Is your website pulling its weight as perhaps the most important component of your digital marketing strategy? If you're website is failing to convert users, then the effort you're pouring into your other marketing channels will be for nothing. After all, having high levels of traffic is excellent but the bottom line comes down to successfully converting those clicks.
If your website is failing to drive the conversions you need, it can be difficult to know where exactly to begin. Is your content failing to engage your users? Are your CTAs ineffective? Maybe your landing pages are irrelevant or confusing for users? Perhaps your entire site navigation makes it difficult for users to find the information or contact details they need.
How to your improve your website conversion rate
There are endless reasons to explain why your website is failing to convert. Fortunately, we've broken down some of the most effective ways to increase your conversions.
- Improve your site loading speed
Improving your site loading speed is a sure fire way to increase your conversion rate. Having a slow site speed is a sure-fire way to boost your bounce rates and miss out on potential conversions. Most websites are slower than they need to be and, even if you can’t detect it, Google certainly will be able to. Since Google prioritizes user experience, a slow site speed will almost certainly impact your rankings, traffic and conversion rates. Make sure that you don't have any oversized images or long video onsite that could be slowing your website down, or implement solutions such as lazy loading if necessary.
- Make sure your website navigation is intuitive
Does your site navigation make sense from a user standpoint? Your website has just had a design revamp and it looks more modern and stylish than ever. So why isn’t it converting? In short, it could be that your website offers style over substance. Eye-catching graphic elements are a nice touch, but your copy, site structure and navigation are all crucial to getting those all-important conversions. Fundamentally, your website must offer a clear overview of who you are, your services and why this is relevant to your visitors.
- Keep your website streamlined
Site usability is key to generating conversions and it is very easy to overwhelm users with too many options, particularly if you offer a variety of products or services. A streamlined user journey requires ensuring that there are clear and simple options on, for example, site menus. Navigation bars and breadcrumbs are a useful tool, but if yours feature too many options, you’re going to overwhelm users. It is also important not to confuse users with too many pop-ups or ads and keep CTAs relevant to the landing page.
- Consistently test your website
If you have recently finished building or revamping your website, it is tempting to launch right into an inbound marketing strategy. There isn’t anything wrong with doing this, but it’s important to keep testing your site for potential improvements. To ensure that your website has the perfect features to encourage conversions, A/B test different variations of it. Limit yourself to making one change at a time, to precisely identify which iteration of your website gives you the highest conversion rate.
- Convey trustworthiness and authority with your website content
New visitors probably don’t have pre-configured notion of your brand, the level of service you offer or how trustworthy you are. It’s important to make sure that you’re presenting as trustworthy a front as possible by featuring case studies, client testimonials and reviews.
- Make your customer the focal point of your website
A common error when building a brand online is to make your website all about your organisation. You should let visitors know who you are and what you do but your website should primarily address user pains. Let visitors know that you understand their needs and know exactly how to fix them. An effective way to drive conversions is to focus your website messaging on resonating with users. Too much branding, jargon, or bragging about your own achievements can alienate potential customers and clients.
- Ensure every page has a relevant CTA
Calls to action (CTAs) are elements on a web page that directly encourage users to take an action. l For example, a ‘buy now’ button, or ‘subscribe to our newsletter’ pop-up. It may seem obvious that CTAs drive conversions, but a surprising number of pages online don’t have any CTAs at all. Every piece of content on your website should be working to drive conversions and have an accompanying CTA.
For more information about resolving your site issues and turn your clicks into conversions, get in touch with a team of experts.