If you’re investing heavily to drive leads to your website with Google Ads and Facebook Ad Manager, BUT, the increase in your spending is not resulting in an increase in sales or qualified leads (conversions) – this one is for you.
Follow along as our team goes through The Top Ten Reasons Your Website is Not Converting to help you on your journey to a better bottom line!
The Top Reasons Your Website is Not Converting
1. You’re Not Measuring Your Conversion Rate!
What are website conversions? Website conversions are actions that can be measured to help you achieve your business goals. These actions might include:
- product purchases (sales)
- phone call clicks
- form submissions
- brochure downloads
- newsletter sign-ups
To measure improvement, we must first establish a baseline for conversions. To establish this baseline we might track goals in Google Analytics or another analytics platform of your choosing.
2. You’re Sending the Wrong Visitors to Your Website!
High-quality traffic is driven by strong Digital Marketing strategies. Without SEO, and Paid Advertising, It’s unlikely that you will achieve the traffic necessary to increase sales.
SEO (Search Engine Optimization): SEO is the process of improving your website so that it has the ability to rank on search engine results pages. SEO strategies include keyword research, content creation, content marketing, page keyword optimization, page speed optimization and submitting your sitemap for indexing.
Paid Advertising: consists of paid advertisements across search, advertising networks, and social platforms. There are numerous ways to drive traffic to your website with this strategy. Tactics include search ads, display ads, video ads, shopping ads and in-app ads.
Ensure you are driving the right traffic to your website by using conversion-based advertising strategies. Ensure the message you share in your marketing is in alignment with the content on your landing pages.
3. You Built Your Website for You, Instead of Your Customers!
We see this one a lot: “I don’t like this colour”, “Can we use my favourite font”, “This product should be displayed first”. These are decisions that need to be dictated by user data, not personal preference. You will miss conversion opportunities if your website is not built for your unique users.
4. Your Website is too Complicated!
Website visitors that are given too many choices are unlikely to convert. Put your users on rails with a guided experience called a “User Journey”. Effective User Journeys are intuitive and guide the user through the process from discovery to conversion in an efficient and effective manner.
5. You’re Not Prompting Your Website Visitors to Take Action!
Well-planned user journeys, with distinct calls to action, inform your users what they are supposed to do next. Calls to Action (CTAs) are prompts that encourage the user to take the next step in their journey to conversion. Some examples of CTAs include: “Buy Now!”, “Sign Up Today!” or “Connect with an Advisor!”
6. Your Website is Too Slow!
Conversion rates are directly affected by a website’s performance. The faster your webpage loads, the higher the conversion rate. Walmart found that for every 1-second improvement in page load time, conversions increased by 2%. Think about your current sales and your site speed; can you imagine how your performance might be affecting your bottom line?
7. Your Product and Service Pages Do Not Convey Value!
We establish value in two ways:
Price: Establish value to your customers by providing rock bottom prices, or timely sales when the data dictates the users will be shopping.
Differentiation: You know your product is the best, but how do you get this point across? This is where branding, high-quality images, product descriptions, use-case videos, and reviews help showcase value.
Choose a Price or Differentiation strategy, not both. Ensure your branding, marketing material, advertising, and digital strategy are in alignment with this value proposition.
8. Your Checkout Process is Difficult!
Is it intuitive for users to add an additional item to their cart? Can discounts easily applied at checkout? Can users mix and match products? A difficult shopping experience or checkout process is often the root cause of a low conversion rate. Check out our eCommerce services if you are interested in updating your eCommerce website!
If you are sure you have a simple checkout process in place, consider adding abandoned cart features to remind users they have items in their basket.
9. You’re Providing a Terrible Mobile Experience!
Mobile user-ship has been on the rise for years. It is probable that most of your users are visiting your website from a mobile device. You need to ensure these users have a great experience. Design and performance are of the utmost importance:
- Provide your users with an efficient mobile design.
- Ensure your website performs well on mobile. If your website is slow on desktop, it’s going to be even worse on a mobile network with limited reception.
“Effective landing pages are key to getting conversions from your Google Ads traffic. In retail, we’ve seen that a one-second delay in mobile can impact mobile conversions by up to 20%.”Google Ads Group, 2020
10. You’re Not Capturing Data for Iterations!
Your website was AMAZING in 2019, but your online sales are starting to level off or drop this quarter. This happens! The standard of service is constantly changing online, you need to keep pace or your potential customers will go elsewhere. Website development decisions need to be data-driven. Ensure you are tracking user data in an appropriate manner and split testing revisions and iterations.
Need Help? We’re Here for That!
So how do you know if you’re guilty of one or more of the aforementioned offences? Well for quick and dirty analysis you can use tools like GT Metrix to point your developer in the right direction. For a more thorough analysis, we offer our Website Audit service to identify issues, and our Conversion Rate Optimization service to resolve the identified problems with your website. Connect with us to start your project today!