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7 Reasons Your Website Is Not Converting Visitors Into Customers

You have a well-trafficked website. Your content is engaging, your posts are on the pulse of trending topics on social media, and you’re even getting consistent traffic from top search engines.

Keywords like “top SEO blogger in Los Angeles” only bring you so much web traffic. You know that if you want to see growth month over month, there is a direct correlation between the quality of your SEO strategy and traffic numbers.

What can be done?

It doesn’t take long for an entrepreneur or business owner to realize that they need help with increasing their sales conversions—and quickly! We get it; it isn’t easy to track down why those visitors aren’t converting.

Site owners need to focus on how well their site is converting. If users don’t convert, then the site isn’t doing its job. So why isn’t your site converting? Here are some reasons why conversion rates aren’t meeting expectations.

You’re Too Focused On Design, Not Goals…

If you have an ad with a catchy headline and big bold text going at the top of the page, you might be funneling people to your business who don’t really want what you offer after all. This method may work for magazines or newspapers but just won’t cut it for e-commerce. The best way to attract and convert visitors is by designing around customer goals rather than marketing objectives (like generating sales). If customers can find what they need easily then they will take action—if they can’t they will leave your website to possibly never return. Research shows that most customers leave a site within 10 seconds if they don’t see what they are looking for.

Your Content Doesn’t Answer These Questions:

Why should I choose you? Why should I trust you? Why will you deliver on your promise? Why do I want (need) this now? Why is this different from the other options available to me? Why can’t I get this cheaper/free elsewhere? Why does it matter to me? If potential customers go away not knowing why they even need your product, why would they come back and buy it from you instead of someone else. It’s OK to make them work through some of this information—but only so much as necessary. Think about the issues your customers face on a consistent basis, and how what you offer brings ease to them in some way. If you don’t fully understand at least one of your customer’s pain points, you will decrease your chances of gaining a new customer.

You Are Not Tracking Or Analyzing Your Website Traffic.

If you’re not tracking or analyzing your website traffic, you are losing money by not showing interest in your potential customers? See what works and what doesn’t—and why. Understanding what your visitors are doing will allow you to better cater to their needs. Also, gather data on the when and where, and how people are visiting your website could create a very profitable opportunity for your company. A smart business owner or an effective agency will find creative ways to use the data collected to increase your company’s value and approach in the market.
Google Analytics – a free site statistics software can be easily installed on any type of website. It is widely used around the world and its easy-to-use interface and ‘real time’ stats make this program an appealing choice for many users. The basic plan is available free, but additional features such as mobile reports, custom dashboards, heat maps, etc., have to be purchased separately.

You Are Not Taking The Time To Listen..

Don’t assume your customers know why they should do what you’re asking them to do. For example, what is the outcome of telling me why I need a newsletter? Instead, why not offer something in the newsletter or provide some kind of incentive for getting it?

Ask questions to engage potential customers. If you talk to enough people for long enough they will eventually help you build the product/service they will be loyal to.

 

You’re confusing your customers with too many options.

If you continuously bombard your visitors with pop-ups/pop-unders, banners ads etc., most will simply leave the site or join out of frustration. Also, too complicated pricing structures can go a long way in destroying a customer relationship before it’s begun. You’re better off having a product with zero features than one that has 1,000 undiscovered features for users to discover later. Simplicity is key when offering your customer what they are looking for. It is important to guide your customers to make the decision that is best for them.

You’re asking customers to spend too long making a decision. There are two ways in which this is applicable. First, why make your customer wait for more than a few seconds before getting the information or service they require? Research shows that nearly 50% of visitors will leave any website if it takes more than 3 seconds to load. In addition, why force them to fill out forms when you can offer drop-down menus and other alternatives? You need only ask your customers what they want in the least amount of time possible. If that means sacrificing features, then so be it!

Site conversion testing is important for maintaining expectations. There are variety of tools to help you test different aspects of your website. We’re big fans of Hotjar, VWO, Optimizely, Google Analytics, and UserTesting.com.

 

You Are Not Relatable.

Your website should be more like a personal conversation. Paint a picture for your visitors with engaging, conversational copy that reflects the way you address people in real life.

If your brand is human, communicate it as such! Your website can and should reflect the essence of who you are as a company.

When writing copy for your site, assume that all of your subscribers know nothing about you or what you do. You’re not Nike; you don’t have decades of social validation under your belt. It’s better to be friendly than snobbish. Having a tone that matches those of your target audience will make them feel more connected to and loyal toward you!

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What are the biggest reasons your visitors are skeptical when engaging you?

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Do they feel like you're hiding something?

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Are you not answering their questions directly?

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How may you be making it difficult for them to find what they want?

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Do they feel the copy is too salesy or promotional?

Your Visitors Don’t Fully Trust You…

As a company, you have to prove that your customers can trust you.

What is there about your product or service that proves you’re trustworthy?

Most businesses sell products, but at the end of the day, most people aren’t going to buy anything from someone they don’t know. People need to feel like they know – and remember- who you are before they’ll consider buying from you. This relationship-building process takes time, which means it’s in everyone’s best interest to build good relationships with potential customers as early on as possible…even if no one buys anything just yet! Having a professional presence on social media sites like Facebook and Twitter also helps build this foundation of trust through customer engagement opportunities. Social validation, reviews, and feedback are powerful tools to prove it is safe to do business with your company.

You’re not proving that you’re trustworthy if your website lacks trust icons or social validation badges, such as TrustE , VeriSign Secured, McAfee Secure, TRUSTe’s Privacy Seal and other authentication services which help build credibility and trust online. These are things that can benefit any business on the web…if done right.

Just Get Started

If you’ve read the above points and still aren’t sure where to start, ask yourself these questions: Do I have a call-to-action that is easy to find? Is it compelling enough for folks who land on my site to follow through? What elements are keeping people from doing this? Get started today. You may have some hurdles in your way. But don’t let them get in your way of success. Simply working one step at a time will get you closer to where you want to be – more visitors converting into leads, and eventually customers.

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