Even if you have a great website, you may not always get your desired conversion rate. There are a few different reasons why your website conversion rate is so low. The best way to discover the problem is to make sure you’re collecting data from your website and paying attention to what it’s telling you. Whether it’s a problem with your offer or ineffective pop-ups, we can help you identify the issue and suggest a solution.
When Coalition Technologies takes a deep dive into a client site to learn more about their website conversion rate, these are the top reasons we find they’re having problems. This list assumes your website already covers the basics. A solid business website should have proper tracking mechanisms in place and should have a seamless checkout process and payment gateways. If your website needs more design work, that will certainly prevent you from making conversions.
Table of Contents
Optimized and communicative copy is crucial to your website. While copy does give people an idea of your brand and tone through word choice and language, it also needs to tell visitors what you’re offering. Guide them along the path towards buying by telling them which product or service is best for them and why it stands out among your competitors. Utilize simple sentences, bullet points, and calls to action to help with clarity. Here are the three basic things you must communicate on your website:
- What do you sell?
- What does it do?
- What is so great about it?
Some products or services are pretty self-explanatory, but don’t underestimate the impact of explaining the most important features and benefits.
Call to Action Concerns
You’ve just laid out an interesting and optimized argument why someone should use your services or buy your product. Now you need a call to action (CTA) that invites people to take action:
- Shop Now!
- Reach Out!
These are all ways you’re encouraging a visitor to make a purchase and increase your website conversion rate. high-converting websites have calls to action throughout each page that bring a visitor closer to a purchase or call the deeper they get into a site. Make sure your CTA matches the rest of your copy and urges people to do what you want them to do.
Some of the best CTAs work in tandem with a convincing unique selling proposition (USP) to offer an additional reason for visitors to take action including:
- Shop now to receive free shipping
- Subscribe for 15% off your order
- Reach out to speak with our friendly customer service team
Poor Keyword Selection
Even if your content is written clearly and contains strong CTAs, you may still not get the conversions you want if it’s not what your customers were searching for. If you’ve optimized your page for the wrong terms, you may be attracting an audience that isn’t actually seeking the kind of product or service you provide.
For instance, an SEO company might optimize its SEO service page with the term “search engine optimization.” However, most people who search that term are looking for an explanation of what SEO is; they’re usually not ready to sign up for services with a particular company. As a result, they will likely leave the page and look for another one that is educational rather than promotional. Strong keyword research is needed, not only to find keywords with good search volumes but also to determine relevance. If a page isn’t converting, take another look at the keywords and see if there are other, more relevant terms you can use to get the right people reading the right pages.
Boring, Dull Copy
Your copy should be a reflection of your brand and resonate with your audience. Your copy should evolve and grow as your company does. Let it convey the excitement or urgency you feel. Allow it to inspire trust and build hope. Tap into the emotions your site visitors may be feeling to increase your website conversion rate.
Poor User Experience
One of the most important parts of high-converting websites is their user experience. You want your website to load quickly, look great, and be easy to navigate. The site structure and navigation should be an intuitive journey for anyone who visits.
To ensure strong website conversion rates, your site must be responsive to ensure it loads on any device including phones and tablets. Web design is also different for ecommerce sites and lead generation sites. Which kind do you need?
Distracting Landing Pages
Your landing page should have one goal: to convert visitors. It must be streamlined and simple to follow to ensure a better website conversion rate. For landing pages, avoid pop-ups and confusing visuals. Focus on testimonials and explanation videos as well as illustrative photos. You don’t need any social media sharing buttons or side bars. The only thing people should be urged to click is the CTA button.
Sometimes, pop-ups can be a distraction. Most people immediately close the first pop-up they see on the site. An exit pop-up on the other hand, can act as a second landing page and convince the visitor to stay. Just remember that your exit pop-up needs to have an outstanding offer and unique visual element to really sway the visitor.
Forms Are Too Long
Many lead generation sites use forms to generate contact lists and allow a business to follow up with potential clients on their own schedule. There are always a few basic elements that you will find on any form including name and contact information. With more complex industries, sometimes other information is necessary, such as someone’s budget or a specific request.
People are busy, they don’t want to spend more than a couple of minutes filling out a form. Keep intensive questions for the actual call instead of your form. If you can get away with just asking for a name and contact information, that would increase your chances of becoming a high-converting website.
Low Level of Trust
Users often approach a new website with a gut instinct about whether or not it’s trustworthy. Bad website design, incessant pop-ups, and sparse copy will cause visitors to question the validity of your products or services. To ensure a visitor trusts your site with their contact or payment information, add a few of these features:
- SSL certificate
- company contact information
- professional website design
- third party reviews
- partner badges
We Can Help
At Coalition Technologies, we know that managing your business takes up a significant amount of time. Making changes to your site to ensure better website conversion rates can be frustrating and time-consuming if you don’t know exactly what you’re doing. With a team of experienced developers and marketing strategists, we can handle everything you feel you can’t. Whether we redesign your site from scratch or offer guidance and support for your current copy, our services can be tailored to your needs.