If you’re not getting the leads or sales you were expecting from your website you’ve come to the right place!
We’ve put together a handy guide of the most common reasons website visits do not convert to leads or sales. We have also included a checklist you can download with actionable steps to implement for your business to start improving website conversion.
It’s a common myth that all you need to do to make sales online is to run some Facebook ads, Google ads, or hire an SEO company and wait for the money to come in. The truth is, that’s only half the battle. Once visitors are coming to your website, if it’s not optimised for conversion, you are most likely wasting your money on driving traffic to the site.
This 9 step guide is designed so that you can conduct an audit of your website to:
- Look for problems that are preventing visitors from converting
- Provide solutions or action steps you can take to resolve the issue.
- Work with the checklist to tick things off as you go (for the checklist, see download link at the end of this article)
1. Do you have a lead magnet?
A lead magnet is a piece of content that is valuable to your client that you offer up for free in exchange for their contact details. The content can be anything from a checklist, video, online course etc, but It needs to be both relevant and valuable to your target market.
There are a number of benefits to doing this:
Firstly not all visitors that arrive at your site are ready to buy. Rather than letting them leave the site after browsing, offer them something of value to capture their details and start them on a nurture email sequence. This way you are top of mind when they are ready to purchase.
Secondly, by regularly providing quality content that is relevant and valuable to your target market, this positions you as an expert and helps build trust. They will then be more likely to buy from you when they’re ready.
Finally, if you’re using a CRM for you email sequence to track your customers actions (eg Active Campaign, Mailchimp, Infusionsoft) you can see which pages they have viewed on your website and which emails they have opened which gives you valuable information about what they need and when they might be ready to buy.
Create a piece of content that your target market will love for your website, . Then include a form the potential customer needs to complete with their email address so they can receive the download of the content.
2. Is your CTA above the fold?
It’s important that your key Call To Action (CTA) is on a prominent place on your page. If a visitor has to scroll to find it, they might miss it all together?
Look at your website on each common device: a desktop, tablet and mobile. Make sure all the CTA’s are prominent and easy to click. If they are not, we recommend that you get the placement adjusted. Note you may need a developer to help you with this.
3. Is you CTA Compelling?
Does your CTA stand out as the obvious next step for the potential customer? Does the CTA message set the expectation for the customer about what will come next when they take action? If not, your call to action might not be obvious enough to compel the visitor to take action. Making the CTA stand out with a clear message of the action you want the user to take will significantly improve your chance of conversion.
Making the CTA standout: Try making the CTA a different colour than the rest of the site to make it stand out from the rest of the page.
Message: Try changing the text on the button to be more specific. For example ‘start free trial’, ‘download now’, ‘Contact Us’. Test a few different versions to see what resonates with your customers.
Here is some examples of good CTA’s for inspiration:
4. Is your website mobile responsive?
Mobile web searches now outnumber searches from desktops. If your website is not optimised for mobile devices, then chances are, the people finding your site from a mobile search are going to leave and look elsewhere for the product or service you are offering. Google is also now penalising search rankings for non mobile friendly websites.
Test your site on mobile and tablet devices. Does the site resize to fit the screen and adjust the size of the text to remain readable? If not it’s definitely time for an upgrade.
5. Is your website too slow?
40% of website users leave a site if it takes more than 3 sec to load (source: kissmetrics). So if the page you are driving visitors to is loading slowly, it will negatively impact your conversion rate.
Click here to run a speedtest on your website using this website speed test tool.
One thing you can do yourself is make sure all you images are optimised for web. Images are one of the main culprits to slow page load speed, so it’s important that they are not to large.
You can compress the images on your page using this compression tool
If you have a WordPress site, Ewww Image Optimiser optimises all the images on your site and also any that you add to the media library.
If you have optimised your images and your site is still running too slow, contact you web developer or hosting company and find out what you can do to optimise your website’s speed
6. Does your business look trustworthy?
First time visitors to your site might not know a lot about your company, so they will be looking for cues that will validate you as a reputable business. Social proof in the form of testimonials, case studies and reviews from happy clients help build trust with potential clients and create a real boost to conversion.
If you don’t have any testimonials or case studies, make a list of clients you know are happy with your service and email them to ask for a testimonial. You could also ask them to write a google or facebook review. For the clients that have provided you with a testimonial, you can also create a case study highlighting the work you did for the client and the specific problem you solved for them. Make sure you include the testimonial to validate the case study.
For more tips on making your business appear more trustworthy online check out Does my business look untrustworthy unprofessional online?
7. Have you tested all your forms and downloads?
This a super simple step that we have seen many businesses miss. It’s important to regularly test that all forms are working and if you’re offering pieces of content via download, that the downloads are working. Imagine spending money on digital advertising to drive traffic to your site only to find out your form is not working!
Test all form and downloads on your site at least once a month. We recommend you create a recurring calendar task to make sure you don’t forget. You should also check all links before launching a new marketing campaigns and also after making any changes at all to the site.
8. Are your images relevant and professional looking?
Do the images on your website portray your brand in the most positive light? Are they relevant to both your product/service and your target market? If the images on your site are not a good representative of your brand, than they might be turning your visitors away. For eCommerce sites this is even more important for your product images.
Review the images on your website and make note of the ones that need updating. Also ask friends and family to review your site and give you feedback on the images. You can update images using fresh professional stock images or hire a photographer to take some fresh photos. If you are a reseller, ask your suppliers if the have better product images.
9. Are you tracking your site visitors?
If you are not tracking how your site visitors are interacting with your site, you might be missing valuable clues as to why your website is not converting. The good news is, there are a number of free tools you can use to track how visitors are using your site.
Google analytics is the standard and you can track based on goals but it can also be complicated for those that are not technologically inclined. Click here to get Google Analytics.
If data makes your head spin and you want an easy user friendly version, Hotjar is great as it records short videos of what users do on your site. It is also free for up to 2000 page visits. Click here to install Hotjar.
Actioning these steps may sound like a big undertaking, so we’ve made it simple with our Free Website Conversion Checklist. If your serious about making more sales from your website down load the checklist and get started!
Fixing your conversion rate is easier when you can just work through the list weekly and ‘check the boxes’ which is exactly how our checklist can help you.
Still Need Help?
If you need a hand with any of these steps or still confused about where to start, we are happy to help. Click here to book a call