Reasons For Low Conversion Rate Of Your Website And Solutions To Fix Them
At times, small factors make a huge difference. When it comes to the success of your website, many factors are involved like the design of the website, content, navigation and search engine optimization strategies adopted. SEO works in terms of helping your website rank and just because you have a good ranking and get better exposure, you can expect more conversations through your website.
However these two scenarios might happen even if you achieve a high ranking:
- Your website does not convert enough in order to cover the cost of SEO
- You feel that your website might convert much better than it does
Why is it that your website does not convert like your expectations?
Even though your website doesn’t perform according to your hopes, it is a fact that you can make many adjustments to your website for improvising on the conversion rate. There are various reasons that are responsible if the website is not converting; these included a non-user-friendly design, long loading time and a wide range of other issues.
Here are some of the reasons for the low conversion rate of your website and easy fixes for them:
Title and Meta Description Tags are focused on SEO
The first step in terms of any organic search is paying attention to the title andMetadescription tags as they are displayed in the search engine results page. In order to convert effectively, the title of your site must contain benefits that people can expect from your website; listing features there is not a good idea. ‘Free’ is a word that often appears in the titles however instead of that you can also include a killer price, a discounted price, a nice ROI or a guarantee like ‘get your money back’. These phrases attract the reader’s attention.
When it comes to theMetadescription, use the target keyword and also use the right framing of sentence for the best results. For instance, ‘Explore our website and find the most quickest, fastest servers in the industry’ is much better than this – ‘Fast, efficient servers for all business requirements’
Your landing page copy does not engage
While discussing organic search, it is generally your home page or many important pages of your website. If the title and Meta description of your web page are explicitly good, the next task is to capture the attention of your visitors immediately in the first paragraph itself.
It is important list the strongest benefit you can offer along with using impressive language. Limit your paragraphs up to 5-7 lines and synchronize them with sub headings and bullet points accordingly. Proper utilization of the keywords is the most important thing, it should not seem like the keywords are stuffed unnecessarily; try to make it look as natural as possible. The factors like quality and user experience work better in terms of conversion in comparison to search engine optimization.
Call-To-Action must be compelling
If you encourage people to take some action, they are much likely to take it. If you have a call-to-action, it must be powerful and placed appropriately. A boring example of call-to-action is ‘We can’t wait to speak to you, call us right now!’ This line does not tell the visitors what they are going to get if they sign up with you. Now look at this – ‘In order to receive a sample widget along with FREE shipping, call us now’; isn’t this more appropriate? This shows the people what you have in store for them; they will be tempted to call right away.
Perform Test and Research
In order to find the exact factor that works for your website, it is important to test and research. What works for any other website might not work for you and vise versa. Every website is of different nature and the web changes within a short span of time so testing everything is important. Even the little things like the order of the words in the H1 tag of your landing pages can make a huge difference.
Conducting a survey
Last but not the least, one of the simplest ways to figure out why a web page is not performing well, is to ask a few questions to your users.
Create an online survey these simple questions:
1. Based on your visit today, how would you rate your site experience?
2. Which of these options best describes the purpose of your visit?
3. Were you able to complete the purpose of your visit?
4. (If yes) what do you value most about the website?
5. (If no) please let us know why you were not able to complete the purpose of your visit?
It’s not necessary that everyone would answer these questions and take the survey, but it is sure that out of 50 people, at least 10 people will take it up. This will give you a clear insight on where the website lacks and you can take the corrective actions accordingly.
Although this is not a complete list of all the factors that might affect your website, taking care of these things might surely help you in terms of boosting the conversion rate. With the right insight, you can take the right action.