Why users aren’t converting
You could have the best-looking landing page and the fasting running website but if your visitors aren’t reaching the goals you have set and aren’t doing what you want them to do, then all that effort and time can go to waste. Researching your audience and their goals is incredibly important; if you have a full understanding of what your customers want, your conversion rates will increase. Below are some reasons why you may not be getting the conversions you are looking for.
You’re focused too much on how it looks
It’s great when a website is visually appealing and initially attracts the targeted customer, but this is no longer enough to convert them. Aligning your website, landing page or social assets to the goals of your consumers will improve conversion rates as you are capturing more than just their initial attention. Although an attractive website or landing page is nice to look at, your priorities should be around ensuring your customer’s needs and goals are considered.
There is no clear call-to-action
A call-to-action is a term to prompt action from a customer to purchase a product or service from a company, which is why it is so important to include them. If you want a customer to sign up for a subscribed newsletter or purchase a new product, but have not mentioned or directed them anywhere to do this, then that goal you have in place won’t be achieved. Your CTA’s (call-to-actions) need to be clear and become one of the first things your audience will see otherwise, again, they may not do what you want them to do.
People need to be told what to do on your website; once you’ve made the steps clear, they will follow.
They can’t get navigate thoroughly through the website
One of the biggest errors that can stop customers in their tracks is broken links. This can become a big error and cause a conversion to be lost. A customer may want to find out more information on the website, and when navigating through, they may come across a broken link; this could therefore result in the customer leaving the website and bouncing, meaning that a specific conversion will never be made. So it’s important that there are regular checks on the website and proof checking that every single link on each website page works.
Your website is not mobile friendly
In 2022, 58.99% of global website traffic was through mobile; this is a huge percentage and highlights the importance of ensuring that your website is mobile-friendly. If there is a decline in your conversions, it could be because your website is not proving to be a good experience for your customers.
Another factor is that your call-to-actions are not at the forefront when a customer enters your website through mobile rather than your computer, so they need to be eye-catching using colour, font or shapes to make them stand out. If not, they may leave as they have not received the information they were initially looking for.
Mobile sites can appear differently from your desktop site, with some images potentially cutting off text or the website not fitting the width of the mobile screen. It’s important to test out the mobile site and not just assume that it will fit any size automatically.
Low trust levels
One of the biggest elements of a strong conversion and relationship with your customers is trust. So, if your customer is leaving their shopping basket midway through the checkout process, don’t spam them with emails reminding them; the chances are they will be deterred from this.
Ensure that there are reviews to be viewed but also added; this shows the customer other experiences which show legitimacy and will make the customer feel reassured that it’s a safe, authoritative website. With 63% of shoppers more likely to purchase from a website with reviews, it’s important that you allow reviews to increase conversions.
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