Many brands know how important a fully functioning and easy to use website is for sales success. You’ve spent a huge amount of time designing, perfecting and tweaking your website to make sure that it’s just right. However, you might have a large amount of traffic being driven to your website but, what happens when the visitors on your website are simply not converting into leads and sales? There can be a variety of reasons so we’re going to help you with a few of our top tips for Conversion Rate Optimisation (CRO).
If you’re not getting conversions, you can pay for more ads or other methods of driving more traffic to your website in the vain hope of trying to gain more conversions. However, it’s much better, less expensive and more effective to optimise your website for conversions for the traffic that’s already being driven to your website. This means focusing on your customers and their experiences on your website.
Why focus on user experience?
A poor user experience on your website will have a negative impact on your customer’s perception of your brand and even their trust. Today’s customers are looking for an integrated and seamless shopping experience which means that you must put them at the centre of your website and provide them with the best possible experience.
There are a number of factors that can prevent visitors from converting on your website. They might not all be within your control but there are factors that you can consider when designing your website and whether you can counter the effects.
Environmental factors – economic news could make customers less willing to spend money and, even the weather can affect sales, depending on your industry.
User’s Environment – always think about the environment in which your customers are accessing your website. They might be relaxed at home in a quiet space or they could be surrounded by noisy children or pets and being constantly interrupted and it can affect the way they browse and the products they buy.
In order to try to counteract these factors, try and find out as much about your customers as you can and the factors influencing their buying decisions when they visit your website. The more you know about them, the more optimised you can make your website.
Here are a few reasons why your website might not be converting quite as well as you’re hoping:
1. Poor mobile experience
Make sure your website is mobile-friendly otherwise you’re going to struggle with conversions. 61% of users are unlikely to return to a mobile site that they’re having trouble accessing so mobile experience is extremely important. Keep content clear and easy to read with a single call to action to prevent customers from being distracted by other factors or clicking away from your intended goal.
2. No call to action
Your website might be user-friendly and scattered with engaging and high-quality content but, if you don’t have a call to action or two around your website, your customers aren’t going to know what action you want them to take next. Make sure your calls to action are clear, concise and tell your customer exactly what they should do next. This is key to converting your website visitors. You MUST provide them with the information they need to proceed to the next stage of your sales process.
3. Is there a sticking point on your website?
Is there something preventing your customers from proceeding with the buying process? If there’s something putting your customers off, it could be making your bounce rates much higher. Factors that could put visitors off include a long checkout process, too many fields to fill in and slow loading times. You need to make it as simple as possible for your customers to proceed to the next stage of the journey.
4. Slow site speed
If your website does not load quickly enough, visitors become impatient and leave your website and are unlikely to come back again. This is especially true for mobile! You can use Page Speed Insights to check the speed of your website. If it takes longer than three seconds to load, you need to work on your site to find out what’s going wrong.
5. Low-Quality Traffic
One of the biggest factors that can have an impact on your conversion rate is the TYPE of traffic that reaches your website. If you’re attracting low-quality traffic, you’re going to get low-quality leads and visitors are more likely to leave your website. You could be focusing on the wrong keywords or keywords that are different to those that your customers use and, whenever these visitors land on your website from these ads and keywords, they’re unlikely to find the information they’re looking for and so will leave quickly to find a more relevant website.
In order to prevent low-quality traffic from visiting your website, you should research to find out more about what your customers want from your website. What are their problems? What’s your solution? What types of keywords are they using? The more you know about your customers and the answers they’re looking for when they land on your site, the more you can optimise your website to suit them.
6. Low-Quality Content
Content plays a key role when it comes to conversions on your website. It helps to tell your customers more about how you can solve their problems and the actions you want them to take next. Good quality, interesting and informative content helps you to build trust and credibility with your customers and making them more likely to convert.
To find out more about optimising your website for conversions, please contact our team of experts today.
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