Why Your Website is Not Converting Visitors into Customers

The average conversion rate of a website landing page is roughly 2.35%, according to WordStream. How does your website stack up?

In this post, we’ll talk about common website issues and how to improve them to increase website conversion.

For most of us, the primary goal of a website is to increase sales and contribute to the growth of your business. The only way to do that is to convert visitors into customers. Here are a few things about your website that might be making that a little difficult:

Poor mobile experience

Responsive Website on Mobile Devices

It’s pretty apparent that the top converting websites provide an excellent mobile experience. With increasingly more people visiting websites through their phones, it’s imperative that your website looks and functions as intended. You need to make sure your content can adapt to all screen sizes – if something looks ugly or broken on mobile, it’s likely a lost opportunity.

No clear call-to-action

Visitors can spend all the time in the world on your website, but you won’t be converting them unless you direct them to the right place. A beautiful aesthetic and killer content is nothing without a clear call-to-action that brings your visitor to the next step. If you want users to buy your products, show them how to get there.

Slow loading times

People these days have short attention spans, especially when it comes to websites. If your website takes too long to load content, leaving users staring at a blank screen or the page they were just on…you’re going to lose them. Sort out your hosting provider, CDN, or caching mechanisms to make sure your site loads quickly. This will make for a positive user experience and higher conversion rates.

Confusing or cluttered information architecture

No one wants to jump through a bunch of pages just to find the content they’re looking for. Your site structure needs to allow users to navigate your site in a way that makes sense, but it also needs to make sure nothing is buried too deep. Use analytics and customer feedback to determine what pages need to be more accessible, and make sure users have multiple pathways to reach those pages.

How do I track conversion rates?

The simplest way to track conversion rates is to use Google Analytics. In the Google Analytics dashboard, look for the Admin tab and then select “Goals.” At the top, select “New Goal,” and you’ll be directed to choose your template, description, and details. Essentially, you want to choose what your goal is (product purchase, contact inquiry, etc.) and select a URL to track (which is likely the cart checkout or form submission URL).

Once your goal is set up, analytics will start tracking it so you can visualize your conversion rates.

Wrapping up

If your website conversion rate is not up to par, you might want to look at some of these items and how to improve them. Is your site slow? Or does it lack a clear call-to-action? Whatever the case, the bottom line is that users want a fast, fluid, and seamless experience when they visit your site. By making your user experience awesome (coupled with great products or services), you can definitely expect to see higher conversion rates.

If you need assistance with any of these conversion solutions,  feel free to contact us.

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