As a marketer, your number one priority is to get your visitors to convert through your site. Regardless of whether you’re in the B2B or the B2C sector, increasing sales and leads is a priority. Through an e-commerce site, you might class a sale as a conversion. Through your lead generation site, you might class a conversion as a newsletter signup or a content download.
Attracting a healthy volume of visitors to your site but seeing little to no increase in lead generation?
Why aren’t they converting?
Here are a few reasons why this might be happening, check them out below.
Your site’s cluttered
When a visitor arrives at your site, what do they see? Are they presented with a clear and simple navigation menu? Or is your home page filled with all kinds of offers and calls-to-action? Is it clear where the user is supposed to go?
You need to hold your user’s hand a little; what is it you want them to look at first?
One of the first steps you can take to de-cluttering your site is from the menu. Labelling your menu items using straightforward language can improve the user’s experience.
You need to make sure it’s obvious to the user where they can find out about a service or a product you provide without getting frustrated.
You should aim to highlight just one call-to-action (CTA) on each of your website pages. Multiple CTAs on one page confuses the user unnecessarily.
To get the best conversion rate, make sure the CTA you’re pushing is highly-relevant to the page it sits on. For example, on your service pages, highlighting a ‘free demo’ CTA could work perfectly.
Your content isn’t relevant
You might think your site is full of useful content but have you actually researched what it is your audience wants?
Conduct surveys and ask your current clients what questions they initially came to your site with. This process can provide valuable insight into the thought process of your audience.
Your content needs to provide a solution to a problem your audience is displaying. If it doesn’t, you’ll never see results through content marketing.
You haven’t changed your site in years
You don’t have to redesign your entire site every year but you should be making adjustments in response to the changing behaviours of the consumer.
User trends change.
So, what might have worked well for you five years ago, won’t necessarily work well for you now.
The key to a high performing website is a constant cycle of tweaking and measuring the results. Start off by making one amend at a time, this way you can isolate the element that made the conversion rate increase.
If you make five changes at once, you won’t know which change had the best impact. Then the experiment has been a waste of everyone’s time.
Your being too data-hungry
We all want insightful data from our audience, it helps us make informed decisions.
But many companies are blinded by this goal. Businesses demand too much information from the user before they can complete an action. All they want is to join a simple newsletter list or content download or even contact you. But you’re taking it too far!
Just start by asking for their name and email address. This is all the information you need to start with. Then, once they’ve downloaded a few content pieces, you could ask them questions about their motivation for visiting your site.
Building a trustworthy relationship with your site visitors is an important first step. They need to know you’re not just going to spam them with emails about their products. Offering genuine content for a reasonable amount of data in return is all you need to start with.
There are many reasons why your website might not be converting its visitors. These are just a handful of the most common reasons.
If you’ve explored all these options, why not employ a third-party user testing platform? These platforms help you see your site through unbiased eyes.