The task of businesses and bloggers isn’t just to get people to their websites. It’s to make them do something that they want them to do when they get there, like buy a product, sign up for a free trial or become a member of a mailing list.
The problem for many website owners, particularly businesses, is that this process of conversion isn’t optimized. They’re often very good at getting traffic to their site, but once the traffic arrives, it doesn’t deliver the level of sales they expect.
Fortunately, there is something called conversion optimization: a set of tools that businesses can use to reduce their bounce rate and get more people buying from them. Of course, investing in those tools can be expensive, but the ROIs are worth it, especially if your current conversion performance is poor.
Not sure whether you should be investing in conversion optimization? Check out these 7 signs you should.
Your Overall Conversion Rate Is Below 5 Percent
If you’re selling to less than one in twenty people who visit your website, it’s a sure sign that there’s something wrong with your processes. Getting people to your site is expensive, whether you’re doing it through PPC or through content creation. And so 19 people walking out on you for every 20 that walk in is a valuable missed opportunity.
Although some businesses, especially B2B businesses can sometimes struggle to get over 5 percent, for many, there’s no excuse. Your poor conversion performance is likely entirely down to a badly optimized website.
You’re Not Getting Any Shares
Social media sharing is becoming increasingly important for SEO. Companies like Google are favorably weighting content with a lot of shares in their search results because many shares indicate that content has high value to users. If your content isn’t getting any shares, then it’s not going to rank highly and the time spent creating it is wasted.
In order to generate a loyal customer base, shares are essential. When a client shares your content with another user, they become brand advocates, effectively selling your product to their peers.
Research shows that people are far more likely to trust their peers than your own marketing material, meaning that content sharing is a crucial part of your conversion strategy.
The whole idea of creating content is to get people talking about it. If they’re not talking about it, then perhaps it needs a rethink.
Your Website Is Heavy On Information, Light On Interest
So you’ve got a detailed product page? Great. But it’s not really the detail that counts. In today’s “everything instantly” culture, people don’t want to have to trawl through paragraph after paragraph of font size 10 block text to find out information on a product.
They want to be able to skim the details, figure out whether it’s something that could help them and click buy. If you don’t give users the relevant information they need up front, you’ll lose buyers, and your conversion rate will tank.
Nobody wants to spend time reading through small print, trying to figure out whether a particular product’s specifications are suitable for their application, so streamline your approach.
Your Bounce Rate Is Sky High
Another common problem is a high “bounce rate” – usually 40 percent or more. The bounce rate is the rate at which people arrive at your website, see the content, and then immediately click back out again to search results.
A 50 percent bounce rate means that one in every two people coming to your site see your content, figure out you have nothing to offer them and leave.
A high bounce rate is a big problem, but it could be the result of many things. The first thing to figure out is whether the people coming to your site are the people who actually want to buy your product. If your marketing channels are funneling people to your site who want to buy diamond rings but you only sell wholesale diamonds, then no wonder people aren’t sticking around!
Getting the wrong traffic is a big problem because it means that you’re spending your advertising dollars in the wrong places.
If your high bounce rate isn’t caused by the wrong traffic, then it probably has something to do with your site itself. Perhaps visitors don’t like the layout or they can’t immediately find what they’re looking for. Maybe your site is too slow, and users are finding it frustrating. Whatever it is, this is something you need to investigate more thoroughly.
You’ve Not Updated Your Website For 6 Months
In the world of the internet, user experience expectations change on a monthly basis. Because of this, it’s essential that businesses keep their websites up to date to cater for the higher expectations of visitors. Use A/B testing regularly to see whether changes to your site result in higher conversions.
Your Competitors Are Making Money, But You Aren’t
Nothing is more annoying than watching somebody else get rich when you know you’ve got a better product. But sometimes this is what happens. Often the difference between a successful company and one that’s struggling isn’t their actual products, but their ability to convert online customers.
Take a look at what your competition is doing to win business. Do they offer a free trial on their site? Are they handing out freebies? Is their web design better than yours? Do they have a carefully crafted conversion funnel?
Snoop around and find out what they’re doing that you’re not. Then, give your product a chance to shine.
You’ve Got Big Ambitions
The market for any product is only so big. After all, there isn’t an infinite amount of money sloshing about in the world. Most run-of-the-mill companies make do with limited markets, but if you want enormous success, you need to do more than the average business.
Perhaps the clearest sign, therefore, that you need to invest in conversion optimization is your own ambition.
A better conversion strategy will lead to more customers and an expanded market share. If you want to be a high roller, your website conversion strategy should be at the top of your list of priorities.