Practical Tips to Increase Your Website’s Conversion Rate
In a world run by expert digital marketing Gurus, you may feel like you have done everything you possibly can to drive traffic to your website. From generating an unbelievable amount of content, sharing that content with one and all, making sure that your social media followers remain engaged to even paying for ads, you can finally see the numbers coming in. Thousands upon thousands of unique visitors every month and a truckload of page views every day.
Even though this in itself is excellent work, unless those page views are converting into sales, then you may not start celebrating just yet. No matter how many page views you get, without those all-important sales, you are not going to manage to pay the bills.
If for one reason or another you are still struggling to improve your conversion rate despite all this, then you should try looking beyond your regular A/B testing and traditional CRO recommendations for dealing with bottlenecks. You need to start trying to figure out why those thousands of visitors are just not buying from you. Here are some reasons why that may be happening:
Your website design could be the problem
Think about it, how long will you personally stay on a site that simply doesn’t fit well onto the screen of your mobile device? A site that needs you to scroll from left to right and then back again. A sight that frequently gets pop-up ads that cover the entire screen and render your visibility nil? Almost no one will stay on that site.
Today, SmartInsights puts the percentage of people accessing the internet via their mobile device at 80% of all internet users. These are all people with whom you will have a falling out unless your website is properly responsive and designed for mobile device accessibility. This frustration is so bad that up to 30% of all mobile device users admit to abandoning a website (transaction) if it is not particularly optimized for mobile browsing.
Google realized that this was happening and made mobile-compatibility a key factor when it comes to site ranking. Make sure that yours is and that you are not hemorrhaging potential sales and missing out on valuable organic traffic because of this reason.
Other site design problems (User Experience Issues)
As bad as it is, mobile compatibility might not be the only problem. Most of us know just how important call to action buttons are especially when you are looking to make a living through your website. Because of this, some of us get over-zealous with our efforts to direct our clients towards what we want them to do. Having too many calls-to-action buttons can frustrate the client and cause what is referred to as ‘analysis paralysis’ (leaving them confused about what they need to do).
Other issues include:
- Poor site navigation
- Way too many steps before they reach their destination (product)
- Non-streamlined content (cluttered and confusing)
- Slider and rotators
There are a lot of user experience issues that you can only identify once you see how real people interact with and react to your website. Instead of taking wild guesses at what could be turning them off, why not submit your website for review by real users at Usertesting.com?
Do NOT set videos to autoplay, they hijack user experience!
Surveys show that the use of video on your product pages can actually boost your conversion rate. Most retailers reported upwards of 9% increase in sales just by using videos on their websites. This, however, is a double-edged sword as videos and audios can be a source of disruption and end up costing you valuable conversions. This is especially true if those videos and audios are set to autoplay. The theory is that most visitors will take the time off the page to find and mute the source of the sound.
This wouldn’t go over very well with people who have short attention spans as they can easily be distracted by that motion which will end up ruining their overall user experience. There are also people who simply do not care for the distraction and will immediately click off should they hear any sounds on your website. Instead of risking all this, simply create a compelling call to action that leads the visitors to the videos and gives them the option of playing them should they deem it fit. You could also choose to play them on silent just like Facebook does so that your visitors can decide whether or not they want to listen to the message being passed across.
You are not clearly outlining your value proposition
As sad as it might sound, we are all rather self-centered creatures. It is almost always about ‘what’s in it for me’. If you are not clearly telling your customers what kind of benefits you are offering them, they will not struggle to discover them on their own. They need to immediately recognize what is in it for them from your value proposition. The only way to create a crystal clear value proposition is to test your options on people outside of your circle. See if they can make sense of it.
Your site takes forever to load
We are an impatient species. Up to 47% of your site visitors expect it to load within 2 seconds or less. If it takes more than 3 seconds to load, you will lose up to 7% of those who would have otherwise hang around and maybe even bought from you. You need to go to great lengths to reduce site load time as much as you can. Use tools such as TinyPNG or ImageOptim to optimize and compress images without compromising the quality so that your site doesn’t take forever to load.
Your content isn’t what you promised
What you need to realize is that most of your visitors will come from organic traffic and ads. This means that they were hooked by the initial contact and what content you promised them upon visiting your site. Should they land on your site only to find that you are peddling something else other than what brought them there, you can be sure that they will click off. Audience research and providing what you promised is key.
Which method works best?
There really isn’t a simple answer to this question. The best course of action is to identify your specific pain points and start A/B testing. Over time, these small changes will greatly improve your overall conversion rate.