Reasons Why Your Website Might Be Failing To Convert Visitors Into Customers
So, you’ve built a website and even managed to attract some visitors, but you still can’t get any leads or sales? It could be you can’t convert your visitors because they don’t trust you or don’t perceive your business as credible. The good news is, there are a few things you can do to change that in an instant.
- Your Website Looks like It’s Still 1998.
One of the reasons why you may fail to convert visitors into customers is the way your website looks like. In fact, it is reported that a staggering 46.1% of all visitors treat web design as top criteria when deciding whether your business is credible or not.
For example, if it still can’t be accessed on a mobile device, uses graphics that nobody would trust, and looks like it was made in an HTML website builder developed back in the 1990s, it’s probably time to update the graphics or hire a new website developer.
- Your Web Copy Makes It Hard to Guess What Your Website Is about
The second reason why you fail to profit is poor copywriting skills. If your visitors are unable to tell what your site is about within a few seconds of visiting your site, it’s inevitable they will hit the back button.
The same happens if you aggressively try to sell them your product or service, using in-your-face sales tactics that nobody likes and which are the last thing that can help you establish a good relationship with your visitors. How to fix this?
While there are many rules which you can follow to improve the conversion rate of your website, one of the most important principles is that you should always focus more on your visitors – and what you can do for them – rather than talking about how great your business is.
- Your Branding is Weak
But it’s not just web copy that can drag your conversion rate down. Another thing that may undermine your efforts is your branding. If you fail to create a lasting impression and a recognizable brand, you miss on a lot of patterns that come with it – from a higher conversion rate to the possibility of attracting referral traffic.
In the end, if your visitor remembers your site, he’ll be a lot more likely to share it with his friends, colleagues or family. At the same time, if your website, domain, and logo are very generic and do not align with what you offer, people will forget them even before they leave the site.
What many businesses do not understand is that brand building starts from the very first moment you decide to create a site. To build a strong brand, you will need both great design and copy – which you can get only if you thoroughly research your audience, focus on helping your customers, and put their needs first.
- You Lack an SSL Certificate
Sometimes, even the best design, good copy and strong brand may fail if your website visitors don’t feel secure on your website. While there are a few different ways in which you can assure them they have nothing to worry about, one of the most popular ones (and, since the recent Google Chrome update, considered obligatory) is an SSL certificate. Its presence is indicated by a small lock next to the web address.
The good news is, having one doesn’t have to cost you a fortune – typically, you can use SSL certificate for just a few dollars. And if you want to get one without spending a dime, look out for web hosting plans that come with one included. On top of that, getting an SSL certificate in the same place you get your server is a good idea if you want the company to help you install it for you. What can be a huge timesaver, considering how important it is to do everything right for both SEO and security reasons.
- You’re Attracting the Wrong People to Your Site
Naturally, even the most credible and secure website will fail if you don’t attract the right people to it. Having thousands of visitors every month means nothing if they are not targeted. Sadly, putting quantity over quality is a common mistake of many beginners.
That’s why it’s critical to research your audience thoroughly. Think about who they are, what they want from you, and where they hang out online. If source A has more affordable but unrelated traffic and source B costs 10 times that but the visitors are super targeted, do everything you can to attract the traffic from source B.
Everything Is Fine – What’s Next?
Once you get your site back on track and see the first conversions that don’t mean your job is done. Instead, you should work on improving it even more. A great way of doing that are A/B tests using which you can test different elements of your website and see how they impact its effectiveness. If you are unsure whether to invest your time in conversion rate optimization, consider that CRO Tools boast an average ROI of 223%!
But conversion tests are not the only test which you should keep an eye on. Sometimes, you think you’ve got everything under control – the branding, the copy the design and the traffic are all aligned.
But for some reason, you still aren’t getting any sales or leads. In this case, it’s possible you have an error somewhere in your funnel that’s preventing your visitors from finalizing the transaction. This happens especially after significant updates to your website. That’s why you should keep your eyes open and always look for both marketing and technical ways to improve.