So you’ve worked out how to market your business and you’ve started attracting visitors. But as you well know that’s just the first step right. Now comes the hard bit, converting them! There is no use driving visitors if at some point they don’t turn into paying customers.
In this article we reveal 5 reasons your website isn’t converting.
Your Users Are Distracted
You must identify which action you want your visitor to take on your page. Whether that’s subscribing to your newsletter, sharing the page or commenting. Ideally you should only push the visitor to take one action per page. Having too many call to actions confuses your visitors. A confused or distracted visitor is unlikely to take any action at all.
Your Users Are Confused
Are your call to actions clear? Do they tie in with the messaging on the page and has it been a clearly defined journey for your visitor? If you answered no to this question then maybe your visitors are confused. It is your job to lead them seamlessly to the solution you have for them, which is your end product. Identify the ideal path you want your user to take and go on that journey yourself. You will quickly see your website from their point of view.
You’ve Annoyed Your Users
At the moment this mostly comes in the form of very annoying popups. You’ve probably seen these when you have visited a website. You’re half way through an article when up comes an email popup box and you can’t see the content anymore. If you are on your mobile it is even more annoying because usually you can’t find the cross button to cancel out of the popup. This is where a lot of website owners lose their audience. They haven’t given them a chance to even get to know the website before they are forcing them to convert. Don’t annoy your users by doing this!
Your Audience Don’t Trust You
You visitors might be leaving because they simple don’t trust what you have to say. Building trust with your audience is something you should actively think about. Adding social signals and testimonials to your website should be a top priority.
Social signals could be showcasing your social media profiles and the number of followers and fans you have. Or it could be adding social sharing buttons to the page which show how many people have shared your content. Be careful here, if your site is new and you don’t have many shares it might be wise to hide these figures for a short time until you are confident of the numbers. It’s kind of a chicken and egg scenario, but people are far more likely to engage with content that other people like.
Testimonials should be displayed on your homepage as well as core landing pages like your services page and about page. Make sure you add the person’s full name, their business name, business url and a picture. Adding the url and picture show that this person is a real customer and not a review you purchased from fiverr.
Aside from adding these signals trust is also built through your content. Make sure your copy is error free and your images well branded. Customers expect a high level of design and you must provide that to them if you want them to stay around long enough to convert.
You’re Attracting The Wrong Audience
Brian at Infintech Designs says “if you aren’t marketing to the correct target audience then the people who arrive on your website just aren’t going to buy, period. If you think this might be an issue then go back to the beginning and really break down who your ideal client is. Get a really clear picture of them in your mind.” You could also create an ideal client profile. Keep the image of this person in your mind whenever you are producing any content, or when you are deciding which channels to market to.
You can also check your Google Analytics and analyse your channel data. If you click on channel it will break down your traffic and show you the bounce rates for each area. You can break this down even further into source. You might notice for example that your Instagram traffic is bouncing at a far higher rate than other channels. You can then focus on this channel and work out how you can shift your messaging or targeting to attract more of your ideal client from Instagram.