If your website is attracting a large number of visitors but not converting those potential customers into sales, you’re not alone. It’s not difficult to direct traffic to your site, especially if you have the funds to pay for pay-per-click advertising. But if your website isn’t performing as well as you thought, one of the three reasons below might be the cause.
3 Reasons Your Website Isn’t Performing
What is the first thing that your customers see when they visit your site? Most likely, it’s a logo, an image, a video, or a message that explains what your business is all about. While you need those things on your site, your customers also need to know what to do next. That’s where call-to-action or CTA buttons come into play.
You should place CTAs prominently at the top, middle, and bottom of every page. These CTAs don’t need to be the same. They could be asking customers to enter their email address to sign up for your newsletter, download a free guide, schedule an appointment, or sign up for a trial of your services. Without clear CTAs, your customers will merely browse your site and leave without reaching the next step in purchasing from you.
It’s best if you limit the number of choices your customers have to make on your site. It may seem counterintuitive, but limiting their choices makes it more likely that they’ll take action. In fact, the more choices they have to make, the more likely they’re to abandon their efforts to order from you altogether.
When customers are presented with a variety of options, they become indecisive. Should they opt for the same product in a different color? Do they need overnight shipping? Ideally, you should keep your options simple and limit them to two or three whenever possible. For shipping, you can offer standard or expedited. You can still provide a phone number or email address for additional customization.
If you’re not collecting customer information from your website, you lose out on potential sales down the road. Even if a customer isn’t ready to order today, they may be interested in your newsletter or free guide. When they provide their email address, they give you permission to contact them in the future. The more names you have on your email list, the easier it will be to increase revenues when you have a special offer to share.
It’s important to be willing to experiment with the content and flow of your website. Whenever you make changes, you must track results to find out what works and what doesn’t. Before long, your website will bring in all the leads and customers you can handle.