Small businesses owners tend to ask this: “I’m doing online ads, I engage with my customers and get a lot of likes, shares or comments on social media. But, why do I have a website with low conversion?”
Conversion is when an online user completes the desired action (e.g. purchase, download, etc.) Earning audience traffic isn’t enough, it’s about creating valuable content and user experience that will get them to engage and convert.
Why does your website have a low conversion? Here are 3 reasons why.
1. Your website doesn’t make a good first impression.
Do these common mistakes sounds familiar?
A. Visually cohesive content for social media accounts and attention-grabbing online ads but not good-looking user interface and design
B. Dominant on paid search and online ads, but inactive social media accounts + slow website loading speed
Online users all want a seamless experience, from the time they discover about your brand until they decide to purchase a product or service from you. It’s extremely important that your website:
- Contains all the information about what your business offers, which usually includes detailed product descriptions. Do keep in mind though that a text-heavy website can also intimidate an online visitor, so keep the words as simple yet concise as possible.
- Must be easy to navigate and has good filtering and searching features so that users will be able to find the most popular items that you’re selling. One thing that consumers don’t like when buying products online is its difficulty to be found. Always make it a priority to consistently describe your products exactly as how competitors describe theirs (in case of same product names or features, that is.)
- Should look visually simple yet compelling. A good website does not confuse online visitors by redirecting them to so many links which can also lead to high bounce rate. Make sure that you check your website’s homepage and landing page regularly.
2. You’re guessing what to do next instead of tracking the metrics.
The function of analytics is to create a comprehensively projected, long-term digital marketing strategy more convenient and trackable.
In most cases, businesses fail to look at their data and formulate their next marketing tactic. That’s why most of them just keep going through unnecessary volumes of content that does not appeal to their target audience.
The secret here is clearly figuring out what your goal is. Do you want to focus on traffic and impressions? Acquire a new audience? Target high conversions? From there on, start creating a detailed plan on what marketing tactics and important metrics should
3. You did not test your website before launching it.
Split testing your website is extremely essential when it comes to conversion optimization because it helps you figure out certain loopholes which you can improve.
Before launching your website’s final look, the best practice is to split test your landing pages, product pages, offers and CTAs in order to find out which is more convenient for your audience.
For example, check out Neil Patel’s “A Beginner’s Guide to A/B Testing” here.