Is your website not delivering the sales you expect?
Don’t panic! Usually, the problem isn’t with what your website is offering, but the ability to generate significant traffic to your site in the first place.
Think about it. You could be giving away all-inclusive trips to the Bahamas, but if nobody with intent is seeing your offer, you’re wasting your time.
This is usually because of the way in which your product/ service is being marketed. If there is no clear message with an easy to reach contact form, you can wave your conversions bye-bye.
If this sounds familiar, read our tips below on how to troubleshoot your website and ensure it captures sales the way it’s supposed to.
Generating relevant traffic
To see a better conversion rate from your website, you need to drive your prospects to it.
This can take a lot of time and resources, but the return will be worth it in the end.
You could opt for some organic traffic through SEO (Search Engine Optimisation) and social media, or if you have the budget, paid traffic through ads and Pay-Per-Click (PPC) campaigns.
Whichever route you take, it’s important to remember that the main thing is generating qualified traffic. You don’t want to get bogged down with a bunch of tyre-kickers that have no intention to buy.
Instead, your energy should be focused on your legitimate prospects.
This might sound like a minefield, but keeping tabs on who’s interested and who’s not is easier than you think.
All you have to do is monitor your website visitors’ engagement. You can do this through free tools such as Google Analytics, or more detailed platforms such as CANDDi.
From here, you can check which pages your visitors are landing on most frequently. Is it your products page? Pricing page? Company blog?
Either way, you’ll be able to identify trends that suggest commercial intent. For example, if someone spends a while looking at your pricing packages and features, there’s a pretty good chance they want to know more. If they’re just passing an hour reading your blog posts, the chances aren’t so high.
So how do you generate this legitimate traffic?
You need to focus on what your qualified visitors want and need, which will give you a clear indication of what you can improve on your website. If they like a certain type of content, keep on making it!
You might be already smashing the right type of content, but is it being shared across the right platforms?
Would videos be more effective? Is there a demand for downloadable e-books or other collateral?
Ultimately, your website needs to provide the kind of content your customers are searching for in order to push them to that buying decision.
Strong call to actions
Your leads don’t land on your website by accident. If they’re snooping around online, it’s because they’re looking for something in particular.
So when your customers aren’t converting, it’s because they haven’t been offered, or can’t seem to find what they’re after. As a result, they won’t be motivated to take action.
You’re not alone in this! Most website’s conversion goals are muddied. Nobody wants to come across to blunt, but there’s no sentiment in business after all!
Here’s how to pick the right messaging for your business.
If you’re service-based, you need to let your customers know that you understand their pain, and have a means of fixing it. This needs to be conveyed in a manner that makes sense even if they know nothing about your business and what you have to offer.
This also needs to be as pain free as possible. Give them a clear route to a buying decision, whether that’s some sort of trial period or contact form so that they understand the next steps.
If you’re more product-based, you need to showcase why you’re the perfect alternative against your competitors.
A good way to do this is visually. Interactive images and videos can be useful, as well as testimonials to back up your claims.
Don’t forget about all of the technical and practical information too. People want to gain a certain level of trust and understanding before they splash out on something new. If they’re only half sure on what it is you’re offering, you’ve lost them.
Minimise bounce rate
At the end of the day, you don’t want someone to enter your website and leave without making any sort of action. Whether it’s a purchase or an enquiry, each activity online is precious.
That’s why it’s important to install certain marketing techniques to minimise a visitor’s exit strategy.
One of the things you can do to mitigate this is install a live chat app onto your website. Giving people a place to reach out to when they’re struggling to understand your concepts or can’t find what they’re looking for gives you a good opportunity to direct them to where they need to be.
They’re also a great lead magnet. Once someone has made an enquiry, you’ll have their details available for further follow-ups if you see no action has been taken.
It’s a good way of building a relationship too. They’re a bit more personal than the generic ‘meet the team’ page or ‘about us’ story.
Similarly, if you notice that your website visitors seem to be running into the same problems, this indicates an issue on your website that needs to be addressed.
Another interesting tool to use is an exit pop-up. This is a type of popup that appears when someone moves to the little ‘x’ icon of their browser to leave your site.
You can use these pop-ups tactically to entice visitors with an offer to make them stay. This could include a discount code, downloadable resource or access to training/webinars.
Just because someone is ready to leave your site, doesn’t mean you’ve failed massively. They might just not be in a position to make a purchase just yet. By offering something that’s free and of added-value, you can start to prove yourselves to your customers in a way that’s low-risk to them and their wallets.
Our CANDDi Capture is perfect for the occasions, as you can tailor them however you see fit. The possibilities are quite literally endless!
Do you want to pop-up for people on their 3rd visit? No problem. What about if they’re browsing from Germany? Sure. Want to catch them on your demo page? We can do that!
The more bespoke you make the user experience, the more likely your leads are to convert. Particularly with CANDDi Capture, they can boost your conversions by 400%!
Reach out to the team today at firstname.lastname@example.org and see how we can help transform your website.