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If you’re starting out as an entrepreneur, getting the word out about your products or services can be hard. And in a world where online shopping has become the order of the day, having a business website is crucial. Not only does a website help parade your products and services in front of potential customers but gives you a more extensive reach compared to running a brick-and-mortar store. Still, having a website also means that customers can order beyond operation hours, ultimately increasing your sales.
Unfortunately, simply having a beautiful website design doesn’t translate to more sales and conversions. It’s even more frustrating when you’re oblivious as to why your website is failing to convert potential customers into actual customers despite having a killer marketing strategy and all the traffic in the world.
In this article, we are going to look at why your website fails to convert and how you can remedy the situation. And while you ponder on how to restrategize, you can enjoy an online game using these free bonus codes for USA players.
But first, let’s get the basics out of the way.
What is Website Conversion?
Basically, website conversion happens when a customer completes a pre-conceived action on a business or personal website including buying a product, signing up for a newsletter, or even sharing a blog post. The percentage of website visitors that complete what you intended them to is your conversion rate.
Now that you know what a conversion rate is, what would you consider a good conversion rate? Well, across industries, the average conversion rate of a landing page is 2.35%, although 25% of the leading websites do manage up 5.31% or even higher. As a general rule of thumb, the sweet spot is to remain top 10% where the average conversion rate is 11.5%.
How To Calculate Your Website’s Conversion Rate
Luckily, calculating your conversation rate is a simple and straightforward process as shown by the formula below.
Conversion rate = [Total number of website visitors that convert/total number of visitors] x100
Assuming you have 10,000 visitors on your site and 1000 of them subscribe to your mailing list.
Your conversion rate should be:
[1000/10,000] x100 = 10%
In this case, your website’s conversion rate is 10%.
7 Reasons Why Your Website Isn’t Converting
Your Website’s Design is Cluttered
Recent studies have shown that outdated graphics, poor navigation, and the mediocre website design are an instant turn-off to site visitors. In fact, 75% of shoppers admit they use website design to judge the credibility and authenticity of a business, with 79% reporting that they would never make a return purchase from a website with slow loading speeds.
From these numbers, it’s important to see why skimping on web design could be hurting conversions, as well as damaging your brand’s reputation. To avoid this, you need to partner with a reputable web development team to help build a website that is in line with the latest design trends, consistent with your brand, and considers conversion.
Needless to say, a good website should also have a mobile-friendly user interface, and for this, you need to optimize your theme or use plugins that allow for mobile optimization. A strong customer support team will come in handy by intervening if customers are facing accessibility problems when using mobile devices.
More Read: Why You Should Care about Model Governance?
There Aren’t Enough Conversion Avenues
As a business owner, it is your business to provide your online customers with sufficient avenues to convert. Very few customers have the time to crawl through your entire website looking for a small opt-in button tucked in weird sections of the landing page. If making sales is your ultimate goal, add enough conversion opportunities in the hard-to-miss areas of the websites including floating pop-ups, headers, and footers.
You Have Your Target Audience Wrong
In business, getting invited to dance is a good thing even if you don’t have the right dancing shoes. Right? Wrong! As an entrepreneur, everything from your attire, in this case, the website design, all the way to your offerings should be in harmony and targeted towards your main demographic. By trying to cater to everyone, you risk spreading your business resources too thin, or even worse, abandoning your core base.
The content you publish on your website, in particular, must be directed to your target audience, otherwise, all of your marketing efforts will be futile. There are plenty of useful resources out there that can help you identify your niche including Google analytics, Trend Hunting, and Amazon.
Your Website Copies are Chunky
A customer looking to purchase a product isn’t interested in straining their eyes reading through paragraphs to their entirety. Instead, they quickly scan the content of your website to establish whether the info is worth their time or not.
As a website owner, it would be counterproductive to have uninterrupted blocks of text, as they make it hard to read but also transmit the “scam website” vibe if you know what I mean. To avoid this, ensure you use different font sizes, colors, and break the large paragraphs into minimal, readable sentences.
In addition to playing with the fonts, ensure that all the paragraphs have topical divisions and a clear heading whenever necessary. This way, the reader will have an overview of what you intend to say without necessarily being coerced to read the entire web page which increases the average website conversion rate. You can also supplement your website copies with working backlinks, as well as visual elements like still images and videos.
Your Call to Action Is Incoherent
Another biggest mistake that website owners make when putting up a new website is a lack of clarity in their call to action. Basically, a call to action is a persuasive command that’s normally attached to a link or a button, and it is used to compel customers to opt-in. A good CTA should be short, precise, and succinctly tell the customer what to do. Good examples of a call to action include Sign Up Now, Add to Cart, Contact Us Today, etc.
Your Value Proposition is Muddled
What value are you promising to deliver to your actual and potential customers? Have you clearly stated your value proposition on the website? Many entrepreneurs do an excellent job in creating the best websites but fail to clearly deliver their value propositions or even fail to include them all together.
A good value proposition should focus on the target customer’s biggest pains and how your business solutions help overcome them. If you aren’t clearly relaying your value propositions, chances are that you’re missing a golden opportunity to score new customers every day. And in business, we all know that a customer at hand is better than two in a competitor’s shop.
You’re Guessing and Not Measuring Performance
Ignoring the performance metrics of your website is akin to skydiving without a parachute. And this can only mean one thing… falling at a speed of 120kph with nothing to stop your terminal velocity, except solid ground.
According to a 2018 research report, it is estimated that only 53% of SMEs use analytic tools. This means that a whopping 47% overlook them. With that said, businesses that make decisions based on solid data backed by market studies, competition analysis, sales statistics, and so on, have a higher chance of succeeding compared to the ones making uneducated stabs in the dark
When setting up your business website, ensure you have tools in place to collect, analyze, and disseminate performance data. If you’re working on an online marketing campaign, for instance, ensure the tool you’re using can track every aspect of your campaign, and use the information to align your marketing message accordingly.
And if your website is running on the WordPress platform, there are plenty of free plugins that easily integrate with the platform, and they’ll help you specifically target your audience.
Parting Shot
In the competitive business world, every lost conversion means a lost sale that you may never be able to recover. For this reason, it is important for you as a business owner to maximize every opportunity to close a deal once a customer knocks on your physical or digital doors. And with the above-highlighted tips, you shouldn’t have a problem troubleshooting any issues with your website and optimizing it so that it easily converts.
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