Why Your Visitors Aren't Converting
If you have a website that isn’t bringing you customers, it may be time to rethink your online strategy. After all, your website really should serve a purpose of building your customer base. So, if website visitors aren't turning into customers, you need to find out why.
There are several reasons why you may not be getting customers from your website. This blog post will cover five common reasons.
- Your website doesn't look professional. Your website is your first impression on the web so it needs to look great. Outdated or broken websites will tell visitors that you are the wrong company to work with. Whether you work at an international business or a local coffee shop, visitors who reach your website should know that they are in the right place. An outdated site tells visitors that you just don’t care; a broken website will give visitors the idea that you’re no longer in business. Taking care of this issue will go a long way toward increasing conversions.
- Your website has no goal. When planning a website it’s important to think about what you want visitors to do when they get to it. Make sure that your navigation is clear and your content is understandable. If your website has a clear goal your design should show it; visitors will notice and follow the cues.
- Your website is confusing. Everyone loves a really interesting website, but it is possible to have too many points of interest. If your website shines and shimmers like Las Vegas, you may need to tone down some of the flash. You want to impress your visitors but not scare them away. If you have more than one call to action on a web page you may be trying to pull visitors' attention in too many directions. Web visitors are easily distracted. If they have to think for more than three seconds about what to do on your website they will likely just leave.
- Your website has no contact form. Not every visitor will want to fill out a form on your website, but not every visitor will want to call you either. It’s important to have a variety of ways for visitors to get in touch with you. Some people like to call, some like to email, and some like to fill out contact forms. If you don't provide all of these options you're making it harder for a certain group of people to get in touch and that can hinder the effectiveness of your website.
- You're not listening to your visitors. Visitors to your website have a lot of information to share with you. Some information, such as how they found your site and what pages on your site were most interesting to them can be discovered using web analytics software such as the freely available Google Analytics. Other information such as what services they are looking for and how they like to be contacted can be acquired by getting your visitors to fill out a contact form. If you know who your customer is, you can make your business better by catering your site to them. So, use the tools available to get information from your visitors and then use that information to improve your business.
We have covered five reasons why your website may not be converting your visitors into customers. I encourage you to consider how you can improve your site's performance in these five areas. If you have questions or other tips to share, please leave them in the comments below.
Posted on Tue, January 17, 2012
by Stacey Clermont filed under