Once you have launched your business online and optimized the website for various search engines so that your targeted audience can find you easily when they search for keywords related to your business, set up AdWords and invested money into ad campaigns on Google. Next is to expect traffic and conversions.
Traffic and conversions, that’s what a business wants, and we usually start with traffic at the beginning.
I agree. Traffic is great. Have you ever logged into Google Analytics on a Monday morning and found something like this waiting for you?
That is a fantastic feeling.
But when you go to your analytics sale funnel you find out that your graph of income is either same or down. At that time that fantastic feeling also goes down in the same way.
So what to do when the traffic numbers are steadily increasing, but your conversions remain relatively stagnant?
Well, like any other problem, you root out the source of the problem and fix it. In this article, I review the issues surrounding traffic and conversions, and I bet there is a strong chance your problem is listed among them.
1. Your website design may be outdated or not user-friendly:
The web world is one of the fastest changing "infrastructures" and you have to keep an eye on your competitor’s websites. If it takes your users 3 clicks to get the necessary information, consider re-constructing your content and highlighting the important pieces of information. So the first step is always to check your website design and user-friendliness.
2. You are targeting the wrong type of traffic:
Suppose you run a financial software company for small businesses. You’ve been reading all about how content is king and a high-quality blog is the way to increase targeted traffic and generate conversions.
You understand that small business owners will need an intro-level education to help them understand how your software works and why they need it. So you start a blog, focusing on intro-level financial education and providing high-quality content about the basics.
You invest in amazing guides, target relevant keywords, and after a few months, you are generating significant traffic to your blog and website. But your conversions aren’t increasing. Maybe your email subscriptions are skyrocketing, but none of this activity is turning into sales.
You do some testing and analysis and discover that instead of business owners, all your traffic is coming from students. Your keywords are attracting students to your intro guides rather than small business owners in need of financial software tools.
In order for traffic to turn into conversions, it needs to be the right type of traffic. Its need to be traffic with problems or requirements your business can answer.
If your traffic and product/service aren’t lining up, you have two options:
1. Acquire different traffic
2. Change your product/service to match your traffic
Speaking about myself, I’m a fan of the second one, because demand is always harder to generate than supply. But #2 won’t be an option for many businesses, so you might need to invest in #1.
3. No trust signals:
Unless you are a big brand, people won’t automatically trust you the second they visit your site. Before they’re willing to believe what you say and buy your products or opt for your services, they’ll check your site to see if they can actually trust you.
They’ll look for signs that indicate that you know your stuff, that you’re reliable, that you’re willing to help, that you won’t rip them off and disappear. So if you want to be successful at turning visitors into paying customers, it’s paramount that you make them feel comfortable enough to make a purchase. If there’s no sign that you can be trusted, they’ll leave your site.
4. Your offer isn’t compelling:
Small businesses are less likely to have an offer that is truly compelling. The problem typically isn’t their product or the service. They may be doing very well locally, but the problem is that, to compete online, you need something more convincing, interesting and unique. You need to identify why your product/service is too good for the customers.
If you are in a monopolistic market, you don’t need to explain why your product is better. You are the only one offering that product. But in a competitive market, you need to know exactly what makes your product/service stand out.
5. No call to action:
This is one of the most common mistakes made by business/website owners. In most cases, owners expect their visitors to figure out where to go and what to do next. They assume visitors will know that they’re supposed to go to the ‘Contact Us’ page to fill out a form. This is a big mistake!
If a visitor lands on your homepage or any other landing page and you are making them look for instructions on what to do next, don’t be amazed if they leave.
6. Is your price right?
This is often overlooked. Today the buyers/customers are very smart and well-informed, they have the resources to compare the prices offered by your competitors and if you are not competitive you are unlikely to get any sales. Do a fresh research on your competitors and look at other sites who use the same keywords as yours and see what they charge.
7. Is your conversion funnel or purchase funnel working properly?
You should always test conversion forms or purchase path is working properly or not. Also, they should be as simple and user-friendly as possible. In my own experience earlier I was getting thousands of clicks on my website, but I was not getting any conversion.
Once I started testing my website’s sale process I came across many errors. As soon I rectified those and made the website user friendly within a week we start getting conversions. So at least once or twice a month test your conversion path.
8. Have you selected converting keywords?
If your keywords are converting less check Google trends, the news and social media to see if anything is influencing the decision making process. Sometimes bad press increases traffic for the wrong reasons.
9. Sell the benefits, NOT the features
If your website is boasting how you or your offer is the best, the brightest, the number one, the most alluring, but not translating into benefits to the customer, it’ll obviously not lead to conversion.
Remember, your prospects’ favorite radio station is WII FM – “What’s in it for me?”
Regardless of what they tell you, most people make emotional as opposed to logical decisions, and this applies to buying decisions too! When you state features, they tend to sound gobbledygook to many people. You must translate features into concrete benefits.
10. Slow page load time:
The time your website takes to load may also be one of the biggest reasons why your traffic is not converting into sales. Always check your bounce rate in analytics and try to find out the reason from where user exists and why.
According to me, every business owner and webmaster should follow these few steps to increase their website conversions.