You may have a great product or service, you may have spent countless hours and dollars on your site’s design and implementation, and you may have tons of visitors to your site, but you find yourself lacking when it comes to your conversion rate. Why? Well, this question is easy, and not so easy, to answer. There are many factors that could be affecting your conversion rate. Unfortunately, many site owners and designers do not realize these issues exist until they have wasted time and money on useless methods to up their conversion numbers.
Simply put, your conversion rate is the ratio of visitors to customers. Your conversion rate can assist in allowing you to know what is working, and what is not, when it comes to your site’s layout, design, content, and usability. And if you have spent days, weeks, or even years growing and evolving your business, it can be incredibly frustrating to not see your conversion numbers go up on your site. However, by recognizing a few key factors that can be conversion issues, you may have the chance to turn this trend around.
First and foremost, recognize that there are 3 simple things your visitors need to know almost as soon as they visit your site: what you sell, why they should buy from you, and how they can buy from you. Those 3 key elements of your online presence need to be clear from the moment the visitor lands on your site. You do not want visitors searching endlessly for information, as well as pricing or purchase info. Making a visitor jump through hoops to make a purchase will almost certainly guarantee they will leave your page without making a purchase, and they probably will not be back.
Second, you need to know why conversions are not happening. By installing stat tracking software that gathers analytics data on your site, you can learn what is working and what is not. Measuring stats such as how many repeat visitors you have, as well as where customers are clicking before leaving, and how long they remain on a particular page can help you to understand why visitors are not converting. For instance, if a number of visitors stay on your products page for a very long time, then leave without making a purchase, chances are you have too many products or too much information on the page, or they may not have had a clear indication of how to purchase a product. Measuring stats is a great way to recognize potential conversion issues.
Finally, making sure you have the correct keywords for your pages is crucial to getting the right visitors. If you sell shoes, and only shoes, and yet you have keywords on your page like, “soles, laces, and shoe inserts,” people are going to find your site looking for those keywords. Once they realize you do not sell any of those products, and you only sell shoes, they are going to leave without making a purchase, and most likely will be more frustrated by the experience.