Conversions are the key to business success, but if you’re struggling to convert customers, there are plenty of site elements to consider. Converting visitors into actual customers is complex, but with the right tips and tricks, you can improve conversion rates in a short period. Below you’ll find common site mistakes that may be costing you, customers, with tips on how to correct these issues.
Mistake #1: Your Site’s Navigation is Complex
When a user lands on your site, can they easily find the information they need? If not, they’ll quickly press the back button, increasing your bounce rate and causing you to lose out on what may have been a paying customer. Improving your site navigation plays double-duty; not only does it enhance the user experience, but it also makes it easier for Google to index information, which can positively impact your site rankings in the long run. Use these quick tips to improve your site navigation:
- Divide categories clearly, and keep them consistent across pages
- Ensure your search feature works
- Make sure navigation elements are clickable links
Mistake #2: You’re Targeting the Wrong Demographic
Are you catering to your demographic? All elements of your site, including web design, copy, products, and images, should be targeted to your specific user. Tailor everything on your site with the end-user in mind – that means relevant content (more on that below), strategic imagery, and user experience tactics. By catering to the visitors that are more likely to purchase your product or services, you stand to improve your conversion rates.
Mistake #3:You Don’t Have a Responsive Website
The majority of online consumers access the web through their phones to search the web. If your website isn’t responsive, you could be alienating these mobile users. Responsive web design means your website can adapt to any screen size, no matter what device: smartphone, tablet, laptop, or desktop. The responsive design translates to the great consumer experience on your site, no matter how your visitor is viewing it.
Mistake #4: You Aren’t Driving Traffic to Your Site
Your website may have a fantastic design, offer wonderful navigation, and boast stellar content, but that means nothing if users are unable to find it. Utilizing search engine optimization (SEO) tactics can make it easier for Google to crawl and index your site pages, driving more site traffic.
The tricky thing about SEO? It’s a constantly evolving industry – not a set it and forget it tactic. Google releases new algorithms regularly, meaning your SEO strategy needs consistent tweaking. You’ll need to dedicate time to assessing your SEO strategy every month or invest in SEO management services to ensure your site is optimized on an ongoing basis.
Mistake #5: You Don’t Offer Value-Adding Content
If you aren’t regularly updating your site with unique, value-adding content, what is going to convince customers to purchase from you over your competitor? To cement yourself as a leading authority in your industry, high-quality content is a must. To develop content, you need to research your target demographic. What motivates them to search for your product or service? What issues do you solve for them? Answering questions like this is integral to creating a streamlined content strategy.
After determining what it is your target customers are looking for, consider titles that complement your business goals. Create how-to’s, long-form guides, seasonal blog posts, and other types of content that relate to your industry. The more value-adding information you can provide, the more credibility you’ll build as a brand. If you need help building up an arsenal of great content, you may want to hire a writer who can guide your strategy and keep your blog updated through a regular publishing cadence.
Remedying the above issues may help enhance the consumer experience, drive more qualified leads to your site, and increase your bottom line. Try incorporating some of these tips and watch your conversion rates skyrocket.