Putting a great deal of time and effort into your website can lead to nothing but stress and frustration when the phone isn’t ringing and there are no leads coming in. A savvy business owner may start digging through the site, the design, the images and even the website copywriting to try to locate the cause of the failure in conversion.
And they may not find it.
The truth is, without analytics to review, it’s nearly impossible to find out where the issue might be. When you have analytics installed on your site you can drill down through reports on your top performing landing pages, the flow of traffic through your site, see the most popular links, learn what keywords people are using to find you and more. All that data can create a big red flag for you to help you pinpoint the problem.
Here are some of the biggest points where conversion goes out the window and your customers are flung from your sales funnel like they stepped into a catapult.
Too Many Clicks
This happens all too often and it’s such an easier correction. You need to make it easy for your visitors to find what they want, but the item, contact you, etc. To find the solution, it should be no more than 3 clicks. Not only will you have a hard time getting deeper pages indexed by the search engines, but people don’t want to play hide and seek in your website. They’ll bail and find another site.
Poor Navigation Design
Navigation should be up front, easy to read, and obvious when it comes to which links go where. If you make it hard to locate navigation, design it in strange ways, or use unusual words for obvious service and contact pages or categories then you only end up frustrating your target audience.
Heat mapping has consistently shown us that people read in an “F” pattern. If you try for a strange, unique design you could wind up with extremely high bounce rates. Put the most important information, including navigation and calls to action, within this F pattern when possible. You’ll see a significant increase in conversion rates in most cases.
If your site talks more about you and less about the visitor and their problem, then you’re not engaging your audience – you’re just talking at them. They don’t care about you, or your products and services. All they care about it their problem and finding a solution. Your content needs to clearly communicate the benefits of your product or service, how it can act as a solution, and how they can get it.
The very first opportunity for conversion is the search results. If you have lazy, keyword stuffed titles then people may not even click through to your site. Well-written and engaging titles and page descriptions can guarantee a massive increase in traffic to your site, where you immediately snag the interest of your audience.
Stop leaving money on the table and losing customers to your competitors. Contact us today and let us help you maximize your conversion rates and turn your website into a powerful sales rep fro your business 24/7.