Post by lizaseo11 on Nov 9, 2024 20:28:07 GMT -7
Low conversion can cause slow business growth and reduced sales.
Fortunately, there are a number of ways to improve the situation when the conversion rate on the site is low.
First of all, you need to understand why you have such metrics for your site. What makes people leave your site and go to other sources in search of other content?
Special tools will help you to understand in detail the reasons for low conversion, but in this article we will not consider them, but the so-called Red Flags - those factors that can cause a decrease in indicators, as well as ways to eliminate them.
11 Reasons for Low Website Conversion
There could be many reasons, but if you look at your analytics metrics, you may be able to track down the root cause of the problem.
The most common reason is that your offer does not match the wishes of the audience. However, there are other reasons besides this - we will consider them in more detail later in the article.
1. Website visitors don't understand your offer
If your audience doesn't understand what you're offering them, they're likely to close your site and move on to another source.
In this case, the key role is shopify website design played by the clarity of the presentation of information. Short sentences, a clear style of presentation, the absence of oversaturation with complex sentences - all this will significantly improve the perception of the material.
Let's imagine that you have a service with tariff plans that are displayed side by side for comparison of characteristics. In this case, the ability to compare tariff plans can be useful. At the same time, the lack of an explanation of which tariff plan is best suited for a particular category of clients will complicate the choice, and new visitors may refuse to choose at all, since they simply may not know what will suit them best.
2. Your CTAs are not optimized properly
When writing CTAs, always look at them from the customer's perspective. What offer will motivate them to take action?
One of the main rules is complete correspondence between the title and CTA.
An example of a discrepancy between the CTA and the title:
Low Conversion Rate 8
There is a clear mismatch between the headline and the CTA. The headline offers a free checklist, but the CTA button… Offers to subscribe! As you can see, they have nothing in common.
How to fix the problem? Very simple: change the CTA button:
Low Conversion Rate 11
Let's take, for example, a well-known site that offers online courses and trainings on marketing, sales, etc.
Low Conversion
What do we see on the landing page? We see the title - “Get instructions…” and the CTA button “Take part”. In this case, as in the previous one, there is a clear discrepancy between the title and the CTA.
As in the previous case, this can negatively impact the overall conversion rates for this landing page.
Correct optimization of the title and CTA:
Lowconversion
3. Lack of motivation for action
In each case, it is necessary to conduct A/B testing to determine the most effective version of the page that generates conversion. However, you should not test with versions that are not supported by motivational triggers - necessity, trust, satisfaction, etc.
Let's see how famous marketers and SEO specialists do it.
Matthew Barbee:
Barbie
Pay attention to the three highlighted blocks: the first demonstrates trust (more than 20,000 companies), the second demonstrates the exclusivity of the offer (you will not find such information anywhere), the third demonstrates authority (among the companies - Coca-Cola, IBM, HubSpot, etc.).
A similar example of design:
Cognitive
There are enough such examples, and you can find them yourself both on the English-language and domestic Internet.
4. Your website has bad UX
UX is one of the main indicators that influences the conversion of a website. If users cannot find what they need, or find it difficult to find, they are more likely to move on to another resource.
For example, if your site has a pop-up that appears immediately after landing on the site, users are likely to close it as an irritant. It doesn't matter how attractive the offer is - users are simply not ready for what you offer.
Imagine a situation where a user comes to your site from a search. They don’t know anything about your product or services yet, but you immediately show a pop-up or push notification. Users won’t perceive such a presentation of information.
5. There are many distracting elements on the landing page
The only goal of a landing page is to convert a visitor into a client. That's all.
If your landing page has a large number of irritating and distracting elements, the user will not be able to understand where to click or go. Different CTAs, navigation links, pop-ups, incorrect visual components - this distracts attention and does not contribute to improving conversion on the site .
The solution is simple: remove elements that are not aimed at conversion. Simplify the landing page, but at the same time do not forget about the above points.
6. You don't have a modular exit pop-up
Exit windows are one of the essential elements that contribute to conversion. Consider such pop-ups as a separate landing page, the purpose of which is to attract a new client.
This means that a well-optimized exit pop-up should contain a CTA, a catchy headline, and an attractive visual component.
7. Data entry forms are too big
Sometimes it happens that even a well-written landing page has a low conversion rate. One of the possible reasons is large data entry forms.
What does this mean? Imagine two options for subscribing to a trial version of a product: in the first case, only an email is required. In the second case, an email, password, first and last name, login, contact information, country of residence…. Which case will have a better conversion rate? The answer is obvious - the first. And this is not surprising - using each additional data field reduces the likelihood of user conversion by 10%.
If possible, do not complicate the data filling forms on landing pages. Minimize the user's actions and simplify the process of interaction with you - this will have a positive effect on conversion.
8. Your site is not optimized for search engines
Lack of content, low-quality content, lack of link mass and failure to comply with the conditions required for good site ranking - all this can lead to the fact that the site simply will not appear in the TOP-10 (let alone the TOP-3) for the request.
In this case, it is impossible to talk about any conversion, since your visibility in search engines is minimal. Users are unlikely to even go to the 3rd page of the search (87% of users do not go beyond the 2nd page), so without visitors, you will not have the proper traffic that can be converted into leads.
There are many solutions in this case - from optimization of the semantic core, internal and external SEO, to constantly monitored positions by which the site is promoted and KPI control.
9. Low quality content
Another common reason is low quality content. In this case, the list of possible problems is very wide, so we will list the main ones:
Low uniqueness;
Irrelevance of the topic;
Inconsistency of the topic with the target audience;
Failure to comply with technical quality indicators of the text (spamming, formatting, etc.);
Lack of visual components - photographs, screenshots, graphs, video materials, etc.;
Lack of interest to the audience.
Ultimately, you may end up with content that your potential client doesn't need. He won't want to read 50 articles about how great your site is - he needs cases and research. He doesn't need current haircuts when his main interest is cosmetics. The user won't want to read a sheet of text without formatting, with ornate phrases and 5,000 characters. Remember - you must interest him and keep him, not repel him with your content.
10. Incorrectly configured tracking
Correct conversion tracking settings are critical to correct end-point metrics. You may have incorrect UTM tag settings, which in turn will result in incorrect metrics.
If you're not sure if you have everything set up correctly, go back to Metrica or Analytics and start over, filling in all the necessary fields and data for each conversion you want to track.
11. Users don't trust you
Fortunately, there are a number of ways to improve the situation when the conversion rate on the site is low.
First of all, you need to understand why you have such metrics for your site. What makes people leave your site and go to other sources in search of other content?
Special tools will help you to understand in detail the reasons for low conversion, but in this article we will not consider them, but the so-called Red Flags - those factors that can cause a decrease in indicators, as well as ways to eliminate them.
11 Reasons for Low Website Conversion
There could be many reasons, but if you look at your analytics metrics, you may be able to track down the root cause of the problem.
The most common reason is that your offer does not match the wishes of the audience. However, there are other reasons besides this - we will consider them in more detail later in the article.
1. Website visitors don't understand your offer
If your audience doesn't understand what you're offering them, they're likely to close your site and move on to another source.
In this case, the key role is shopify website design played by the clarity of the presentation of information. Short sentences, a clear style of presentation, the absence of oversaturation with complex sentences - all this will significantly improve the perception of the material.
Let's imagine that you have a service with tariff plans that are displayed side by side for comparison of characteristics. In this case, the ability to compare tariff plans can be useful. At the same time, the lack of an explanation of which tariff plan is best suited for a particular category of clients will complicate the choice, and new visitors may refuse to choose at all, since they simply may not know what will suit them best.
2. Your CTAs are not optimized properly
When writing CTAs, always look at them from the customer's perspective. What offer will motivate them to take action?
One of the main rules is complete correspondence between the title and CTA.
An example of a discrepancy between the CTA and the title:
Low Conversion Rate 8
There is a clear mismatch between the headline and the CTA. The headline offers a free checklist, but the CTA button… Offers to subscribe! As you can see, they have nothing in common.
How to fix the problem? Very simple: change the CTA button:
Low Conversion Rate 11
Let's take, for example, a well-known site that offers online courses and trainings on marketing, sales, etc.
Low Conversion
What do we see on the landing page? We see the title - “Get instructions…” and the CTA button “Take part”. In this case, as in the previous one, there is a clear discrepancy between the title and the CTA.
As in the previous case, this can negatively impact the overall conversion rates for this landing page.
Correct optimization of the title and CTA:
Lowconversion
3. Lack of motivation for action
In each case, it is necessary to conduct A/B testing to determine the most effective version of the page that generates conversion. However, you should not test with versions that are not supported by motivational triggers - necessity, trust, satisfaction, etc.
Let's see how famous marketers and SEO specialists do it.
Matthew Barbee:
Barbie
Pay attention to the three highlighted blocks: the first demonstrates trust (more than 20,000 companies), the second demonstrates the exclusivity of the offer (you will not find such information anywhere), the third demonstrates authority (among the companies - Coca-Cola, IBM, HubSpot, etc.).
A similar example of design:
Cognitive
There are enough such examples, and you can find them yourself both on the English-language and domestic Internet.
4. Your website has bad UX
UX is one of the main indicators that influences the conversion of a website. If users cannot find what they need, or find it difficult to find, they are more likely to move on to another resource.
For example, if your site has a pop-up that appears immediately after landing on the site, users are likely to close it as an irritant. It doesn't matter how attractive the offer is - users are simply not ready for what you offer.
Imagine a situation where a user comes to your site from a search. They don’t know anything about your product or services yet, but you immediately show a pop-up or push notification. Users won’t perceive such a presentation of information.
5. There are many distracting elements on the landing page
The only goal of a landing page is to convert a visitor into a client. That's all.
If your landing page has a large number of irritating and distracting elements, the user will not be able to understand where to click or go. Different CTAs, navigation links, pop-ups, incorrect visual components - this distracts attention and does not contribute to improving conversion on the site .
The solution is simple: remove elements that are not aimed at conversion. Simplify the landing page, but at the same time do not forget about the above points.
6. You don't have a modular exit pop-up
Exit windows are one of the essential elements that contribute to conversion. Consider such pop-ups as a separate landing page, the purpose of which is to attract a new client.
This means that a well-optimized exit pop-up should contain a CTA, a catchy headline, and an attractive visual component.
7. Data entry forms are too big
Sometimes it happens that even a well-written landing page has a low conversion rate. One of the possible reasons is large data entry forms.
What does this mean? Imagine two options for subscribing to a trial version of a product: in the first case, only an email is required. In the second case, an email, password, first and last name, login, contact information, country of residence…. Which case will have a better conversion rate? The answer is obvious - the first. And this is not surprising - using each additional data field reduces the likelihood of user conversion by 10%.
If possible, do not complicate the data filling forms on landing pages. Minimize the user's actions and simplify the process of interaction with you - this will have a positive effect on conversion.
8. Your site is not optimized for search engines
Lack of content, low-quality content, lack of link mass and failure to comply with the conditions required for good site ranking - all this can lead to the fact that the site simply will not appear in the TOP-10 (let alone the TOP-3) for the request.
In this case, it is impossible to talk about any conversion, since your visibility in search engines is minimal. Users are unlikely to even go to the 3rd page of the search (87% of users do not go beyond the 2nd page), so without visitors, you will not have the proper traffic that can be converted into leads.
There are many solutions in this case - from optimization of the semantic core, internal and external SEO, to constantly monitored positions by which the site is promoted and KPI control.
9. Low quality content
Another common reason is low quality content. In this case, the list of possible problems is very wide, so we will list the main ones:
Low uniqueness;
Irrelevance of the topic;
Inconsistency of the topic with the target audience;
Failure to comply with technical quality indicators of the text (spamming, formatting, etc.);
Lack of visual components - photographs, screenshots, graphs, video materials, etc.;
Lack of interest to the audience.
Ultimately, you may end up with content that your potential client doesn't need. He won't want to read 50 articles about how great your site is - he needs cases and research. He doesn't need current haircuts when his main interest is cosmetics. The user won't want to read a sheet of text without formatting, with ornate phrases and 5,000 characters. Remember - you must interest him and keep him, not repel him with your content.
10. Incorrectly configured tracking
Correct conversion tracking settings are critical to correct end-point metrics. You may have incorrect UTM tag settings, which in turn will result in incorrect metrics.
If you're not sure if you have everything set up correctly, go back to Metrica or Analytics and start over, filling in all the necessary fields and data for each conversion you want to track.
11. Users don't trust you