Your conversion rate is fundamental to measuring the success of your marketing efforts!
Conversions don’t always have to refer to clicks – they can also refer to conversion events further down the funnel. Simply put, your conversion rate defines how many of your customers are doing what you want them to do. This is calculated as the percentage of people who visit your website and become a customer or a lead. That might mean they buy your product, sign up to an email list or complete any other action that you want them to take.
Getting traffic to your website is great, but if that traffic doesn’t convert, it’s almost useless! So let’s take a look at five reasons why your conversion rate is slipping and what you can do to help elevate it!
1) Poor Navigation
Just about every website has some form of navigation. Unfortunately, not every website’s navigation is good. Navigation is crucial for sales and marketing, your website’s design has a bigger impact on your conversions than any other factor. With a carefully calibrated layout, you can present all of the desired information without overwhelming or confusing your audience.
There are many factors that may be negatively impacting your websites navigation, such as:
- Navigation with way too many options.
- Unimportant links in the primary navigation menu.
- Your navigation is designed for large screens only/not mobile optimised
- Links don’t visually differentiate from the rest of the text.
- The navigation Bar changing location on each web page
So how can you boost your website’s navigation to increase conversions?
- Keep it consistent on every page.
- Divide categories clearly.
- Make all navigation elements clickable links (that are clearly distinct)
- Use accurate navigation titles.
- Ensure every clickable image has ALT text.
- Ensure your search feature works effectively.
2) Weak CTA's
You’ve worked hard on your website to ensure it shows your business in the best light. Your offers resonate with your ideal customers, you know your industry like the back of your hand. But you discover that no-one is clicking through on your calls to action. Your website’s CTAs are just not converting. But WHY?
70% of small business websites lack a clear call to action (CTA) on their homepage.
There are many reasons why your call to actions are not working!
- You are giving users too many options and they cannot decide
- CTAs are hard to find.
- Your CTAs aren’t optimized for mobile.
- The language is wrong.
- You’re using forms that are way too long.
- Asking too much without offering anything in return.
- You’ve left out the benefits of your offer.
- Your CTA’s aren’t defined enough on your pages.
So how can you repair your CTA’s success?
- Focus on one main goal for conversions, and then use your CTAs to drive people through that specific funnel.
- Only ask for must have data.
- Ensure your website is mobile friendly
- Leverage whitespace – don’t crowd your CTA.
- Use first person language
- Establish a discount offer
The important thing is to never stop believing there’s a better way to present your CTAs to your audience. There is no single rule for writing a compelling CTA. It’s only by testing variations that you can be sure of what works. Test and refine!
3) Uneffective Copy
Your on-page copy should be persuasive, clear, well written and descriptive. Good copywriting can generate up to 8x more traffic on your website.
Generate great copy that is targeted towards your buyer personas. This will make sure each product appeals to the person most likely to buy it. Your copy should also include action words, and have the ability to stir up emotion and inspire action. Modern day buyers demand highly-personalised, specific messaging that speaks to their own needs and preferences. So, no matter how great a landing page looks, it won’t convert at a high rate if it doesn’t resonate with your ideal customers.
When it comes to copy, less is more! Most online users scan pages rather than read them entirely. Users spend an average of 5.59 seconds looking at a website’s written content. In this time frame they should clearly understand the consequence of any of their actions. As a result, landing pages with a high word count tend to receive fewer conversions. Audiences scan, they don’t read. We recommend cutting down your word count to only include essential information. Also, consider text formatting. For example, utilise bullet points, headers, and spacing to break up larger blocks of text.
4) User Motivation
According to BJ Foggs’ model, three elements must be present in order for a specific behaviour to occur: motivation, ability, and triggers. In other words, if you want to increase the number of users who convert, you must ensure that they are:
- Motivated: Do they really need to perform a given action?
- Able: Can they do it easily? Is your website usable?
- Triggered: Have you triggered them to perform the behaviour?
5) Pipeline Killers
Pipeline killers are the blockages along the pipeline of your desired marketing funnel. These tiny details can affect even a perfectly curated user experience. Funneling in users to have your brand’s proposition understood, the user’s expectations met, with a minimal amount of friction, is no easy task.
The critical point is to spot where your users are falling off within the funnel and adjust these pipeline blockages accordingly. This is a quite obvious but often neglected action that every UX designer should take. In order to individuate and solve your Pipeline Killer, you first need to create a funnel using an analytic tool such as Google Analytics. After finding a possible solution, validate it by performing user testing and monitoring the quantitative data from your funnel.
The first blockage often happens near the start of the pipeline (or funnel) – in your targeting. Targeting too broad of an audience will bring traffic to your landing page, but they will be unqualified, uninterested and unmotivated – wasting your time and your money. On the other hand, targeting too narrow an audience will leave you with insufficient traffic to convert. Balance is key to your targeting to ensure you have a relevant and engaged audience. As you continue to convert leads, you can use the leads who have converted as examples for your future targeting and advertising, so you hold a better understanding of who to target.
These 5 reasons aren’t the extent of low conversion rates. They’re really just a starting point to help begin to convert your site traffic into conversions. It is not an overnight success, but many small changes like this can make a big difference. If you take the time to improve in each of these key areas, you’ll be well on your way to increasing conversions and growing your business.
Are you also dealing with high traffic but low conversions?
Get in touch today and let us boost your brand!