We often hear about the importance of website traffic. SEO and marketing companies often promise to multiply their clients’ traffic by huge amounts. But, in reality, traffic means nothing if your website users don’t turn into customers. In fact, if you are getting tons of traffic, but users are simply visiting your website and then leaving, it is something to be very alarmed about. It means that there is something wrong with your website, and this is why your conversion rate is low. Are you making one of the following mistakes?
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- You are attracting the wrong audience – Often, conversion rates suffer when you are attracting the wrong audience to your website. This occurs when you are targeting the wrong keywords, posting content on unrelated websites, and generating content that does not appeal to your target market.
- Your content is uninspiring – The importance of interesting, original, engaging and informative content cannot be ignored. Getting users to your website is one thing, but you need to keep them there, and the only way to do that is with inspiring content that encourages them to engage. Take a look at this blog post for more information on creating content that converts.
- Your website lacks consistency – Your internal CTAs and external campaigns set specific expectations, and your sign up pages and landing pages need to deliver on these expectations. Message inconsistency is a huge problem that will result in people looking for a business that is more reliable.
- You aren’t tracking current website performance – This is one of the biggest mistakes business owners make today. How are you ever going to boost the performance of your website if you don’t know how it is performing at present? With expert analytics and reporting for your small business website, you will be able to determine where you are going wrong, enabling you to make the necessary improvements that will boost your conversion rate.
- Your calls to action are vague – In simple terms, if you don’t tell your website users the steps they should take, they aren’t going to take them. You could design the best home page in the world, but if it doesn’t lead anywhere, the bounce rate is still going to be high. Your calls to action need to be clear and specific to what the user is looking for.
- You don’t use persuasive language – The chances are you are going to need to be persuasive, unless you have an offer that is completely irresistible. You need to address the problems that your target audience experience, and paint a picture of what they can expect once they have purchased your product or taken advantage of your service.
- Your product or service is ill-defined – Lastly, one of the main reasons why conversion rates are high is when a firm’s product or service is not defined effectively. You may have an incredible product or service to offer, but if you aren’t doing it justice in terms of the description, no one is going to be interested. Write the description from the customer’s perspective; think about what matters to them most.
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