Conversion rate is an important metric for marketers because it helps them determine the effectiveness of their marketing efforts. Unfortunately, many websites have low conversion rates that could be improved to help increase revenue and maximize ROI. Here are five reasons why you might have a bad website conversion rate, along with how to fix it.
Many people know about the importance of content marketing but they aren’t sure where or how to start. Content can take time and effort so having a good plan in place is crucial before beginning your campaign. Take a look at these five steps for creating valuable content that will attract visitors and keep them coming back for more.
You’re not targeting your right audience
If you want to sell products, then your website should be geared towards selling products, not cat videos. If your website is filled with all the latest news and gossip, then you might need to take a look at your target demographic. Consider where they go when they want to be entertained, and make sure that your website delivers something similar when they visit. Don’t put unnecessary content on your site just for search engines either, as it could damage your credibility with users.
You’re not providing enough information
For a user to become a customer, there has to be some kind of conversion statistic between them visiting your site and buying from you. This may seem obvious but it’s surprising how many companies forget the simple concept that they need to provide something of value for people before they buy. If all a visitor sees is a logo and a call-to-action button then they aren’t going to convert no matter how nicely you ask them. Give your visitors the necessary information that will give them confidence in their decision – whether this is product details, testimonials or return policy information – before they commit to anything.
You have too much on one page
An article with five or ten bullet points is not going to engage a reader the same as a well-written, visually appealing article with quality information. Don’t make your visitors scroll through tonnes of content that doesn’t lead them anywhere. Ensure each paragraph flows into the next and that there’s a clear beginning, middle and end – just like a good book! If there are multiple steps involved for conversion then you might want to consider splitting up the process into digestible chunks – this way users will have no problem piecing together what they need from your site.
There is no clear call-to-action on the page
Make it obvious what the user needs to do next. A clear call-to-action button is a great way to do this. For example, if you’re running a discount then it’s a good idea to have “buy now” as the call-to-action so users know exactly what to do next. Make sure that your website navigates differently depending on whether or not the user has made a purchase yet – for example, they could be shown a blog with tips on how to best use your product rather than the signup page again.
You don’t provide value
If there’s no reason for people to stick around on your site after they’ve converted (i.e., reading through an article), then take measures to make your content more interesting and engaging. If someone can get all of the information they need from a single page, then there’s no reason for them to visit your site again. Think about what your visitors want – and give it to them!
You’re not tracking your conversion rate
It is important to track your conversion rate because it will tell you whether or not your business is growing as it should be, as well as which areas could do with some improvement. If you don’t know how much has been converted then it’s going to be very difficult to improve – but if you have a tracking code on your website then you can easily monitor all of the vital stats about your Conversion Rate Optimisation.
How to track conversion rate?
There are many CRO tools available online which can help you to track your conversion rate, but HotJar is one of the most widely used due to its simplicity and insight into how different aspects of your website could be improved. For example, it offers comprehensive Conversion Rate Optimisation tips which will give you all the information that you need in order to improve your site dramatically! The best bit? It’s free to use for two weeks when you sign up here.
Another great tool that’s absolutely free is Google Optimise it works by easily letting run tests on your website’s content to learn what works best for your visitors, including A/B, multivariate and redirect tests.
If you’ve tried out any Conversion Rate Optimisation tools recently then let us know what they are using in the comments below! We love hearing about new CRO software so we can try them out ourselves.
Your offer doesn’t match up with what they are looking for
Make sure that people know why they should buy your product or service, and back it up with strong information. A cheap product might seem like a great deal at first, but if you don’t provide quality then the only people who will be interested are those looking for the cheapest possible option. For products that you want to last long term, ensure that your audience knows exactly what they are getting when they purchase from you.
For example, if you’re offering a weight loss product then include before and after photos, testimonials, recipes, FAQs (so users know exactly how to use your product) and anything else that is relevant. This way, people will trust you more when they read through the information – meaning they are much more likely to purchase from you in the future.
You’re not promoting yourself in the right way
The Internet has given people access to millions of pages and millions of ways to advertise their business. Don’t limit your customer base by advertising in small areas that receive minimal traffic – instead, look at what else you could use to promote your brand so you can reach a wider audience.
Your title is too long and doesn’t influence the reader to click on it
This might seem like a no-brainer, but you’d be surprised how many people choose the wrong words when they’re writing their titles. When someone searches for your product or service on Google then they usually only have about 10 seconds to decide whether or not they’ll click through to your site – so make sure that your headline captures their attention quickly!
A tool to help with this is Headline Analyser by CoSchedule, it works by analysing things such as word count, power words, sentiment, and skimmability. I even used it to help me craft the title to this blog!
The design of the website isn’t attractive and engaging enough
Don’t use too many colours or patterns that will distract from the content on the page. A well-designed page will enhance the credibility of your site, so take time to perfect your layout before you launch. If you don’t have the necessary skills for this yourself, consider hiring a professional to do it for you.
Make sure that there are no spelling mistakes or grammatical errors on the website
Sloppiness is noticeable, and it makes the rest of the site look unprofessional even if they haven’t noticed any spelling mistakes. This can cause them to question their decision about buying from you – why should they trust what’s written on your website if some of it isn’t even correct? Invest in a good proofreader who knows what they’re doing!
The design of the website doesn’t match up with its genre
This is especially true if you are running a blog. If your design looks like it belongs to a retail site then people will expect something different from what you’re offering – whether that’s an e-commerce store or not. It might be worth hiring a professional web designer who can recreate the look of your brand to create a website that feels aesthetically pleasing and in line with its genre.
If these problems have been affecting your website conversion rate recently, now is the perfect time to fix them! Simple changes in one or more areas could make all the difference to how many sales you are making online.
Check out Conversion Rate Optimisation services on Runaway Digital today!
If you want help with Conversion Rate Optimisation, feel free to contact us via phone, chat, or email and we’ll be happy to answer any questions you might have.