Good question. Unfortunately, there isn't one answer as to why copy doesn't convert. Truth is, some of the reasons don't have anything to do with the copy itself, such as poor keyword targeting. But since that is more marketing than copywriting, we're going to leave that discussion for another day. In this article, I'm going to cover the three main reasons why your copy is not converting. If you fix these three things, you should find the sales starting to come in, provided everything else (your marketing for one) is in order.
Probably the main reason why your copy isn't converting is because of your headline. The headline is probably the most important part of your sales letter. Statistics show conclusively that 80% of the sales that you make come from your headline. The reason is simple. If your headline is weak, people aren't going to stick around to even read what comes next. In other words, you lose them right from the get go. So making sure you have a strong headline is your first priority.
The second reason why your copy isn't converting is because of your guarantee, or lack of one. The world has been scammed big time. Since the dot com bust, prospects are very cautious about anything that they purchase online. So if you have no guarantee or a weak one, you're not going to make sales. Prospects want to know that if there is anything about the product that they are not satisfied with, they will be able to return it with no questions asked. And they want enough time in which to do this. So 30 day guarantees are not going to cut it.
Finally, there is your closing. So many sales pages have the worst closings such as, “Click Below To Order". That's not a closing. That's not even a strong command. Nobody is going to pay attention to a close like that. You have to get people excited about making the purchase and click below isn't going to do it. A weak closing can kill an otherwise strong sales letter.
By simply concentrating on these few items, making a strong headline, giving them a great guarantee and closing them in a way where they are compelled to make the purchase, you'll find that your conversions will go up greatly.
Now, if you want to discover how to do all this and more simply, check out the link in my signature. You'll be writing top notch salescopy that converts in no time at all.
To YOUR Success,
Discover How YOU Can Write 6 Figure Copy For Pennies. . . And Save Up To $15,000 In Copywriting Costs For Yourself. Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.