Why My Website Is Not Converting Visitors Into Customers

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Whether you are a small local shop, start-up, medium sized business operating nationally or a high street retailer with an international chain of stores, increasing your conversion rate is always one of the main objectives of your online marketing strategy. 

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Your website might have a poor conversion rate since its launch, or due to a change in behaviour of your customers you are losing customers. Your competitors could be doing more or the market has changed. Your products or services are not changing with the times or your website is not supporting your products or services. There are many reasons associated with poor conversion rate.

 

We have outlined below some of the main reasons why your website conversion rate is poor. Understanding the most common issues related to low conversion rate can help you improve your website conversion rate even more.  Remember, every little change that you make to your website to improve your conversion rate will be a step closer to success. Sometimes things do not improve by changing just one thing; you have to change multiple things to see the real impact.

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Top Reasons Why Your Website Isn’t Converting:

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• Your website focuses on appearance but doesn’t help customers with their purchase.

• Your website is not well optimised with SEO and you are not appearing on the top pages of major search engines for your most important business relevant keywords.

• You either do not have any Call to Action or they are not placed in appropriate locations within your website. CTA encourages your customers to buy your products or services.

• Your webpages are overloaded with products and information and confuse consumers.

• Your website navigation structure is not clear and is confusing your customers.

• Your products/services are not well defined on your website in comparison to your competitors.

• Your business proposition is not clear.

• You are not providing any guarantees, money back guarantees or item return promises.

• You are targeting the wrong audience; relevant traffic is always more important than the amount of traffic.

• Your website takes too long to load and your products, services or webpages are not loading fast.

• Your website design is cheap & outdated, not up-to-date with modern trends and technology.

• Your key messages are not bold and highlighted properly and are lost within your website information.

• Your website is not mobile or Smartphone friendly. The majority of searches are performed on smart devices these day and customers are leaving your website when they find it difficult to use.

• Your unique selling point (USP) is not clear and visible.

• Your contact forms are messy and lengthy and ask too much information from your customers.

• You are not analysing your website results and activity properly.

• Your website doesn’t provide filters such as price low to high, product rating, product relevance.

• Your promises to your customers are over the top and are making your customers suspicious instead of convincing them.

• Your website content is boring and is not engaging your audience well.

• Not having the https:// secure protocol can also affect your conversion rate as consumers look for security and privacy when they surf the web.

• Your checkout process is complex and is asking too much information. Nowadays consumers like fast checkout, with even major online retailers letting customers checkout as a guest and asking little information such as email and bank details only.

• You are not using social media to connect with your customers such as Twitter & Facebook.

• Your webpages are heavily branded and your customers are unable to perform a simple search and purchase within your website.

• Your business branding is too cheap and irrelevant and doesn’t relate to your products or services.

• You are not using online chat; your customers have quick questions and they are unable to find answers on your website and leave your website without purchasing.

• Your website is not communicating well with your customers; they get frustrated and move to another website.

• You are not conducting customer surveys.

• Your website images are irrelevant, boring or are too many in number and are misleading.

• You are not using adwords to promote your products or services for quick results.

• You are charging your customers for shipping. Most consumers like free shipping options when purchasing online.

• Your website doesn’t provide safe purchase information such as informing them that your business is accredited, protected with Norton or McAfee antivirus, uses a trusted commerce platform, or that payment is secured by a certain payment system.

• Your competitors are offering the same service at lower prices than you.

•  Your customers do not understand your services and information is misleading or complex.

• Too little information about your products or services on your website.

• Your pricing structure is confusing.

• Your customer service is poor, your contact information is difficult to find and customers lose confidence when they do not understand where the business is located.

• You are not answering customers’ most common questions using FAQ answers sections.

• You have no reviews from your existing customers on your website or other review websites.

• You are presenting too many choices to your customers with your products and services.

• You are not showing your customers that your products or services are good value for money.

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You can certainly attract traffic to your website using professional search engine optimisation, link building, social media marketing or content writing services but converting that traffic into sales always remains a challenge for most businesses. If you have tried everything and your website is still not converting customers into sales then it would be advisable to get the opinion of marketing experts to explore further possibilities.

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