Some website have a lot of visitors and very few buyers. Some users might be interested in your services or products, yet leave despite this. There are a lot of factors that can be outlined when it comes to understanding what exactly causes this. Of course there are no guarantees, but you can still take actionable steps towards improving your chances of converting visitors more reliably. In this blog, we are going to explore 5 different but common mistakes organizations make when it comes to conversions. This is our second blog on the topic, so you might wanna check out the previous one as well.
One major conversion mistake we have seen with UX especially is the checkout experience. Everything should be easy, the more steps and barriers put between an interested shopper and becoming a paying customer the more likely that user will leave.
Imagine you are in a physical store and you want to buy something. You go to the cashier, but instead of paying right away, you have to fill out a long form, create an account, verify your email, enter a coupon code, choose a shipping method, etc. You might just give up and walk away. The same thing happens online. Use a single-page checkout, offer multiple payment options, allow guest checkout, provide clear instructions and feedback, and minimize distractions.
2. Coming on too strong.
Another mistake that can hurt your conversion rate is being too pushy or aggressive with your visitors. You might think that the more attempts at persuading them the higher the chances of one of them working. But that is rarely the case. Usually, less is more. If you bombard your visitors with too many pop-ups, banners, ads, calls to action, etc., you will likely annoy them or make them feel pressured. They might think that you are desperate or untrustworthy, and they might leave your site without even clicking anything else.
No need to interrupt their browsing experience with intrusive elements. Instead, use gentle nudges and helpful hints to guide them towards your desired action. E.g., you can use social proof, testimonials, reviews, ratings, etc., to show them that other people trust and like your products or services. You can also use scarcity and urgency techniques, such as limited-time offers, discounts, etc. Just do actually follow through with them, do not create fake urgency situations. Rubs people the wrong way, cause its essentially lying.
3. No brand building
Your brand is what sets you apart from your competitors and what makes you memorable and recognizable to your visitors. If your website does not have a clear brand identity, it will look generic or confusing to your visitors. They will not know who you are, what you do, or why they should buy from you.
Use a catchy name, a unique logo, a consistent color scheme, a distinctive voice and tone, etc., to create a memorable impression on your visitors. Also, make sure your website matches your brand promise and delivers on your expectations. E.g., if your brand is about quality and reliability, make sure your website is fast, secure, and easy to use.
4. Insufficient information
Your visitors need to know what they are buying, how it works, what benefits it offers, how much it costs, etc., before they make a purchase decision. If your website does not answer these questions clearly and convincingly, then you should not be surprised when they do not convert.
Use high-quality images, videos, demos, samples, etc., to showcase your products or services in action. Use clear and compelling headlines, subheadings, bullet points, etc., to highlight the features and benefits of your products or services. Use FAQs, testimonials, reviews, etc., to address any common concerns or objections that your visitors might have.
When visitors land on your website, it should be immediately obvious what there is to do here. If your website is too cluttered, confusing, or unfocused, your visitors might not know what action you want them to take. They might wander around aimlessly or bounce off without doing anything.
Which is why you need to: work on your headline to communicate your value proposition. Try to place the main CTA in a prominent place and to highlight its importance. A smooth navigation system helps greatly with this. Also always give them buttons to continue the chain. Avoid dead-ends as much as you can and leave visitors with options to learn more about your organization.