You’ve worked hard on creating a website that is functional, informative and attractive. Sales should just come pouring in now, right?
But, they aren’t. In fact, nothing is happening.
Getting your potential customers to convert to actual sales takes a little more than a website that attracts visitors, although that’s a good first step to take.
It’s entirely possible to have a website that attracts thousands of daily visitors, but doesn’t turn a single profitable conversion.
Why is that possible?
It has been noted that nearly 70% of online shoppers leave their shopping carts without completing a purchase. This means you must put in more work into your website to get your site visitors to buy.
But how can you beat these discouraging odds?
Your website may be spectacularly designed, but it could still contain flaws that are killing your conversion rates.
Here are some of the most common conversion killers and some pointers on how to either avoid them or fix them before they become bigger problems:
1. Uninspired Calls to Action
Having a call to action is essential for conversion, but there are calls to action that just don’t pop out enough to elicit a response from a potential customer. These uninspired calls to action are generic and don’t include any kind of incentive or detail for your site visitors to use to their advantage.
The Fix: Avoid generic language in your calls to action. Be as detailed as possible in your call to action and clearly explain the benefits to your potential customers. For example, instead of “Subscribe now!”, try “Subscribe now and discover a new world full of exciting freelance opportunities for budding writers.” The second example clearly outlines the benefits the customers will get through subscribing.
2. Too Many Calls to Action
Have you ever visited a website and felt overwhelmed by the sheer number of things it asked you to do all at the same time? When a customer visits a website and sees calls to action all over the place, they can easily get overwhelmed about what they should or shouldn’t click. Too many calls to action can distract from the main goal of your page.
The Fix: As much as possible, try to stick with a single call to action for each landing page on your website. If you absolutely need more than one call to action on a landing page, make sure you highlight the most important one. Keep your main focus in mind, and design your calls to action to follow that goal. This way, you can avoid confusing your potential customers.
3. Slow Website
Your website may look like the best thing to have ever graced the web with its presence, but if it loads slow or doesn’t respond well, you’re going to lose customers. We live in a day and age of instant gratification, and your customers do, too. If they can’t get what they’re looking for within a few seconds, it’s a guarantee that they will leave for a different, faster site.
The Fix: Design your website in a way that encourages speed and efficiency. Listen to your customers if they’re telling you that your website is slow, and get the problem fixed as soon as possible.
4. Intrusive Videos/Music
Many sites are using videos and music to draw attention to their brand or product. These visual and audio features are great, when used properly. If they play automatically or block site visitors from seeing the content they came to see in the first place, you’re going to lose customers. Automatically playing videos and music can disrupt an otherwise normal browsing experience, pulling your customers out of their groove.
The Fix: Give site visitors the option of viewing additional content or hearing the background music. This way, you’re empowering your site visitors to make their own choices, which encourages them to continue making those positive choices when it comes time to buy, as well. If you must use auto-playing video or music, create a clear way for visitors to mute it or exit.
5. Excessive Advertisements
Advertising has, and always will have, a prominent place in the digital world. Advertising is a great source of income, but it can also be one of the biggest sources of conversion death, especially when used in excess. An ad should never be the first thing a site visitor sees when they come to your site. Excessive ads can kill the experience you’re going for on your site.
The Fix: Use discretion on the way ads are displayed on your website. Think about the negative experiences you’ve had with ads in the past. This can help you find a starting point where you can start identifying the negative ways advertising may be displayed on your website.
Creating a website that looks good and functions well takes time. But it takes even more time to create a website that encourages conversion. If you feel like your conversion rates are suffering, take some time to evaluate whether or not any of these conversion killers are lurking in the shadows.
The aspects of internet marketing, especially web design and conversion rate optimization take time. Many business owners can’t find the time for these important business activities. If this is you and you and you want to better your website conversion rate, the specialist at SEO.com can help.
Give us a call today to discuss how we can help you in your marketing efforts.
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