If your visitors can find what they need, get the info they are looking for and get on with it, then they will be more likely to convert. A conversion can refer to any desired action that you want the user to take. If your website is causing visitors to leave without converting, think about the reasons they may have left before buying (or taking the desired action).
Here are 5 simple ways to identify conversion problems that could be causing a low conversion rate (or a high bounce rate).
Conversion rate is defined as:
The number of conversions divided by the total number of visitors. For example, if an ecommerce site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%.
Bounce rate is defined as:
The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
1. Is your page content really helpful to your customers?
Take the time to identify which pages the visitor uses to make their decision to actually buy your product. When you look at all of your copy pages, consider which ones tend to be abandoned more often. It could be that visitors aren’t confident enough with the information to commit to buying. If you’re unable to determine if some of your website’s content is causing customers to leave your site before they ever give you their money, it might be time to hire a copywriter.
Click here for a thorough breakdown of bounce rate and how to analyze your site.
2. Are you giving your visitors all of the information they need about the product or service you're offering?
Someone looking to buy your product or service should have all of the information they need before they are led to the order page. If the information is too difficult to find, they will become frustrated and will likely move on. If you are presenting your product in such a way that they are having trouble making a decision, consider what you could change to make it easier for them to get the information they need to feel confident in buying. Do you need to simplify things? Sometimes less is more.
3. Are you confusing your visitors?
Are your pages cluttered with too much information? If you have too many options, your visitors might not be able to determine which one is best for them. Asking your visitors for their opinion may be a good way to get more information as to which changes you should make to help undecided customers be able to make a decision more easily.
4. Is your website easy to navigate?
Consider shrinking the number of options your customers have to choose from to make the entire process as frictionless as possible. Provide a simple path from the homepage to the order page and make it as easy as possible for them to select the most convenient payment method.
5. Is your ad copy directed to the right visitors?
The first thing you need to consider before you write any sales copy is who is your ideal customer? Is your website targeted at buyers or browsers? If your website is directed at buyers, use sales copy that speaks directly to the reader to motivate them to click on the buy button.
If it’s directed at browsers, include the pertinent information that they need, such as product details, ingredients, special offers, etc., without the long boring advertising copy that results in information overload. For tech products or electronics, it's good practice to include the extended product details in a drop-down or "click here for more info" link so those who are in need of more data can get it, but for those who are ready to buy, there won't be a wall of information between them and the shopping cart.
Ideally, you want to find the right mix for all of your web copy that pleases your customers and results in them feeling confident about making a purchase.
6. Do you have a clear, concise call-to-action?
Your website could be user-friendly with engaging and quality content, but without a clear and concise call-to-action, you simply won't convert. Users may want to convert but just don't have the opportunity or means to do so. Because you haven't provided it.Make your call-to-action clear, concise, prominent, specific, and compelling. Provide all the information users need so they know exactly what you want them to do next. Create calls-to-action that are relevant and specific, and place them in a prominent place on every page of your site.And above all, make sure it is very easy for the user to convert when they are ready to!