A good-looking website with a lot of traffic should automatically guarantee you success. As much as this bold statement sounds appealing, in reality, this can’t be further from the truth. None of the traffic will matter if you are not getting enough conversions. Because, if your visitors are just passing by, the website is not actually benefiting your business at all. At the end of the day, it’s the final results that matter – a profit. And conversions are what bring profit and keep your business going. Simply put, if your website isn’t converting enough, you won’t be able to fulfill business goals. So, it’s essential to find the reasons behind this as soon as possible.
Reasons why your website isn’t converting enough
Getting people to visit your website is just a first step. The harder part is to guide them through until they are eventually ready to make purchasing decisions. For this, all the information, products, services, offers, contact, and prices on your website should be clear. And to make it all possible, your goals should basically align your goals with your customers’ needs. One of the ways to make yourself available is to integrate callback software solutions. Not only for accessibility but because it will help you track and measure the results. You can see what steps did your visitors take and will allow you to meet their needs.
There are many reasons behind low conversion rates. So, let’s take a look at some of the most common reasons why your website is not converting enough:
- The website vs audience mismatch
- Disregarding a website as two-way communication means
- No CTA or wrong CTAs on your website pages
- Your website is annoying your visitors
The website vs audience mismatch
Everything on your website, from design to copy to promotion, should be done with customers in mind. Without this, no matter how good your website is, it won’t help your business. It’s necessary to align the entire concept to the goals of your potential customers.
However, you can’t please everyone. After all, your offer might, and often is, not for everyone. You need to define your targeted audience in detail and adjust your website and your marketing strategies to it. Do it properly and your conversion rates will bloom. Failing to do it right will certainly have a negative impact on your business.
Some of the most common errors are:
- Focusing on design over goals
- Not defining your value and goals clearly
- Neglecting visitors experience on your website
- Not offering proper solutions for customers’ problems
- Underestimating the power of reputation (no reviews and testimonials)
- The content is useless for your potential customers
- and more
To avoid these problems, consult with your marketing team. It will require thorough market and audience research if you want a successful business website.
Disregarding a website as two-way communication means
Don’t create a website as a simple pamphlet-like promotion for your business. It has the potential for more than just that. Unlike the billboards that send the message in one direction, your website is a means of communication as well. If you want to boost web lead conversions, use callback software on your website to establish long-term relationships with your audience. Make sure that:
- Visitors understand your products and services
- Have all the details available
- Know where you stand compared to competitors
- They know how you can solve their problems
- Potential customers know what to do on each page
- The website has all the elements that make navigation easy
- There is always someone ready to help your prospects
Ignoring this can be a serious blow to your marketing efforts. The moment they arrive on your website, offer a clear way to connect with your customers. Have quality customer service ready too. Sometimes, it’s by far the best way to answer all the questions and solve issues.
No CTA or wrong CTAs on your website pages
Among others, a business website should be engaging and user-friendly. In general, visitors should be able to know what to expect and do. But sometimes, they just need a little guidance or “a little push” as additional motivation. This is where CTAs (Call-To-Action) shines. Basically, CTA can point your visitors in the right direction and increase the chance for conversion. But, it’s not enough just to place them. Every CTA on your website should be clear, understandable, and distinguishing. And, in most cases, it’s not a good practice to have more than one CTA per page.
When thinking over compelling CTA, consider:
- Information about your customers’ preferences from surveys, quizzes, and customer service
- Research information from your marketing team
- Implementing an online chat option for answering the questions
- Follow social media to see what your audience is interested in
- Conducting user tests to choose the better CTA
- Reducing all the other distractions on your pages
Remember, relevant and specific CTA can help you motivate visitors to convert when they are ready to.
Your website isn’t converting because it’s annoying your visitors
Two factors can really annoy and even frustrate your website visitors:
1. Poor performance of your website
First, if your website is slow, takes forever to load, and chokes the internet connection, people will run from it. For example, no one wants to spend their time waiting for your website to load and complete actions forever. While it may look like a second or a few are not a big deal, it’s quite the opposite. Just a second in delay can seriously undermine your website engagement. Most importantly, this will considerably lower conversion rates. People will leave, probably to your competitors.
2. Bad user-experience
Second, the website user experience should be pleasant, intuitive, and make the customer’s journey easy. Clumsy and confusing navigation is not helpful at all. Also, a bunch of broken links and other dead-ends too. Finally, add the lack of the right information, too much complexity, and your website will be completely useless for visitors. On top of it, visitors find annoying pop-ups, ads, and aggressive advertising particularly frustrating.
In essence, knowing popular good practices and common problems is a good place to start. However, your efforts should not stop here. If your website isn’t converting enough, you will basically have to track, measure, and analyze everything. There are dozens of metrics you need to inspect and follow to discover the most optimal solutions. Once you identify which of them matters for your business the most, you will know how to properly optimize your website sales. Bear in mind, it’s a continuous process, not something you can do once and think everything will solve by itself.
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