So you’ve got a website, and according to Google Analytics, you’ve got visitors. But it appears these visitors just aren’t turning into leads or sales?
Believe it or not, this is a common worry for a number of businesses, especially when you’ve invested heavily in your website. After all, it’s the shop front of your business, and if it’s not getting people to make a sale, there’s got to be a problem somewhere.
‘Conversion optimisation’ as it’s called in the marketing industry, is a vital aspect when reviewing the success of your website.
By looking at how well a website converts sales and leads, we can gain a good idea of what’s working and what’s not working.
Much of this data can be found in Google Analytics. Not only does Google give you data on the journey people take on your website, but they also provide a bounce rate and time spent on the page.
Gathering all this data together can give you an idea of where people are dropping off.
However, while this data is great, you may be struggling to know what to do with it, or the areas you should probably look to focus on.
With this in mind, we’ve listed the core areas of why your website may not be converting successfully.
You Focused on Design Not Goals
If it’s a new website that’s not converting you could be in for a real shock.
All too often, businesses focus on creating a website that looks great but doesn’t actually function in encouraging people to make an enquiry or a sale.
You can have the most innovative and modern website on the planet with a host of quirky features. But, if it doesn’t lead your visitors to make a purchase or enquire, then, it’s not serving your business, and certainly not serving your customer.
Yes, looks matter to some extent when it comes to a website. However, ultimately, all users just want a website that gives them the information they need and is easy to navigate.
As the saying goes – ‘ain’t nobody got time for that’.
In today’s world, we’re all impatient online users who want information quickly and easily. Make people work too hard, and you’ll be losing customers.
You’re Using Too Much Jargon
When it comes to creating your website content, know who you’re talking to.
Using too much jargon or big technical words can be extremely off-putting, even in niche technical sectors.
Website visitors essentially have two goals in mind. They either wish to research something or purchase something.
If your excessive, over-complicated wording gets in the way of making them understand your product or service, they’ll be bouncing right off.
Talk to the person in the room, not your own ego. Leave the big words for scrabble, and talk to your audience like they’re sitting in front of you.
You Haven’t Checked It
Have you been through your website processes like a customer?
It may sound basic, but you’d be surprised how many businesses have never taken themselves through their own website to fully experience how it feels to be a customer.
Even if you’ve been too involved in the process, ask a friend or relative to go through the website process and give you some honest feedback. Even the smallest frustrations can turn customers away.
Your Call To Actions Aren’t Obvious
Call to actions are a fickle thing. Too many and you overwhelm people, too few and people have no idea what to do next.
Assessing the effectiveness of your call-to-action is essential in ensuring you’re leading people to the right place to make a sale or an enquiry.
There are a number of tools, such as heat mapping which can help you identify if your call to action is in the right place.
Are They The Right Visitors?
One last key area to check before making any major changes to your website, is knowing where your visitors are coming from, and are they the right visitors?
People can stumble across your website for all the wrong reasons, which means your visitors may not be of the quality you need for them to turn into a customer.
Analysing your traffic and the SEO on your website can ensure that your search visibility is attracting the right kind of customers who are actually interested in your product or service.
Don’t simply assume that just because you have visitors, you should be receiving leads. Check where these visitors are coming from first and then make the bigger decisions.
These are just a few of the areas that can impact the conversions on your website. While website design has often been in the realm of designers, it’s also important that when building or improving a website you include user-experience.