Statistics indicate high traffic, but your wallet tells a different story. You have done everything to attract potential customers to your website, but it seems your efforts are going in vain. It is probably because your visitors are just clicking, and not buying. While drawing visitors to a website is one thing, converting those clicks into purchases is another story.
One apparent reason of low conversion rates could be that your product or service is not appealing, but if you believe that is not the issue, the problem could be with your website. Although, the average conversion rate is 2.35%, top 25 companies manage to convert at 5.31%. It is not as impossible as it seems; you can do it too. All you need to do is understand a few basic things and implement on the website accordingly.
Here are five reasons why your website conversion might be low:
1) Your phone number is not visible
Conversion is the last stage of the sales process and customers will only convert if you give them an opportunity to do so. On an average, users spend about 15 seconds on a website and you cannot expect them to dig for your contact information in that short span of time. While a contact us page is a given, having a clear phone number on the home page is even more effective, especially if you are a service-providing company.
A phone number not only builds trustworthiness of your site, but as per a study, phone number on the home page also increases conversion rates. A clear phone number gives assurance to prospective buyers that they can reach out for help anytime; it’s basically acts as an anxiety reducer.
Due to increasing visitors from mobile devices, this company updates their website with visible phone number on the top of the home page and since then leads from phone increased dramatically.
2) Your website is not mobile friendly
Desktops don’t rule the world anymore; it is the era of smartphones. According to Statcounter, a research company that follows 2.5 million websites, 53.1% websites were opened on cell phones in October 2016, which is why having a responsive website is as important as having a website at all.
A non-responsive website means higher loading time, distorted visuals, and more scrolling; in short, a frustrated customer and loss of sales. Research shows that 40% people abandon a website if it takes more than 3 seconds to load and with every 1 second delay, satisfaction goes down by 16%.
The biggest drawback is perhaps low ranking by Google. Yes, Google knows if your website is not mobile-friendly and penalizes you for that. Google’s ultimate goal is to increase search traffic and if your website hurts user experience, it is less likely to be displayed as a relevant search.
3) You are not registered on major business listing websites
If you think that business directories don’t add much value, you are mistaken. Listing your website on local business directories is an inexpensive and efficient way to increase your business visibility. A good business directory can help you boost your search rankings. Not only that, it also increases your business credibility. It gives potential customers a proof that your business is legitimate.
4) Your website content is not convincing
While a website’s aesthetics do matter, they play little role in conversions. What matters the most is content. When customers visit a website, they are looking for information and only easily accessible and quality content can serve the purpose. The content should not only be relevant for your target audiences, it should also be engaging.
Good content not only tells customers about your products or service, it also educates search engines. The main ingredient of quality content is keywords. Make sure to use relevant keywords that potential customers are likely to use when searching for a product like yours. This will boost your search engine rankings.
5) Your website is too noisy
You might be able to attract customers to your website, but if it is too cluttered they will leave within seconds. A noisy website is highly likely to annoy users. If the website’s aesthetics are displeasing or navigation is difficult, you will lose your customer on the first stage only.
Another factor that irritates users is a lot of pop ups and ads. Too many ads not only hurt the credibility of your website, they also damage your rankings on google. On top of it, they also slow down site loading time considerably. So make sure you have a clean, welcoming, and an easy-to-use website.
Most websites have low conversion rates because often marketers focus more on increasing traffic than on increasing conversion rates. These are just some hacks that apparently look quite simple, but they can have a huge impact on conversions. In short, it is better if you design your website and marketing strategies keeping conversion rates as the end goal than just traffic.