Your Business Website is Killing Your Business! Is That What You Really Want?
Don’t Slam The Door On Your Visitors!
The primary purpose of your business website is to tell folks how awesome your business is. It needs to attract visitors and convert them into consumers of your product or service. That is not likely to happen if they are faced with a bunch of website conversion killers on your home or landing pages.
From slow load times and flat calls-to-action to buzzword babble or a hard sell these mistakes are guaranteed to lose you conversions and leads. While they may sound minor to many of you, believe me, they are anything but. With the human attention span less than that of a goldfish it is essential that you do not give your site visitors reasons for leaving.
While website conversion killers can come in many forms and flavors here are some of the most common ones. If your website has any of them you really should look into changing that as soon as possible.
15 Website Conversion Killers
1 – No Call-To-Action
This is a very common website conversion killer. By not defining a call-to-action you are leaving that part up to your website visitors. Simply saying they should call or email you will not work. Instead you should decide on a reasonable first step, and instruct visitors to take it.
2 – Cluttered Page Design
You know the saying: “Less is more.” This definitely applies here. If your home or landing page is cluttered, crowded, poorly designed and confusing your potential consumers will leave. Instead the first page visitors see should be friendly, inviting, and easy on the eyes.
3 – Keyword Disconnect
Your website visitors come from somewhere else, most likely searching for something. And whatever search term or phrase your visitor clicked on needs to be immediately apparent on your page.
4 – Too Much Content
If you have reams of text content on your website you are missing the point. Remember the attention span of a human is shorter than that of a goldfish. Nobody reads that much any more. So be sure to keep the content on your website in bite sized chunks.
5 – Techno Babble
You may be into your industry jargon, but your website visitors most likely are not. You are taking to them, so be sure to keep your content personable and easy to understand. You can leave the buzzwords for white papers, case studies, and the like.
6 – Not Being Credible
Being pushy and sensationalistic will only drive your visitors away. Make sure to establish credibility and trust among your audience with social proof. In other words, publish evidence in a variety of formats such as web pages, blog posts, white papers, case studies, etc. Then let your website visitors decide for themselves.
7 – Not Being Helpful
Imagine a shopkeeper that stood there, arms folded across the chest, and scowling at people. Not exactly friendly and inviting, is it? Avoid creating that feeling on your business website. Instead you should be informative, helpful, and inviting.
8 – No Empirical Evidence
The majority of consumers will look at product reviews before making a purchase decision. That includes product ratings on e-commerce sites. Therefore be sure to include both product reviews and product ratings on your website.
9 – Slow Load Times
Page load speed is not only an important search ranking factor; it also is one of the biggest website conversion killers. Even as little as a 2 second increase in page load time can reduce user satisfaction by 3.8%, and clicks by 4.3% according to Power Reviews.
10 – Not Using Social Media
Your prospects will expect to engage with your business on social media, as well as sharing your content with their social networks. If you don’t allow them to do so you will miss out on many opportunities for engagement and conversion.
11 – Not Allowing Social Log-In
If you require consumers to sign up for an account in order to purchase from your site many will not do so. But 77% of consumers are comfortable to log in through their social accounts, according to a study by Login Radius.
12 – The Hard Sell
Let’s face it; nobody likes the hard sell. Especially first-time visitors to your site are not very likely to purchase right away if you appear overly pushy. It usually is a better approach to nurture the relationship before you hit them with the Buy Now button.
13 – Not Allowing Search
Your business website may seem perfectly obvious to you. But even a small business or e-commerce site can be confusing for visitors. You can speed access to your relevant content by including a search function on every page of your website. Be sure to direct them with the appropriate signposts.
14 – No Direction
One of the worst website conversion killers is not having any direction. The content of your business website should all direct visitors to your call-to-action. Make it clear what the next step in the buying cycle is. And make sure to explain why that is beneficial.
15 – No Marketing Strategy
Your business website needs to be part of your marketing strategy. Once you attract visitors you must keep them interested in your brand. You need to stay in touch with them to remind them how awesome your business is. Getting your visitors to sign up for your newsletter or subscribe to your blog is an excellent way to do that.
Removing Website Conversion Killers
If your website has any of the above website conversion killers you need to remove them. Right now would be good, but as soon as possible will have to do. I know many of you are focusing on other areas of your business as well.
Start with the easy ones first. Make sure your call-to-action is clear and simple. Rewrite copy to include a more human factor as needed. Ease up on the hard sell. Put yourself in the position of your website visitors. Make your business website as helpful as it can be.
Other common website conversion killers will take longer to fix, and most likely you will need some professional help. Those include improving page speed, creating opt-in forms, and anything else of a technical nature. Remember that you are making an investment into your online presence; the extra effort and cost will be worth it in the long run.
If you are still planning or working on your business website you may want to check out How to Establish a Successful Business Website, learn about Simple Business Website Engagement Strategies, and avoid Common Website Design Problems as well.
Remember, creating an effective business website is one of the most challenging tasks for any business. Many business owners start out with the best intentions, but end up failing on their own. Shouldn’t you let a professional at least help you?
We Remove Website Conversion Killers!
We are experts at designing and developing user-friendly and high-performing websites for businesses of all kinds! At ESPRESSO.digital, we offer a full range of web design and development services, including digital marketing services, web design and development, e-commerce solutions, content strategy and creation, search engine optimization, and social media services.
Contact us to learn more about our business web design services, and how our team can help you fix any website conversion killers on your own business website.
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