What about the conversion rate!
Definition: The conversion rate is the percentage of users who take a desired action. The archetypical example of conversion rate is the percentage of website visitors who buy something on the site. Trying to improve your website conversion rate? You have trafic but they are leaving without converting?
Why is your traffic not converting? Here are the top 4 reasons why your visitors Website not converting.
1. Build the website trust / branding trust
Most visitors look for popular brands before purchasing a product or services online. Just like any relationships, you will need to build trust between your visitors and the brand. Return customers have a certain degree of trust based on their previous experience on your website.
How about first-timers?
There are techniques on what you can do to improve your credibility. Listing customer reviews and affiliation, and including photos or videos of customers using your product will improve the trust towards your brand.
2. Guarantee or fall-back option
Have you received a parcel just to realize that it is broken and felt disappointed that there is no return policy in place? Avoid the same incident happening to your clients.
Always have a safety net for assurance, and to enhance conversion. Little things such as money back guarantee or 14 days refund policy will make a whole lot of difference and enhance conversion.
3. Testing your website contents
One thing is for sure, a creative website does not mean that it will have the highest conversion rate. That being said, visitors want your website to be filled with insightful data or information with a good value proposition. Always stay focused on what message you want to get across to your visitors on the website. Don’t overload them with information, but instead zoom into the products or services which are ‘best selling’ so you have a higher success rate.
We need to also be consistently testing the contents on our website. Best practices can be used as a guide but they are not the best solution for your business as every business is different.
Use simple words which can be easily understood, and continuously test your website contents. Now, there are many tools which can help you to test the different dimensions of your website, such as NexODN and Hotjar.
All set to increase your conversion rate? Bring it on!
4. You’re focused on design, not goals
A pretty site with the latest features can be good for appearances, but if it doesn’t help your visitors research or purchase, then it’s serving your company and not your customer. Websites have been the domain of designers and other creatives for a long time. But that’s not enough.
To compete today, you need to be laser-focused on discovering and aligning your website to the goals of your consumers. If you don’t they’ll find someone else who will. Following the latest design trends won’t get you very far. Following your customers’ goals will.
The website carousel is a great example of a popular feature which, unfortunately, the data shows to be ineffective. Popular with web designers – not popular with users:
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