Depesh Mandalia explains why you get clicks but no sales: unhandled objections. Prospects worry about being scammed, losing money, or picking wrong. Address these fears directly in your ads and landing page, or they won't convert.
Chapters
So often when the conversion rate is poor I know especially if the click through rate is okay I have not handled objections so at this stage I'm going into the why not. So for example and this ties in to the offer so if our offer is the developing future wealth with short long term investments the why not would be fear of getting scammed fear of you know losing their retirement money if it goes wrong fear of choosing the wrong option and wasting 20 years of their life. So they're all things you must tackle. So for example if I'm now writing this copy and then I would start talking about it so you're probably worried about making the right decision now for the next 20 years or you're probably worried about can I trust XYZ. So they're all things I'm sprinkling into the ads and definitely putting into the landing page because at that point you don't want to leave any open ended answer questions unanswered. So that's the whole process that we go through.