Does your website have a poor conversion rate? Here’s what could be wrong with it

Having an average website was not such a big deal for businesses back in the day. Websites were nothing more than a place where you could find a bit of information about a particular company. Fast forward to today, and things have changed dramatically.

Nowadays, websites play a crucial role in the success of a business. In most cases, they represent the first point of contact for customers, serving as the primary source of information and a virtual storefront. In other words, a website has the power to make or break a business.

Business owners know just how vital site performance is for their potential customers and how much their expectations have grown over the years, so there’s no excuse for having a lousy website right now. Unfortunately, many websites fail to meet customers’ demands, which translates into poor conversion rates.

If you’ve noticed that your business website continues to have a low conversion rate despite your best efforts, you have to get that fixed sooner rather than later. However, if your tech knowledge is limited, it can be challenging to determine where the problem lies precisely. Hopefully, this short guide can help you find out what’s wrong with your site, so you can come up with a suitable solution to fix the problem.

1. Too little or too much content

Have you ever accessed a site searching for information to find out there’s not much to see there? Or, by contrast, come across a site that dazzles you with an overwhelming amount of information? Well, don’t be like those websites.

When users visit your site, they hope to find accurate and relevant information about your business – something that can tell them who you are and what you do so that they can form an opinion. If they don’t find what they’re looking for, there’s no reason for them to waste their time on your site.

The same thing happens when too many things are happening – pictures, texts, videos, all competing for their attention. People will forget why they are there in the first place, which will do no good to your conversion rates.

You have to provide your audience with exciting and relevant content to spark their interest and provide them with the answers they were looking for, but not so much as to bore or confuse them.

2. It takes ages to load

Site speed and performance play an essential role in keeping customers happy and boosting conversion rates. Website visitors these days demand fast loading times, and their expectations are increasing all the time. Studies show that 40% of users will leave a site if it takes more than three seconds to load. Therefore, loading times directly impact your conversions and your bottom line.

Every second counts, so if it takes an eternity for your pages to load, it’s no surprise your conversion rates are low. Usually, the main culprits for a website’s slow speed are the number of images, large file size, unnecessary code, or excessive use of CSS and JavaScript, so you might want to check these points first.

3. It’s not visually appealing.

The first impression counts when landing on a site, and you don’t get a second chance at it. If a user doesn’t like what he sees when he first visits your site, it’s doubtful he will stick around or come back for a second time. That might be why your site is getting traffic, but it’s not converting.

Things like crowded features, uninspired color combinations, low-quality images can hurt the visual appeal of your site and push potential customers away. Maybe it’s time for your website to get a makeover to fix any design problems that might have escaped your eye. Consulting with a web design agency in New York can help you identify these issues and make the necessary changes. Hence, your site has better chances of attracting and converting customers.

4. It’s not optimized for mobile.

Guess what else can drive customers away? Leaving mobile optimization out of the equation. It’s a well-known fact that the number of people using mobile devices to browse the internet is rising. So, if your website looks great on desktop but displays poorly on mobile devices, you’re simply ignoring the needs of a large segment of your customers.

Keep in mind that plenty of other businesses have taken the time to make their websites responsive, and customers won’t hesitate to take their business elsewhere if your site doesn’t meet their expectations. To put things simply, you can’t afford to have an unresponsive site these days.

5. There are no CTAs

Calls to action or CTAs are indispensable for business sites, as they guide customers on their buyer’s journey. Not including clear CTAs on your website is a huge mistake that you must fix right away.

It’s not enough to have many users visiting your site. They also have to act, whether signing up for your newsletter, signing up for a free trial, or purchasing your products/services. CTAs come into play, encouraging users to take action and leading them further down the conversion process.

6. It’s not intuitive

Your website’s looks matter a lot, but visual appeal is worth nothing if it’s not doubled by usability. When visitors land on your site, they have to find what they’re looking for with ease and know exactly what to do each step without overthinking. That’s what intuitive design is all about.

A poorly organized site with elements scattered all over the place, making navigation difficult for users, will have a poor conversion rate. The key is to keep things clear and straightforward to ensure smooth and hassle-free navigation for all visitors.

There are plenty of other things you could do to improve the appeal of your website and increase your conversion rates, but the aspects we’ve listed above provide a good starting point.