One issue that many web owners constantly complain about is that their conversion rate is rather low. There are a dozen factors affecting a website’s conversion rate that you should watch out for. This article discusses five factors that practically kill your conversion rate. If you have a website and share the same problem, stick with us and learn all you need about these factors.
What is conversion rate?
The primary intention behind having a website is to make a group of people follow your lead and do as you wish. That is to say, to convert a group of visitors to buyers/costumers. Simply put, conversion rate is the percentage of ordinary users who become your special users after visiting your website. YouTube streamers who encourage people to subscribe to their channel are a good example. They intend to turn an ordinary visitor (that might be just anyone) into a special visitor who would constantly visit their page and watch/read the stuff they post there. Other examples of conversion rates include inviting your readers to:
- Leave comments on your website.
- Purchase a service
- Make a contact
- Download something from your website, or
- Register on your website
Obviously, the higher your conversion rate, the better. In fact, having a low conversion rate means that your website does not have the desired effect you want it to have on people. With this being said, let’s dig into five factors that kill your conversion rate.
Giving priority to mobile users
A widespread assumption is that people prefer mobiles to computers when searching online. This is due to the fact that desktop users are restricted to certain places, e.g., home or office. While on the other hand, mobile users can do online searches almost anywhere. Therefore, it is strongly recommended that a good website should be mobile-friendly. However, there is a higher conversion rate with desktop users. Among the reasons why there is a higher conversion rate with desktop users are:
- Compared to mobiles, desktops have larger screens that allow users to read shopping instructions more clearly. Similarly, if they want to register on a website or leave comments below a post, They can type in words with more ease.
- People also tend to use computers when the purchase looks complex. In many cases, users are required to enter information other than their credit card number or postal code. When this is the case, users typically choose to use computers rather than mobiles.
- Poor internet connection is another reason. When there is a poor connection, users do not register or purchase. Desktop users usually use wi-fi when surfing the net. This means that they usually receive a steady internet signal. Still, the internet signal they receive on their cellphone changes from time to time, depending on their location.
All in all, adding mobile-friendly features to your website is a must but assuming that mobile users are more important than desktop users is a mistake.
Slow loading time
Time has always been an important asset to people, and it is more so in the internet era. The majority of people have a relatively low tolerance level when it comes to net surfing. The longer your website takes to load for a visitor, the lower the possibility that users will revisit your website. New statistics tell us that 40% of customers leave a page if it takes more than 3 seconds to load. This means that no matter what you post on your website, you will experience a low conversion rate if it takes too long to load. Therefore, one way to ensure a higher conversion rate is to speed up your website.
Having a messy website
When your website, especially the homepage, has many pictures or tabs and lots of dropdowns, users find it confusing or misleading. Remember, users, visit your website for a purpose. If they don’t see what they are looking for in seconds, they will definitely leave. Although a website should be inclusive and informative, it shouldn’t be overloaded with tabs and pictures as they don’t let the user focus. The image below is a good example of a poorly designed website that easily distracts users and consequently takes their attention away from what they are looking for.
Creating low-quality content
Thousands of other websites address the same things you do on your website. Thus, you should give a good reason to your readers that your website has something that they will not get elsewhere. This means that the content you post on your website should be catchy, informative, and up-to-date. If readers judge that your content is outdated or irrelative to their interests/needs, they don’t need to think twice before leaving. A common mistake that many novice web owners make is that they address relatively important topics, as they appeal to many readers but do not cover the main issues related to those topics. As a result, viewers leave the website seconds after entering it, taking away all chances of converting and negative. Always post high-quality and informative content on your website to increase dwell time. This makes the viewers spend more time there. The more they stay, the higher the chances that they convert.
Not having engaging CTAs on your website
Call-to-action or CTA is a picture or piece of text that wants the user to take action and do something such as registering, following a page, ordering an item, etc. Phrases such as “subscribe now”, “read more”, or “get a free quote” are simple examples of CTA. It can also be in the form of a banner (a picture with some text around it). In order to proceed, the user is invited to take a few steps and register. CTAs can be placed almost anywhere on a page, but the best place is the top of the homepage. Also, CTAs attract a lot of attention below the posts you put on your blog/website. A CTA is a good way of running traffic to a website. The more traffic you run to your website, the higher your conversion rate should be. However, inserting improper CTAs on your website may have a reversed effect. When the subscription process takes too long and contains many details, the user will likely leave the page and never return. Colour, wording, the place, and the style in which the CTA appears should all be selected with great care so that users register and hopefully convert.
This article discussed five important factors that might lower your conversion rate. If you have a website and wish to generate a high conversion rate, avoid the aforementioned mistakes and follow our tips. If you have a website and have issues with your conversion rate, you can contact us and tell us more about your problem.