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Some Common Reasons For Why You May Have A Poor Website Conversion Rate
Solving the riddle as to why you are not making many sales is never easy. Assuming you have a decent product or service to offer, a fair price structure and a definable USP, you technically have all the right pieces in place.
Coupled with an attractive website that is packed with quality content and well maintained, you would expect to be well on your way to a solid conversion rate.
Unfortunately, you still find yourself staring down the barrel of bounce after bounce…after bounce. Analytics can help you determine when and where people are bailing on your website, but figuring out how to plug the leak is where the real challenge lies.
Poor conversion rates can be attributed to dozens, maybe even hundreds of combined factors. Nevertheless, the following four routinely play a role in disappointing conversion rates, which in all instances can be quickly and easily turned around:
1. Your Call-to-Actions Need Work
The term ‘work’ may seem slightly ambiguous, but that’s precisely the point. With CTAs, everything about their size, shape, position, colour, design and textual content can make a major difference to their impact and effectiveness. One of the best (and only) ways of maximising the effectiveness of your CTAs is to conduct a programme of testing. Make adjustments, track the subsequent results, make further changes and repeat the process as necessary.
2. Your Landing Pages Are Too Broad
When a customer visits your website by clicking a link, they expect something very specific. They have entered a search term, chosen your website and arrived on one of your landing pages. At which point, the relevance of its content (its headline in particular) will determine whether or not they stick around. Whether their intention was to purchase a product, contact you directly or simply find out more about your business, they should land on an appropriate page that allows them to take action immediately.
3. Your Contact Forms Are Too Long
Remarkably, one of the most common causes of elevated bounce rates is contact forms that are too long and complicated. Countless customers have every intention of making purchases, though require clarification on certain issues before doing so. If expected to disclose their entire life story simply to get in touch, they will take their business elsewhere. Long contact forms and bots that make it practically impossible to get to an actual contact page are major turnoff for most web users.
4. Your USP is Not Stated Clearly
Lastly, you should be taking every (reasonable) opportunity to communicate and push your USP on every visitor to your website. Whether it is free shipping, quick and cost-free returns, a price match policy, a 100% unique service package or commitment to sustainability, your customers need reminding what it is that makes you great. If you do not have such a hook you can use to motivate visitors to take action, you may need to take your entire promotional model back to the drawing board.