Driving traffic to a website is just one part of the goal for business owners. There’s also the issue of what to do once the users are on the website. You can be driving a ton of traffic to a site – whether it’s direct, organic search, pay-per-click or social media.
However, what happens if you’re doing a great job of bringing users there – but nobody is buying anything? That’s an issue with your conversion rate.
There are many reasons that this could be happening. Below are a few tips for how to get conversions on your website and why this may not be happening.
You don’t give users a chance to convert
A person cannot complete a conversion if they don’t have the chance. If your call-to-action is not placed somewhere prominent on the converting page, or if the call-to-action just isn’t clear, you may be losing out on potential buyers.
When placing a call-to-action, make sure it’s in a good spot and that the right language is being used. It’s always a good idea to test out call-to-actions, which you can do with programs like Google Optimize.
Your site just isn’t user-friendly
When somebody gets to a website, they want to have a good user experience. There are numerous factors that can work against this and get users to leave your site without converting.
For one, your website could just be slow. Or maybe you have annoying pop ups that hurt the user experience. Maybe a user isn’t allowed to navigate the site cleanly due to the way it’s set up.
Your offer isn’t compelling
This is more of an issue when it comes to ecommerce sites. You need to make the user want to convert, give them a reason.
For example, instead of using a term like “Buy Now”, go with a term that entices the user. For example, “Buy Now and Get Free Shipping”, or “Buy Now for Only $3.99.”
You haven’t added credibility
In order to improve purchases, contact form fill outs, or whatever your site uses as a conversion point, you need to add credibility. You need your potential business to trust you.
One form of credibility, this is mainly a factor for b2b businesses, is a testimonial from a customer – showcasing that people enjoyed our product. Another form of credibility is a review or star rating.
Other forms of credibility for b2b businesses can be things like case studies – prime examples of the work your business has done, a list of awards your business has won, as well as a list of clients.
Showcasing prominent clients can help you stand out to other potential clients.
All of these forms of credibility make your business trustworthy.
Make sure it’s easy to buy from you
You’re trying to sell a user a product. Why make it hard on them?
Don’t make the user go through too many steps before they’re able to purchase the product, don’t make them click too many buttons, and make sure they aren’t filling out more forms than what are necessary.
Also, and this cannot be stated enough, do not make them sign up. There are few things more annoying as an internet user than when you’re about to buy a product and are then forced to sign up for something.
I’ve actually decided to not buy products when I’m forced to do this.
Hopefully these tips are helpful when deciding how to improve the conversion rate of your site. It also couldn’t hurt to try A/B testing before you make a final decision on aspects of your site such as on-page content and call-to-action buttons.