At the time, having an average website was not a big problem for businesses. Websites were nothing more than a place where you could find a little information about a particular company. Today, things have changed radically.
Nowadays, websites play a crucial role in the success of a business. In most cases, they represent the first point of contact for customers, serving as a primary source of information and a virtual storefront. In other words, a website has the power to make or break a business.
Business owners know how vital a site's performance is to their potential customers and how much their expectations have increased over the years. Unfortunately, many websites fail to meet customer requirements, resulting in low conversion rates.
If you have noticed that your business website continues to have a low conversion rate despite your best efforts, you need to fix it ASAP. However, if your technical knowledge is limited, it can be difficult to pinpoint exactly where the problem lies. We hope this little guide will help you find what is wrong with your site, so you can find a suitable solution to fix the problem.
1. Too little or too much content
Have you ever accessed a site looking for information only to find that there isn't much to see? Or, conversely, come across a site that dazzles you with an overwhelming amount of information? Well, don't be like these websites.
When users visit your site, they hope to find accurate, relevant information about your business – something that can tell them who you are and what you do so they can form an opinion. If they can't find what they're looking for, there's no reason for them to waste their time on your site.
The same thing happens when there are too many things – images, text, videos, all competing for attention. People will forget why they are there in the first place, which won't do anything good for your conversion rates.
You need to provide your audience with exciting and relevant content to pique their interest and give them the answers they're looking for, but not so much that it bores or confuses them.
2. Loading takes a long time
Site speed and performance play a vital role in satisfying customers and increasing conversion rates. These days, website visitors demand fast loading times, and their expectations continue to rise. Studies show that 40% of users will leave a site if it takes more than three seconds to load. Loading times therefore have a direct impact on your conversions and your results.
Every second counts, so if your pages take forever to load, it's no surprise that your conversion rates are low. In general, the main culprits for a slow website are the number of images, large file sizes, unnecessary code or excessive use of CSS and JavaScript, so you should first check these points.
3. The site is not visually appealing.
First impressions count when you arrive on a site, and you don't get a second chance. If a user doesn't like what they see on their first visit to your site, they're unlikely to stay or return a second time. This may be the reason why your site is receiving traffic, but not converting.
Things like cluttered features, uninspired color schemes, low-quality images can detract from the visual appeal of your site and turn away potential customers. It may be time for your site to get a makeover and fix any design issues you missed. Consulting a web design agency in New York can help you identify these issues and make the necessary changes. This will give your site a better chance of attracting and converting customers.
4. It is not optimized for mobile.
Guess what can also drive customers away? Leave mobile optimization out of the equation. It is well known that the number of people using mobile devices to browse the Internet is increasing. Therefore, if your website looks great on desktop but displays poorly on mobile devices, you are simply ignoring the needs of a large portion of your customers.
Keep in mind that many other businesses have taken the time to make their websites responsive, and customers won't hesitate to look elsewhere if your site doesn't meet their expectations. Simply put, you can’t afford to have a non-responsive site these days.
5. There is no CTA
Calls to action or CTAs are essential for business sites because they guide customers through their buyer’s journey. Not including clear CTAs on your website is a huge mistake that you need to fix immediately.
It is not enough that many users visit your site. They also need to take action, whether by subscribing to your newsletter, signing up for a free trial, or purchasing your products/services. CTAs come into play to encourage users to take action and drive them further in the conversion process.
6. It’s not intuitive
The appearance of your website matters a lot, but visual appeal is worthless if it’s not coupled with usability. When visitors arrive on your site, they should easily find what they are looking for and know exactly what to do at each step, without thinking too much. This is what intuitive design is all about.
A poorly organized site with elements scattered all over the place, making navigation difficult for users, will have a low conversion rate. The key is to keep things clear and straightforward to ensure smooth, trouble-free navigation for all visitors.
There are many other things you can do to improve your website's appeal and increase your conversion rates, but the aspects we've listed above are a good place to start.