Why Your Website May Not Be Converting
You have designed your website very well with an attractive appearance, you have adhered all to the SEO standards and therefore it is well ranked amongst the major search engines, but something is still amiss with it. It just isn’t recording the conversions at a rate that is worth your input. So what could be some of the reasons contributing to this abnormality?
1. Lack of a USP
The USP is your unique selling point, and it is basically what differentiates you from your competitors. Come on, every Dick or Harry can say “We sell the best memory disks for computers,” and that is anything but a USP. The truth is, very many people do not know the USPs for their respective businesses, but the interesting bit is that every business has one. It is just that you haven’t found it.
If your USP lies in your customer service, go ahead and explain to your customers the uniqueness of the customer care in details. If it is in the products themselves, say why the client can’t get similar products anywhere else. And if it is because you run a family business, explain to them why yours is different. The point is, let your visitors clearly know your USP.
2. Writing Content for SEO Rather than for the Clients
This is the greatest mistake that many people make. Even Google advices that when writing content for your website, you should have the reader in mind and not just focusing on the search engine ranking. That way, you are able to communicate efficiently.
Content that is focused on the visitor will be simple to understand without any ambiguities, easy to read (consider the fact that reading from a computer screen is more difficult that reading printed text), and short without any fluff.
3. Being too Rigid
Rigidity entails a host of very many mistakes. First, you make the assumption that you are always right, and therefore do not take any criticisms from the clients. Secondly, you force users to have accounts so that they can shop online. Imagine if one wanted to shop online for nearly all their home products, how many online accounts will someone need? Therefore, do not let your site be part of this stumbling block. Thirdly, do not be quick to jump to conclusions.
4. Lack of Real-time Support
For many online shoppers, they want immediate clarifications about the products they want to buy whenever they have doubts. Combine online information with stand-by customer support on call or on chat, 24/7.
5. Lack of Audience Understanding
In the same way you can’t sell meat to a strict vegetarian, so is the case with online shopping. Know your audience well.
Emily is a blogger and a contributing writer for Invesp, a company that works with clients to help them develop effective conversion optimization techniques by improving overall user experience, starting with crafting a landing page design that converts potential clients into loyal customers.