Why Your Website Visitors Aren’t Converting

So, you paid all this money and spent all this time getting your new website to look absolutely awesome. You’ve improved the look and feel and are excited for potential customers to see your new look. You send out a press release and new advertisements, visitors are coming in droves. Everything seems great, but the elephant in the room still exists. Why aren’t your visitors converting into customers? What is causing visitors to leave your site so quickly? Converting your website visitors into customers is a tall task, but it’s certainly not impossible.

This is a conundrum that many web designers and marketing gurus face. Sure, the designer has the eye and the marketer knows the clientele but how do you combine those two forces into digital success? What needs to be done in order to get more engagement from your website visitors?

Well, there are a few things you can try.

Calls-To-Action (CTA’s)

Calls-to-action are website elements that attempt to engage a website visitor. They could come in the form of a button or a pop-up or something as simple as a link. Essentially, a CTA is something you want your visitors to click on or engage with. CTA’s are perhaps the simplest thing you can do. However, there is a bit of tact needed to make a CTA do its job…

More Effective Website Copy

We all fancy ourselves as writers in some capacity. I mean, what were all those English classes for anyways? In the end though, some people are better writers than we are. The copy (or wording) of your website can go a long way to converting more visitors. You want your visitors to feel secure and trust you right away. You want them to notice your product or service and understand why it benefits them. Bottom line, you want your potential customers to feel all warm and fuzzy when they visit your website.

How do you write more effective website copy? If you’re not up to doing it yourself, hire a seasoned writer who specializes in website copy. They can often come up with some copy that is not only catchy, but drives your message and helps build your brand. Be sure to stay consistent and use similar terminology. This helps to keep the visitor focused and better understand what you are offering.

Guide Your Website Visitors

We know that you are familiar with your website. You know where your services are listed or where your pricing can be found, but does the visitor? Is it easy for them to determine what the next step is?

At CultureLab we like to call this “holding the customer’s hand”. Much like when you were a kid and your mom or dad held your hand when you crossed the street, achieving digital success and converting more website visitors means holding their hand through the process. Make your website like a guide, or a yellow-brick road to them purchasing your product. Always think, “What’s the next step?”. One example would be to introduce the customer to your service, then guide them to benefits about your product, then guide them to pricing/quote/contact, for instance. To put it simple, put yourself in the customer’s shoes.

Is Your Website Mobile Optimized?

More and more website visitors are coming to you on different devices. The computer screen is no longer the primary medium for which visitors look at your website. Designing a website experience for a desktop is one thing, but you need to make sure your site shows well on a mobile device or tablet as well. This is becoming easier with the rise of responsive design. No longer do you need to have a desktop version of your site, a tablet version, and a mobile version. A responsive website will “respond” to the screen size and show its elements accordingly. If your mobile website is not up to par perhaps it’s time to think about changing some things.

Offer Something For Free

It’s no secret that people like getting something for free. It could be a free sandwich or a bottle of water. Whatever it is, if it’s free, it’s a good thing. One great way to engage visitors is to offer them something in return for their engagement.

For instance, if you are a technology company that specializes in cloud hosting, you could offer a free Infographic about cloud trends in return for a customer filling out a form or questionnaire. You could offer a case study or access to a free trial of some kind. Whathever your product or service, think of ways that you can offer customer something minimal, yet valuable, in return for engaging with you.

Engaging your website visitors is not an exact science, but it is a science in general. Not only do you have to know how to push the right buttons, you have to have a pathway in mind for your visitor. What is it you want the customer to do on your website? Contact you for a quote? Buy from your store? Read your blog content? Whatever the case, think about it from the perspective of the website visitor and what you would be looking for as a potential customer. This will help you better understand the customer’s journey on your website, and how better to engage your visitors. This will ultimately lead to lower bounce and exit rates, more engagement, and higher sales.

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