Anyone who has ever done any search engine optimization (SEO) knows that there are many factors to successfully running a website – from implementing quality content to creating fast loading landing pages, just to mention a few. However, knowing how to increase conversion rates is where you would want to put most of your efforts into since it could actually bring tangible benefits to your business.
Now, we’re not saying it’s a rocket science, but it surely requires your undivided attention paired up with your existing SEO knowledge. But first, let’s talk about traffic in general.
Namely, the traffic itself practically has a zero relevance except when observed in correlation with conversions. In other words, if you can’t make visitors turn into legitimate users, your business is bound for failure.
Furthermore, all the social media marketing, all the good reputation that your website has and all the SEO tools you can possibly use will not help your site become successful if your conversion rates are poor.
The problem might lie in just one of the aspects of your current online marketing strategy, but it might also happen that you’re sticking to some outdated SEO practices without even realizing it. In this light, we’ve decided to take a look at five main reasons why you are not getting conversions despite good traffic on your site, so make sure to keep reading.
1. Annoying Your Users
If you’ve done SEO before, you know that unusually high bounce rates are something most online businesses fear, since they basically mean that visitors are prompted to leave the site before they actually convert.
This is most easily fixed with heat maps and analytics, but it can also be remedied with surveys for users. Furthermore, difficult site navigation, ugly layouts and too many ads with very little useful information are usually very annoying for users, and these can be taken care of with the help of a seasoned web developer working closely with a team of SEO experts who are familiar with your business mission.
If you’re running a small business and don’t think that hiring an SEO agency is a viable option for you at the moment, and if you happen to know some SEO, you can do some of the following:
– Always stick to less is more formula while making sure to segment your website in a clear way.
– Get rid of the pop-ups and the flashy colors.
– Implement content that is easy to read, which will entice your potential customers to take the desired action on your website.
2. Conversion Opportunities
Have you ever wondered whether your visitors actually have a chance to convert?
In most cases, the lack of proper registration forms for visitors also means the lack of conversion opportunities for you.
What you should do here is really take the time to consider conversion options that are most suitable for your business. Perhaps it’s a contact form or a “register” button because you’re running a fitness blog offering a monthly newsletter, or maybe you’re owning an online store where only a purchase of a product from your offer counts as a conversion. Whatever the case might be, we wholeheartedly encourage you to do some website conversion optimization that is appropriate for your online business model.
3. Targeting the Wrong People
You can’t really run an online business that targets everybody on the planet (unless you’re Google or Coca-Cola or something of that caliber). If you try doing that, you’ll immediately suffer low conversion rates caused by wrong targeting.
Namely, content that is too general, as well as an attempt to please everybody, will only drive your visitors away. Instead, try catering to a specific demographic that might be interested in type of services you provide and you’ll see your conversion rates go up.
For instance, if you’re running a cooking blog where you’re sharing new recipes on twice a week basis, you can devise your online marketing strategy around senior female audience. You will rightfully assume that it’s more likely that this particular demographic has time and willingness to cook, which automatically makes them an ideal candidate for your target audience.
Of course, doing an in-depth research will help you back up your assumptions and possibly broaden the audience. From there, you can start tailoring your content strategy, which includes formats, structure, the tone of addressing to target audience and so on and so forth.
4. Distracted Visitors
Having too much content and material on every page can also mean conversion trouble. Instead of overloading your pages with various content, learn how to improve conversions by using Google AdWords Campaign’s machine learning and other sophisticated tools.
Many people believe that the right way to do SEO is by putting as much different stuff both on and off the actual website. And while optimizing a site is a complex process, in some cases, the solution lies in simplicity (Remember the less is more approach we’ve mentioned above?)
5. Improper Exchange
Finally, we’ve come to the reason for low conversions that nobody ever wants to even think about, let alone admit – you’re not getting enough conversions because you’re not offering something appropriate in return for registrations.
If you think about it, it actually makes sense, but not a lot of people will come to this conclusion. In order for someone to register at a website, they need to be offered something of value.
If your e-commerce platform is asking for a user’s money, it has to be ready to offer something in return. Likewise, if your site is asking for information, it must have something the visitor will consider valuable in order to get that conversion.