High Traffic, Low Conversions? Here’s How To Fix It
Stephen McCance April 5, 2019
Low conversion rates can be extremely frustrating. Especially when you’re seeing a high volume of traffic coming to your site. Fortunately, most of the time it can be down to the user experience – something you have a lot of control over. If you want to see a real change, then you’ve got to take action.
What Causes Low Conversion Rates?
With many businesses, finding out what’s causing low conversion rates may be a case of investigation. For some, it can be useful to analyse competitors. If they’re getting more conversions, then it may be a good idea to see why this may be. What are they doing differently to you that is having a positive impact? And can you replicate this with your own site?
Additionally, looking into the stages of the user journey to your site may also give you an idea as to why they might not follow through with a purchase. Perhaps it’s difficult to navigate, or maybe they find the payment system too confusing. With this in mind, here’s how to fix common problems that may be leading to low conversions – even when you’ve got high traffic coming into your site.
How to Fix Them
Easier to Navigate Site
A great deal of encouraging users to finally make that purchase is to do with the UX (user experience). Low conversion rates may be a telling sign that your site is difficult for users to navigate. They may find it confusing if there’s too much information with a poor layout. For example, if you’re an e-commerce business, you should have enough clear drop down sections for the user to navigate their way to the products they’re looking for. Having sections that are too general may put users off having to sift their way through it. Like a section named ‘Going Out Tops’ instead of just ‘Tops’, for instance.
What led the user to your site? Was it a promotional code to use for a discount? Or maybe you were advertising new products that have just been released. If you’ve presented this information incorrectly, or you’ve sent them to an irrelevant landing page – they’ll soon click away. Communication is essential in any marketing campaign. Having simple and concise information is crucial when communicating with your audience.
Make Calls to Action Clearer
When you entice a user onto your site with an offer, you should have a clear call to action. Think about it from the users perspective, what do you think will entice them to click? Maybe you have a sticky bar on your website advertising a specific offer. You need to ensure your headline matches your call to action. The clickable element needs to read something like ‘download now’ or ‘retrieve offer’ if you’re specifically advertising a discount.
The Landing Pages Could Be More Attractive
The main goal for a landing page is to convert your site visitors into customers. If your landing page features too many confusing elements or excessive content – the user may go elsewhere. Concentrate solely on visuals and less on text. Remove any elements on your landing page that don’t specifically contribute to conversions, such as social media buttons, maps, sidebars and other irrelevant information.
Use Less Pop-ups
Pop-ups and sticky bars are seen as somewhat controversial, but as we’ve discussed in previous blog posts, they can still be beneficial for a business. When used in the right way, they can convert users who visit your site. A good popup should incorporate engaging visuals as well as a tempting offer. The timing of the popup is crucial, if users encounter one as soon as they enter your site – they might click away. Similarly, if you’ve got too many popups, this can also be discouraging.
Making the Pages Mobile-Friendly
Low conversion rates can also be linked to your site not being compatible with mobile phones. If the pages aren’t mobile-friendly then it’s difficult for users to scroll through the site, and sometimes clickable elements aren’t always accessible. You can test just how mobile-friendly your site is using this Google tool.
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