Does your website get a lot of visitors that seem to disappear before signing up for emails or buying a product? If you struggle to convert visitors into buyers, there are several possible reasons. This guide highlights the most common mistakes and offers ideas to help you improve website conversions.

There are millions of websites out there, and competition is fierce. Today, consumers want results instantly, and they expect to be able to achieve their objective with minimal fuss. With this in mind, here are a some reasons why your website might be struggling to convert visitors:

Mistake #1: Slow-loading pages

People don’t have the time or the patience to hang around waiting for pages to load or images and video clips to appear. If it takes an age for your site to deliver, you might find that visitors go elsewhere. Research suggests that over 55% of web users spend less than 15 seconds on a web page.

Mistake #2: Not mobile-friendly

If your website isn’t mobile-friendly, you could be missing out on the opportunity to capitalise on a rapidly growing audience. More than 50% of web traffic is generated through phones and tablets. Make sure your site is accessible through all devices. You could also enhance the customer experience for users on the go by creating an app.

Mistake #3: Lack of information about the company and the benefits it offers

Especially when making a large purchase, web users visit sites to learn more about the businesses before making a buying decision. It can be their first impression, and if they can’t easily learn about how you’re going to make their life better, they’ll most probably leave. It’s effective to highlight benefits on the home page, include an about us page outlining your credentials. Have a FAQs section or chat feature just in case people have questions. You should also outline your unique selling points and make customers aware of why you’re different and why they should choose you over your competition.

Mistake #4: No clear calls to action

Using calls to action is one of the best ways to improve conversion rates. People often don’t assume that you want their business. If there is nothing inviting them to contact you or buy something, they can feel that you aren’t open to contact or willing to help them out. Use clear calls to action to motivate your web users on every page. You might get some ideas from the Crazy Eggs article, Increase Clicks with these 12 Call-to-Action Phrases.

Mistake #5: A complex or time-consuming purchase process

Consumers have become accustomed to buying products or services in a matter of seconds over the internet. If you’re in a hurry, you want to find an item, add to your cart and pay in a manner that is easy and smooth. If the process is long-winded or convoluted, people will lose patience. Try and avoid complicated forms and numerous steps. Make sure your site is slick and easy to use.

If you’ve been struggling to get your website visitors to take the next step along the sales funnel, hopefully, you’ll find one or more of these tips helpful. Avoid the mistakes many business websites are making. If you aim for a pleasant and painless user experience, you will find you can convert visitors into buyers like never before.

Carolyn Wilson
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