CTA button, swap the review with the video. Try stuff like that, one at a time, week by week, and see if the numbers shift.

Maybe down the line you could also experiment with giving away the first hour of the course for free?... But I think the design choices will be the best things to start with, rather than anything drastic. Look forward to hearing how it goes and glad I could help!

 

[ScottyD]

Thanks a stack Matt. I'll do precisely that.

 

[John Sanchez]

Try with simpler words for the ads, with precise keywords that powerup the search and the click from the future client.

 

[ScottyD]

I think you also can start your own business marketing strategy.

Hi Kate, any suggestions on how/where to start this journey? Thanks

 

[Xonicanr]

hello im peter nice to meet you!!

 

[Koler]

Most probably your website is not attracting new leads. Or your promotion is set for the wrong auditory

 

[mr-matt]

Great stuff!

 

[morozg05]

Thanks for this information

 

[flyingchris]

Hi everyone,

I have a business that offers training on data analysis products like Microsoft Power BI, Excel's Power Pivot & Power Query etc.

I am using Microsoft Ads to promote my business. However, very few of the clicks are turning into queries. I am at a loss to understand why.

The adwords I am using a relevant to my website and looking at the search terms that people are using to find my page, they are valid in terms of what we do. I think our website is decent (I've certainly seen worse!) and my research indicates that our pricing is comparable to my competitors.

But if I look at the last 30 days on Microsoft Ads, I have had 433 clicks and just 1 enquiry! That's terrible! It's costing me money and I am not getting the value from it.

I'd really appreciate some third party impressions on our website. If you could spare a few minutes to give me your thoughts on why you think we might not be getting enquiries, I'd be very grateful!

Here is a link to our most popularly clicked on advert:

Thanks in advance!

It could be the "page is not found" status on the link you are sharing, but seriously, I take it you moved the page URL? The speed of your site was a bit slow to load and that can kill conversion before anything else. Ensure your server is hosted in your own backyard. You wouldn't want a server in the UK and then have customers in the US.

 

[Okdar]

Try with simpler words for the ads, with precise keywords that powerup the search and the click from the future client.