My Book Ads are NOT converting. Why?

Hi moneymagneto,

The key concepts for successful marketing include market segmentation and testing.

Clues to your conversion issues can be found in segmenting your website analytical data. Have you tried that yet? If so, what insights did you gain?

How about testing? Have you tested various value propositions, selling points, brand positioning, price points? By setting up split tests that are designed to compare various key selling points, you can gain insight into the various segments of your audience. The behavior of your audience in response to split tests will help you see exactly what works and what does not work. Those insights will help you refine you marketing messages, website content, and audience targeting to focus on the most responsive campaign performance.

By the way, 20-30 visits is not a lot, have you filtered bot traffic from those visits to get unique visitors? I typically see that many daily visitors on brand new ecommerce websites that I haven't even began promoting yet.

Without seeing your book and your marketing messages I can only guess as to what your issues might be. Here are two of the most common I see on new websites:

1. Clarity - many new marketers fail to make it clear what they are selling, why someone should want it, and exactly what action they want visitors to take. They often make the assumption that everyone knows all of those things and wonder why no one is purchasing when they leave out one or more of those crucial items.

Another issue related to clarity is utility value. You cannot assume that your visitors will figure out all on their own what the value of your offer is, you most spell it out clearly with specific detail if you want users to take action.

2. Generalization - Often I see messages that are general rather than specific, perhaps due to a desire to cast a wide net. Your visitors want specific information and abhor over-generalized language. When you speak in "general" terms your ideas and thoughts do not always form crystal clear pictures in the mind of the prospect. The right sequence of mental imagery is what tends to trigger action.

Likewise, targeting a "general" audience rather than a very narrow audience segment, leads to poor conversion rates.Your audience responds when you speak to them personally and specifically, and often do not respond if they feel you are not speaking specifically to them.

HTH,

Google Hugh Ray Football - This is the website. We have Social Media setup, etc.

I have about a $500 budget left for Ad spending but don't want it going down the toilet.