5 Reasons Your Website Visitors Aren’t Converting to Customers
With internet use growing rapidly around the world, your website is the perfect place for you to boost sales.
But as we all know, traffic doesn’t automatically lead to sales. You need to have effective conversion strategies in place for this to happen, which most of us measure with the famous “conversion rate” statistic.
But, as you might suspect, this is much easier said than done. The average conversion rate across all industries is just 2.35 percent, with the best of the best converting visitors at a rate of just 11.45 percent.
These low figures shouldn’t discourage you, though, for while the average conversion rate is less than 3 percent, the top 25 percent of businesses convert at around 5 percent.
This means that a modest increase in your conversion rate can take you from the middle to the top of the pack rather quickly. And making this type of improvement is not as daunting as it seems.
So, if you’re having trouble converting website visitors into customers at the rate you would like to, then consider the following things that might be holding you back.
Lackluster Calls To Action
Calls to action (CTAs) are the backbone of your conversion strategy. These are you direct pleas for people to do something, and if you don’t nail them, then you’re going to struggle to convert people.
So, then, what makes a good CTA? Here are a few things to keep in mind:
- It’s easy to find. Don’t make people work even the slightest bit to find your CTA. Put it front and center and make sure it pops from the page without being too gaudy.
- Make it a button. Buttons are fun and exciting, and they do a better job at converting people than a generic link.
- Use clear but inviting language. “Buy it now” and “get it now” are certainly ways for you to be clear, but these are considered to be “high friction” because they put people in a position where they feel obligated or pushed, and this usually causes recoil. As a result, go with something like “Get your free proposal now” or “Sign up for a demo today” These are clearly inviting action, but they do a better job at making clicking feel like the user’s idea and not yours.
- Don’t be generic. Ideally, you’re offering something unique, so your CTA should be more unique than “buy now!”
It’s easy to think this stuff doesn’t matter, especially if you feel good about your product. But many business leaders who think this way leave money on the table because they don’t see how their CTAs either push people away or don’t create enough urgency to be effective.
Poorly Communicated UVP
Successfully converting people into customers means clearly communicating your Unique Value Proposition (UVP) to everyone who comes to your site.
In other words, what do you do that’s different than everyone else? And how is going to impact the lives of your visitors?
If the answers to these questions are not abundantly clear on your landing pages, then your conversion rates are going to be lower than you want them to be.
Remember that you only have about ten seconds to catch someone’s attention when they land on your site. So if you are making people wait to find out what they stand to gain as a result of landing on your page, then you can expect them to bounce before they’ve had the chance to spend even a single penny.
Another conversion key is making sure you’re giving site visitors what they want from you.
This involves making sure your content aligns with where your visitors are on their journey, and it’s part of the reason why it’s so critical you have an intimate relationship with your customers.
For example, if you’re bringing in people who are still in the initial stages of buying something, i.e. they’re shopping around and informing themselves, but your content is very much “buy now,” then you’re probably going to struggle with conversions.
If this is the case, then you have two approaches you can take. The first is to switch your strategy and start targeting people who are further along in the sales journey.
This might mean going after different keywords, or it could consist of targeting different groups on social media. Either way, the idea is to try and get different people to your site, or, in other words, you’re trying to attract people ready to spend some money.
The other option involves playing a longer game. If someone comes to your site looking for information, then give it to them. But perhaps make use of a popup or another CTA asking them to sign up for your newsletter.
Make sure they know what they stand to gain from signing up: more information about the topic they’re researching.
And then once you’ve gotten them to join your list, you can use drip marketing and other email campaigns to get them back to the site when they are further along in the journey and ready to spend.
Of course, the second strategy is going to take longer to produce returns, so keep that in mind when deciding which approach to take moving forward.
Copy is everything, and don’t let anyone ever try to convince you of anything else.
Obviously you need to have good products, too, but copy is going to be the difference between your page being inviting and convincing, or dull, pushy, and uninteresting.
Unfortunately, there is no tried and true method for creating good copy. If there was, then it’s likely a lot of us wouldn’t have a job anymore.
But what you can do is start testing things out. For example, you can run some A/B tests using different types of copy to see if one form produces better results than another.
Consider making changes to tone, voice, style, sentence structure, sentence and paragraph length, word complexity, and anything else you can think of.
This will help you get a better idea of the types of content that resonate well with your audience, and then you can use this information to adjust your content so that it’s more effective at converting people into customers.
Confusing Site Design
We must always keep in mind that web users have short attention spans. If they aren’t immediately satisfied with a page they’ve landed on, then they are going to leave.
It’s that simple.
A confusing site design will cause people to click away almost instantly. People don’t want to have to work for the information you are promising, and they are even less inclined to put extra effort into spending their money.
As a result, make sure people can easily and intuitively click around your site, and also ensure that it’s easy for them to get back to you money pages should they spend time reading elsewhere.
This also applies to CTAs. Place them towards the top of the page, and make sure they are isolated and clear. Burying these important phrases deep in your content is only going to frustrate people, and this will keep conversion rates maddeningly low.
Trial and Error
The tactics discussed here will certainly help you improve your conversion rates. But be aware that this is very much a business of trial and error. You can’t really know how people will react to something until you present it to them.
However, doing this will allow you to learn more about what works, which will provide you with a clear marketing strategy for improvement moving forward.
About the author: Amber Johnson is a writer who specializes in digital content. She knows the power of content marketing and the importance of capturing the imagination of potential customers.