Why Your Website Isn’t Converting The Customers You Need
Websites are the way of the modern world, you guys. All businesses need one or how else would you show off your foxy product or service and market it to the masses? In the information era where we seek answers instantly at the touch of our fingertips, a website is one of your best investments and potentially your hardest working employee. But if it’s not getting you new leads or clients, it’s important to work out why your website isn’t converting. And fix it for your future business success.
You may have created a site that’s a visual masterpiece, but if it isn’t doing its job then what’s the point? It may be stylish and sexy, and that’s great! But this isn’t a Tinder profile. While good looks and first impressions count, it needs more substance behind the scenes to really spark the interest of your potential consumer and convert them into loyal customers.
If your website looks good on the surface but isn’t producing the results you need, there could be several reasons why. We’ve outlined some possible explanations and what you can do today to start seeing the results you need, sooner.
This Is Why Your Website Isn’t Converting The Customers You Need
MAKE IT MOBILE-FRIENDLY
If your website isn’t mobile-friendly then SEND YOURSELF STRAIGHT TO WEBSITE JAIL. Do not pass go. Do not collect 200 dollars. You are in the naughty corner of the internet where you belong. Look, we’re not angry. Just disappointed.
The fact is, mobile devices are used more than traditional computers to access the internet nowadays. Smartphones have as many features and capabilities as a laptop or desktop computer but in a much more convenient, pocket-sized design.
You only have to look up to notice that everyone around you has their nose buried in a smartphone a̶v̶o̶i̶d̶i̶n̶g̶ ̶o̶t̶h̶e̶r̶ ̶h̶u̶m̶a̶n̶ ̶i̶n̶t̶e̶r̶a̶c̶t̶i̶o̶n̶ ̶ seeking information online. If you’re not optimising your site to make it mobile-friendly, you’re missing out on a truckload of potential customers. You’re also damaging your online visibility chances, since the Google Gods favour mobile-friendly sites and rank them accordingly. Basically, this one element is a major factor on why your website isn’t converting you the new clients you need.
If you haven’t started with a mobile-friendly responsive design you do have options available. The most popular website content management systems (CMS) like WordPress or Drupal offer plugins that will add a mobile-friendly experience to your current site. Google your CMS + ‘mobile plugin’ to see what will work best for you.
In many cases, you might be better off spending the time starting again with a new responsive design template to help simplify your life in the future.
YOUR SITE IS TOO SLOW
You may have heard that for every three seconds it takes for a page to load a unicorn dies. OK, not really, but 53 percent of users will leave your site in search of something more instantly gratifying. Three seconds isn’t exactly a long time in the grand scheme of things, but hey! Don’t hate the impatient player, hate the game we’re accustomed too.
When users are preconditioned for quick loading times on other sites, they’re going to have the same expectations when they get to yours. It’s all about the user experience and being able to navigate around your site quickly to get answers easily. Google also takes into account your site speed as a ranking factor so this could be detrimental to your SEO strategy as well (those damn Google Gods again!).
Firstly, check your image sizes. Many images are huuuuuge. If you haven’t resized and compressed them for the web, they’ll definitely be slowing down your page speed. Look into your web hosting and whether it has been configured correctly as this can hurt loading speeds. And make you’re only using high-quality plugins. Poorly coded plugins also have a negative impact.
Review the elements on each page, like images, style sheets, scripts, flash etc. The larger these are, the longer it’ll take to load them. By minimising the number of elements, using CSS instead of images, combining multiple sheets into one, and reducing your scripts and relocating them to the bottom of the page, you should be able to decrease your page loading times.
MAKE YOUR USP’S CLEAR
We know your business is super wicked and totally better than all your competitors. And you’ve developed your unique selling proposition (USP) that proves it. Let’s face it though, us humans are a fickle bunch, and we need things to wow us instantly or you’ve probably lost us in favour of a Youtube video of fainting goats (just me?).
Your USPs on your website need to stand out and be immediately clear to really gain attention. In the prime real estate of your website above the fold, list the benefits of your product or service, how they will solve your consumer’s problems and why you’re the best person to do it.
Show samples and examples of why you’re different and better than your competitors without mentioning who they are. Make a clear promise at the end, concluding the previous steps into one concise statement that highlights what your company can do for your customer.
CREATE A COMPELLING CALL TO ACTION
Your website needs a strategic call to action (CTA) to direct your customers on just how to respond to you. Every site needs them, on every single page. You may be leading them to a ‘buy’ or ‘add to cart’ button, an information gathering form, a subscription or newsletter sign-up, a ‘read more’, ‘try it now’ or social media share button. If you’re struggling to convert the traffic that’s coming to your site, your CTA (or lack thereof) might be playing a massive part in this.
An effective CTA has a combination of copy that is convincing and encourages urgency, and eye catching design that makes it stand out from the rest of the content.
Create a CTA with encouraging language like ‘discover’ or ‘explore’. Show limited supply – people hate missing out. Think about the size, colour and space you use. Try using alternative colours, shading or gradients that stand out. Place it in a space that demands attention. Always test your CTA with AB testing and choose the winner that’s getting the results you need.
YOU’RE NOT USING GOOGLE ANALYTICS EFFECTIVELY
Your lack of converting customers could simply come down to the way you’re utilising Google Analytics. There’s a wealth of information just waiting for you that delves deeper than pageviews or website traffics. Google Analytics have amazing capabilities. In most cases, it’s simply a matter of tailoring them to provide the information you require in an easy to understand way.
You’ve most likely created goals in your GA so you can see whether people are responding to CTAs, but you can also set up funnels that’ll show you what’s happening at each step of the process towards that goal.
By creating funnels from your goals in Google Analytics you will be able to determine what steps are causing confusion in the buyer’s journey, if the language or copy is affecting emotional behaviour during checkout or sign-up, and whether there are technical setbacks causing a disconnect.
GA provides free sources like the Analytics Academy to help you with all your analytics needs here. Also, Kissmetrics have created an excellent blog on funnels here as well.
If you’re still not converting the customers you need, perhaps it’s time to get in touch with our Fox den. Let our eager team of many experts see how we can foxify your website and get you smashing your business goals sooner. Find out more here!