A constant revenue stream is the one thing you want when you start working on your small business’s online presence using the website or any other platforms. If you also get traffic but have fewer conversions, it may be time to think about the factors behind low conversion rates. This will help you take a strategic approach.
Website’s Conversion Rate: What is it?
The conversion rate is the percentage of people who are taking action on your website after landing on the webpage. People who click a link or button, purchase, fill out a form and sign up for a newsletter or email notifications. There is a difference between getting traffic to your website and getting the desired conversions. This post is about factors that play a pivotal role in a lower conversion rate.
8 Deadly Mistakes That Kill Conversions on Your Small Business Website
Your Small Business Website Is Not Optimized for Search Engines
It is crucial to rank higher in order to get desired conversions. The more the website maintains its higher rank, the more there are possibilities to be seen by potential clients. Several things work as a backbone for keeping the rank high, which include relevant and engaging content, precise keyword targeting, and valuable backlinks.
What You Can Do:
First, accept the fact that your website is not going to rank right away. Neither is there a way to hasten the process. Don’t get disappointed; you can always take steps to ensure that your website moves closer to a higher ranking in Google and makes conversions. For that, utilize SEO strategies, such as keyword research, creating content using targeted keywords, marketing it to the right audience, and doing internal linking. So Google can index and crawl your page more quickly.
No Call to Action
Call To Action (CTA) is an element that plays a key role in encouraging the audience. In the absence of them, users cannot get an understanding of how to interact with the website. The use of generic and monotonous CTAs can dissuade your clients.
What You Can Do:
What if I tell you that if you want your users to do something, ask them and then give a direction to do so? You are probably thinking that it is not that simple. Yes, it is. All you need to do is figure out a way to tell them where, when, and how. Use low-friction words like Get, Check-Out, Earn, etc. Also, make the CTA user-friendly because a well-designed CTA element aligns with the website’s overall design.
Poor User Experience
Website design is not just about providing a good look and feel. It can make or break your user’s connection with the brand. A visually appealing site builds a lasting impression on the user’s mind, and they might want to keep visiting more.
What You Can Do:
Map the user journey inside the website, and make your users follow a step-by-step journey by making it easy and intuitive. Also, leave no space for unnecessary pop-ups. As the number of satisfied users grows, their chances of performing the desired action also increase. When you remove all doubts, they are more likely to help spread word-of-mouth.
Your Small Business Website Website Is Not Mobile-Friendly
Non-mobile-friendly websites are automatically ranked lower by Google on mobile search results pages, resulting in a gradual drop in traffic to your website. As the number of mobile users is increasing day by day and generating internet traffic, it is high time to develop a mobile-friendly website and explore the territory of untapped client sets.
What You Can Do:
Make the website elements like images, menus, forms, etc., responsive so users can enjoy the same desktop experience on their mobile devices. Get the help of top front-end development services so you can benefit from efficient architecture and a responsive layout.
You Are Not on Target
Yes, you may have missed the audience that takes an interest in your particular services to make everyone a potential client. Trying to convert a larger audience or the wrong audience can negatively impact your conversion rate since they are not intrigued at all.
What You Can Do:
Conduct proper market research to define your niche audience. It is essential to know who will use your services, their purchasing habits, what matters to them, their spending habits, and so on. You can use this information to help brand your small business, design your website, and write copy directly reaching prospective clients.
You Don’t Have a Clear Value Proposition
When the whole world is full of various services, making people believe what you are selling is uncommon is hard. That’s when a succinct value proposition helps. It clearly describes how your service solves your client’s needs and distinguishes you from your competitors. Not having a clear value proposition means you are not communicating clearly with your audience.
What You Can Do:
Your website visitors convert effortlessly when you convey clearly how you are different from the competition and why choosing you is the right decision. You can see an increase in metrics by creating an irresistible value proposition via headlines, images, or copy.
Lack of Relevant Content
Having relevant and engaging content on your site increases the likelihood of visitors staying on your site and interacting with it. Lack of quality content or using too much content makes your users feel bored.
What You Can Do:
Write a storyline that best showcases your journey in a meaningful and responsive way. This way, it will help your brand build relationships with your prospects. Social proof, such as testimonials from satisfied clients, reviews, and case studies, is integral to the website and provides credibility to gain trust.
You Have Nothing New
Search engines and audiences both love unique content. The content that is plagiarized gets pushed down by search engines. So while posting for your blog or writing your landing page’s content, always perform a plagiarism check of your content. This will not only help you with a better appearance but also with an improved rank in SERP. Additionally, unique content increases visitor retention and helps significantly with conversions.
Time to Stop Asking, “Why Doesn’t My Website Convert?”
The reasons outlined above intend to help discover the pain points behind lower conversion rates. Your top line will benefit more from your existing traffic when you convert more visitors using the abovementioned tactics. There can be numerous other reasons why your website is not converting. Remember that conversion rate optimization (CRO) is a long and experimenting process. The noteworthy thing is to determine the objective, gather data, and conduct different practices to find out what resonates the most with your clients.
