Many website owners obsess about increasing traffic to their sites, in the hope of eventually getting visitors to perform some desired action or make a purchase.
In going about to generate traffic, site owners invest heavily in strategies such as social media marketing and SEO. While these strategies get you more visitors/traffic, they do not naturally translate to more sales or actions taken.
The process of converting visitors into buying your service or carrying out the desired action on your website is called conversion. This, in fact, determines the profitability of your online business. In essence, conversion is the act and art of making your visitors into customers or converting traffic into sales.
Conversion rate refers to the proportion of percentage of your site visitors who eventually perform the desired action on your website.
Optimizing or increasing your conversion rate involves some factors and principles. This article focuses on some common conversion mistakes site owners make and ways of fixing them.
Mistake 1: When your site takes forever to load
Your site is properly one of hundreds or thousands of competing for the attention of potential customers who have short attention spans. A page which loads slowly (with a slow loading time), kills your opportunity for visitors to see your website. A quick loading time makes for a pleasant user experience, which significantly boosts your chances of ramping up your conversion rate.
It has been shown that you lose up to 40% of your visitors abandon the site if the page takes more than three secs to load.
Solution: optimize your page loading time
Having your website optimized for all devices decreases your page loading time. Ensuring links are functioning correctly and your website correctly loads is essential.
-cut down on excess graphics and optimize images that you have to use.
-cut down on unnecessary bloatware that bogs down your site.
Mistake 2: Making a wrong first impression
With a majority of website visitors, you only have one chance at making a first impression. Blow it, and watch your conversion rate head south on no time. A Google research found that Web users formed an opinion of your site in under a second.
Solution: keep it simple and stylish
Having a catchy, trendy and simple design layout can make all the difference. Choose colors which reflect your brand, be consistent with your fonts, spacing rules, typefaces, etc. Simple is classy and classy makes an excellent first impression. Make your site easy on the eyes.
Mistake 3: Unclear and confusing Call to action (CTA)
A website is designed to communicate a specific message, make a sales pitch with the intent of converting visitors into customers, etc. This should inform how the site is designed and how buttons are placed and icons distributed.
Solution: Make your CTA clear
A good strategy to go about this is the K.I.S.S strategy – Keep it simple and straightforward. Visitors should not struggle to know your CTA or find it tedious navigating your site.
Mistake 4: Having too many features
Your website should not be designed to cater for everyone. Your customers and visitors are your focal point. Packaging your product to please anyone is an unwise trade-off for increased conversion rates.
Solution: Know your target market
Be deliberate about your potential niche customers and target your product packaging for them. Focus your effort and resources on meeting the needs of this niche audience.
Mistake 5: Increasing distractions at Point of Purchase
The point of purchase is a sacred area where you’re supposed to make your visitors less distracted and more focused on the current job. Many Web designers make this mistake of having too many distracting offers and features at the P.O.P area. These distractions come in the form of featured products, special offers, related services or products.
Solution: keep your P. O. P area free of distractions
If you must include other options, they should come below this area.
Mistake 6: Unclear/Ambiguous checkout process
Making your checkout process a seamless activity is one of the best ways of increasing your conversion rate. Confusing checkout processes sometimes result from configuration problems.
Solution: Ensure the checkout process is simple and easy.
-reduce the multiple layers/steps involved
-cut down on restrictive requirements which include coercing visitors to create accounts etc.
Mistake 7: Poor image selection
A picture they say is worth more than a thousand words. Using the right image, with the right quality, enhances your site appeal and communicates your CTA easier and with fewer words. Thus has a way of boosting your website conversion rate.
Solution: use eye-catching photos
Use beautiful photos. Many sites offer free stock photos such as Pic Jumbo, Unsplash, and Negative space.
Mistake 8: lack of CTAs on non-converting content pages
Every page on your website should have your CTA button easily accessible, even your blog or About Us page. Failure to do this creates a navigation nightmare for your visitors and potential customers with the risk of losing them.
Solution: Include a CTA button on every single page. Your CTA is the purpose why the site exists in the first place, so why shy away from it.
Mistake 9: Neglecting Optimizing for mobile
Increasingly, visitors are using their smartphones to make purchases and carry out other online activities. In fact, mobile users outstripped traditional desktop computer users in 2014. It is marketing suicide to neglect mobile optimization for your website.
Solution: make your mobile strategy a priority
Spend time and effort to optimize your site for mobile devices and then expand to desktop interfaces. People are always with their gadgets and are more likely to access your site via their mobile devices.
Mistake 10: Poor navigation system
Getting around or navigating your site should be easy and pleasurable. The less frustrated visitors are, the more likely they are to stay longer on your site and eventually take the desired action. Keep the language simple and navigation easy.
Solution: Keep it simple
You’re almost never going to get it wrong when you keep it simple and straightforward. Keep only essential buttons or info. Keep menus clean and simple. Use simple wording.
The process of conversion optimization will always be a work in progress. Avoiding the listed mistakes will make it easier for you and increase your conversion rate. They also help save time an resources while improving efficiency. Try them out.