Working at a Web Design Company has given me an interesting perspective on what’s really happening with people’s businesses. Every week, I get more and more contacts from people who want more conversions. Some of them are getting between .05% and 1.5% and they just want to increase their conversions. Others are getting loads of traffic and no conversions at all. Others are getting ONE measly email address for every 1,000 visitors to their site.
How can you increase your conversions when it seems that you’ve done everything you can think of to make your website more engaging and user-friendly? Let me share a couple of really basic reasons most websites don’t convert and we’ll see where your blind spots are. If you’re getting less than 1% on your conversions, I can guarantee you that you’re making at least one of these three mistakes…
Mistake #1: Your Content Sucks
Sorry, not very nice I know, but it’s the truth for most websites. If your content isn’t amazing, you’re not going to get conversions or repeat traffic and you’re probably not going to understand why until you’re honest with yourself about how good your content really is (or isn’t). Just think about the last time you did a Google search and didn’t find the content you were looking for. These days, I’m sorry to say, that even the sites on the first page (even the first position) of Google aren’t always delivering top quality content. It’s like T.S. Eliot said:
“Where is the knowledge which we’ve lost in information?”
Ever felt that way about the internet?
There’s a TON of information out there, but how much of it is really useful?
Yet, so many marketers assume that their content is good without even looking at it through the eyes of an average web user. Would YOU bookmark the articles and blogs on your site? Would you share them with a friend or a business partner? Better yet, would you pay a monthly subscription fee to get access to your content? If your content were printed in a magazine, would you buy a yearly subscription?
If not, you need better content. Also, if you hire a Web Design Company to design and to code your website, be careful about having them write the content, too. Ask them about how they find quality writers, and avoid any Web Design Company who outsources their content writing to overseas providers or who offers to do it for pennies a word. Remember, you will get what you pay for.
Reason #2: Confusing Navigation
The most important thing to consider when hiring a Web Design Company is user-experience. You can always fix bad content, but fixing a poorly structured website can get very expensive and time consuming. Furthermore, you can lose a LOT of traffic because of confusing website navigation. How many websites do you hit the back button on because it took you too long to find what you wanted? I do this all the time. I admit, I’m impatient when I’m online. But who isn’t? The internet is the world of instant gratification. If one website doesn’t deliver a great experience, you can always find another website that will. How much business are you losing because of this? You can find out if you want to. Just send a complete stranger to your website and ask them how fast they can find what they’re looking for.
Most important, ask them how easy it is to find your company contact information. Ecommerce research tells us that over 40% of online sales are lost because the visitor couldn’t get in touch with the company fast enough. That’s a lot of lost opportunity, so make sure you’re not leaving money on the table by making your contact information hard to find and your website hard to navigate.
Mistake #3: Too Much Anonymity
Anonymity is the most frustrating thing to deal with online. How many times have you looked for the author of an article before you decided to even read the article? I’m guessing quite a bit. People are tired of being misled by content which is written by a freelance writer who hasn’t properly researched a subject…and most people can tell the difference. Readers want expert information delivered by known authorities. So if your visitors can’t find out who you are quickly, they’re probably going to leave your site, even if you do have good content.
A Web Design Company who understands the social dynamics of marketing gets this, and they’ll help you build more than just a website. They’ll help you build an online presence that positions you as an authority. If you have great content, a well-structured site which is easy to navigate and if you make it clear who you are and why your visitors should listen to you, it’s impossible not to get more conversions. Just go to your website right now and check on these three things and be brutally honest with yourself…how are you doing?
If you have any doubts about the quality of your content, the ease of your site’s navigation and whether you’re being transparent about your authority, take action. Change something, it could make a world of difference in your conversions.