Why Are Some Websites Better at Sales Conversions Than Others?
Nothing is more frustrating for a business owner than to attract countless visitors to their website yet fail to convert those visitors. Thankfully, there are ways to improve your conversion rate.
Of course, the only way to solve a problem is to acknowledge that problem. In the case of low conversion rates, you need to pinpoint what causes a visitor to decide not to press the buy button. Chances are it comes down to one of three reasons.
Reason #1: Trust
It is hard to hear that people don’t trust your brand. However, it should help to know that it is difficult for people to trust a brand until they really get to know that brand. In other words, it takes time to build trust. In order to speed up the process, you need to let prospects get to know you. Testimonials are a great way to do this because they allow people to hear stories from real people on how they benefitted from a product or service you provide.
Reason #2: Value
You know you offer real value but if visitors to your website don’t convert, it’s likely they aren’t getting the message. So, what’s the problem? Chances are you aren’t communicating your true value. Sometimes it can be difficult to take an objective view of your own copy. In such cases, it pays to outsource your writing or editing duties. Remember your copy needs to let readers know why your product or service will make their life easier or more profitable.
Reason #3: Experience
Trust and value are reasons people make purchases from a website. The sad fact it, however, that many times they do trust you and do believe you offer value but your website is just too complicated. If your website is difficult to navigate, few people are going to spend the time to figure it out—no matter how much they want to. In today’s digital world, there is always another place to turn. Ease of checkout, therefore, is one of the key components when it comes to converting customers. Not only do you need to give people the products and services they want, you need to make getting those things a simple process.
If you are seeing a significant number of visitors to your website but few conversions, it’s time to figure out why. After all, you invest a lot in your website so it is important to see a healthy return on that investment!