If your business relies on website traffic to generate revenue, it’s important to give some time as to how your customers convert on your site. Low conversion rates, naturally lead to a loss in potential revenue. Although there are many tried and tested methods for generating search traffic, converting these visitors into customers is far less discussed.
You can boost your customer conversion rates significantly with a few simple fixes. While it is essential to implement specific conversion strategies, you can skyrocket your conversion rates by eliminating potential ‘bottle necks’.
Here are five reasons why your site isn’t converting properly and what you can do to rectify them:
Wrong or insufficient Calls to Action on the site
A lack of solid calls to action could be why your website isn’t converting correctly.
There may not be enough signposting for customers during each stage of the sales funnel.
A common mistake is to assume that your customer should know what to do. As simple as it sounds, if you’re not clearly marking out the action you want them to take, this will cause your customer to either apathetically scroll up and down your landing page deciding what they should do next.
You may also have the wrong type of call to action for your product or service.
If you’re directing visitors to a lead generation form avoid CTA’s like learn more, submit, click here, which are vague, unexciting and don’t give an understanding of what happens next. The reader needs to know exactly why they should click and what the next page will contain. Writing a meaningless call to action like ‘Join the Adventure’ holds no persuasive value and leaves your audience in the dark about the next step in the funnel.
Instead use words like, Book, Get Started, Get Access, Sign Up, Schedule, Request, which give a sense of a result from them taking action.
Lastly, your CTA’s may be positioned incorrectly on the page
For example, putting a Buy Now button at the top of the page, when the customer needs to evaluate your product or service, is asking the customer to commit
As soon as they’ve walked in the door.
Your calls to action may also blend into the background of the page. It’s common for a web designer to blend and tone everything, so it looks colour coordinated. However, this can also mean that your users glance over the call to actions, as they don’t stand out, which will affect your click-through rates and ultimately your conversions.
Customers hitting a dead end
A website dead end is when a website visitor clicks on one of your pages, reaches the bottom and discovers that there is nowhere else to navigate to and is left alone(such as to other pages on your website).
Your website needs to be structured as a seamless sales funnel, guiding users on a logical path from discovery to checkout. If you don’t have a call to action at the bottom of each page, or internal links to move your customer onto other high value pages, more customers will exit your site having taken no action.
What’s more, if there is no evident place to ask a question – such as a chatbot, email or phone number – the site is failing to catch the customer at the point of interest.
The site performs poorly on mobile
Google introduced mobile-first indexing in 2020, which means that the search engine scans the mobile version of website content when indexing and ranking for results pages.
If the mobile version of your site is poor, with small text, long paragraphs, difficult navigation slow loading times and too many call to action’s, don’t expect your customers to convert in the same way they convert on your desktop version.
Overwhelming customers with too many options
Another reason your site may struggle with customer conversions is that you provide your visitors with too many choices.
If you have too many options on the page or you’re listing too many products, you will drive your customer into a state of paralysis, where they’re unable to make a decision.
An effective sales or lead funnel, focusses the customer on a select number of options. It’s much easier to pick from 2-3, rather than 5-6.
Asking your customers to wade through lots of choice, to find what they want is a poorly designed sales funnel.
How much testing have you conducted?
The most obvious question is how many people have actually tested your site?
Asking people to test your site is the quickest way to see if you’re conversion is set up correctly. It will bring things to your attention that you’ve overlooked.
Another way is to look at how your website is performing. You can find this information through Google Analytics. Start by identifying three areas on your site where customers are dropping out with unusually high exit or bounce rates.
The next part is to test these three areas in real time, using tools like Hotjar and Crazy Egg. There’s loads to choose from. Testing this way will give you a clear insight as to why your customers are leaving certain landing pages.
How can we help?
If you struggle to convert customers, then we can help.
Our conversion rate optimisation services can help you pinpoint potential conversion issues and provide proven solutions.
With our CRO Audits, we’ll forensically analyse your visitor’s behaviour and tailor fixes to your site.
