You've slaved over your website for months, tweaking it endlessly until finally it is the perfect design you dreamed of having. But now that it's up, you haven't sold anything. In fact, you haven't had a sale in months. How do you improve website conversion?
It's tough to narrow down the answer to that question to just one reason your website isn't converting. Obtaining conversions via social media can be one thing, but what happens when they get to your website? Truth is, it could be any number of reasons, each unique like each user you can't seem to get to convert. Though it might be hard to pinpoint exactly where you are going wrong, you can narrow it down to a few common problems. So, stop making your site look pretty and think about these reasons your website may not convert.
One of the unfortunate truths of getting older is that your eyesight begins to fade. And with it, certain fonts and letter sizes become harder to read. Factor in that half of senior citizens are on the web, and you might want to look at the typography you're using on your website. Make sure that all users find your site readable and accessible with a font size of around 16 points. A cool font simply isn't worth the risk of losing conversions.
Have you been using the same website design since 1998? It might be time to rethink your design. An amateur layout can drive people away from your site, as can a poor design. Some websites just plain suck, but yours doesn't have to be one of them. If this situation sounds like yours, then you could gain a lot of user trust and improve conversion rates by having your website professionally designed. You might need to scrap your current site altogether and have a fresh start. This will help improve navigation and might even simplify things. It will certainly give your website a fresh look, which will lead to increased traffic and increased sales.
If users end up on your site and aren't quickly told what to do, chances are they won't be back. They certainly won't figure out how to purchase a product or service from you if they aren't told how they can do it. This is why you should put a call to action in a conspicuous place on your website. This should almost always go above the fold, which is an old newspaper term repurposed for the web to mean on the front page of a website.
If your website has no call to action, it might be time to have a copywriter rework some of the content. You're likely to see the difference in your conversion rate.
No Lead Generation Forms
Along with placing a call to action above the fold, you should have some kind of lead generation form. It's a great way to invite people to sign up for a newsletter, even if they don't purchase anything from you upon their first visit. Chances are, they'll get your newsletter and remember your company when it's time to make a purchase.
One of the biggest reasons websites don't convert is because they don't have a simple opt-in lead generation form above the fold. Don't allow this mistake to cost you conversions.
One of the biggest causes of high bounce rates on a website is that people don't know where to go. You might think your site is one of the most beautiful things on the web, when, in reality, it's quite difficult to navigate. Part of the problem could stem from having more than one navigation bar or having poorly labeled buttons that don't say where clicking them might lead.
A really good way to test out your website's usability is by testing it out on a variety of platforms. Look it up on a tablet, a smart phone or a laptop and see just how functional your site is on each of these. If you run into problems, you have the opportunity to make some adjustments and potentially improve your conversions.
One of the best ways to do this is by simplifying. Get rid of as much superfluous content as possible. Simple and clean means more conversions.