Why am I having such a hard time on Riven?

I feel as though I'm doing the whole AA Q AA Q AA Q thing just fine, lading my E+W to escape, and also ulting when I'm going in to go ham... but then my enemy either gains all of his health back almost instantly or his burst is bigger than mine and I can't finish him off by the time everything I do goes off. I really just don't understand... I'm learning Riven so I get I'm probably doing something wrong, but I really don't understand. Conqueror just felt so weak to take on Riven, that I decided to take Electrocute and it didn't do anything more for me.
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