5 Reasons Why Your Website Isn’t Converting

Your SEO is top notch, you’re receiving thousands of daily visitors and your bounce rate is lower than ever before, but you’re still not earning conversions such as online sales, form inquiries or calls. So what’s the problem? Your website might be exceptional in relation to certain metrics, but these outcomes could be void if you’re not achieving your bottom line.

So, are people visiting your website and not converting? Here are some common mistakes that may prevent your website from converting.

Your user experience is subpar

User experience (UX) is one of the most important aspects of a website in relation to its conversion rate. If a website has bad UX, it will most likely have a poor conversion rate. In order to optimise your website’s UX, it’s important to carefully consider your customer’s journey to conversion on your website. Is the journey simple and easy to follow? Is there a clear and concise call to action? Is it visually attractive? If you answered yes to these questions, then you’re on the right track. Your website’s design and navigation should be carefully constructed with your customer’s conversion journey in mind. Consider the user’s visual journey from the landing page through to conversion, being careful not to distract the user with too many bells and whistles.

You’re targeting the wrong people

In order to drive a successful conversion rate, it is vital that through your marketing and advertising efforts you are drawing the right people to your website. Every aspect of your website should be tailored towards your specific target audience. From design features to language and content, keep your audience in mind to improve the likelihood of them converting. Utilising user insights from your website and other brand platforms is the best way to get to know your audience better so that you can tailor your website to them.

Your website isn’t optimised for mobile

Smartphones have quickly become the most important device in our everyday lives. So much so that over 50 percent of smartphone users reach for their smartphones immediately after waking up. More people are conducting internet searches from their mobile phones than ever before, meaning there is a high possibility that the traffic entering your website is coming from smartphone devices. Optimising your website for mobile isn’t achieved simply by creating a responsive web design. UX, design and navigation should be carefully thought out for your mobile website as much as, if not more than for your desktop website.

There is no clear call to action on your landing pages

It may seem obvious, but the absence of a clear call to action will undoubtedly kill your conversion rate. Although your call to action should be clear and concise, be wary of annoying your users. Your call to action should be positioned in a way that gives your customers the option to click when they would like to, in their own time. It shouldn’t obstruct their journey. Rather, it should be available along the user journey.

Your website’s load time is too slow

Website load time is a feature that is too often overlooked – it can drive users away from your website before they even get the chance to see your call to action. 57 percent of mobile internet users will leave your website because of poor load time. When it comes to your website’s load time every second counts. A load time of over 4 seconds can put you at risk of serious customer dissatisfaction and abandonment.

To achieve the best conversion results, it’s important to track your website’s successes and failures and make adjustments when and where necessary. Data is your conversion rate’s best friend, so make sure to monitor your user insights and track the points at which your website users are exiting the conversion funnel. This will help you to better optimise your website for conversion.

If you would like to optimise your website’s conversion rate, talk to an expert at Flight Digital.