The traffic on your website is the foundation of any successful business. But what good does traffic do if it doesn't convert to actual revenue? Consider this: You sell food outside a busy office building. There are hundreds of people that pass in and out of the building. But if everyone is bypassing you to go eat at the nearby Subway, you are doing something wrong. This concept applies to conversion rates for your small business website. Some of the fixes for this problem are easy and simple, others more complex. And if these simple fixes translate to improved conversions, isn't it worth your time?
There are a couple of common mistakes you might be making when it comes to your website. These mistakes are impacting your conversion rates and costing you much-needed revenue. Below are some tips for helping you increase your conversion rates:
Mistake #1: Too much text, not enough pictures
People's attention span online is short. They can easily lose interest or just give up. Using images to break up long blocks of text is a great way to hold the user's attention. According to WebStream.com, pictures can improve conversion rates. "Adding an image to your page can increase website conversion rates. Especially in a page dominated primarily by text, an image or two is a great way to break up content and keep visitors engaged. Just make sure you don’t overload a visitor with too many images-you don’t want them to be distracted or your page to feel cluttered." If you have an e-commerce site, be sure to include a lot of pictures of whatever product(s) you are selling because customers enjoy seeing pictures of what they can purchase.
Mistake #2: Wasting time
Optimizing your conversion rates could take up a lot of your time if you let it. It is easy to spend time and money testing all the changes you make. But ultimately, it is not a good idea to waste too much time on the smaller things. You want to make sure your conversion rate optimization's tweaks have a big impact. You can change the size of your buttons on your website so they are more prominent instead of deciding between two different fonts. Make only those big impact changes that require a small amount of time.
Mistake #3: Too many Calls-To-Action
If you give your user too many options for calls to action, they will get overwhelmed and confused. According to Jacob Gube of The Next Web, if you have, 'Sign up for a free trial’, ‘Watch a video’, and ‘Learn more’ buttons/links side by side, a visitor is bound to get perplexed about which one to choose." This has proved to be true. Too many choices leaves the user feeling like they don't want to pick anything at all. Sometimes people don't actually know what they want. Guiding them closer to a possible solution to a problem they have can be much more effective than giving them 4 options.
Mistake #4: Not providing a guide on how to fill out forms
It might surprise you to learn that people don't necessarily know how to fill out a credit card payment form online. There are so many different forms out there. Some don't ask for a customer name, while others ask for tons of detailed information. When choosing your payment forms, make sure yours are clear and can be filled out quickly. Eliminate the fields that aren't necessary. If your customer can't easily figure out what need to be filled out, they will click off your site and leave items in their shopping cart. It is common for a business owner to assume that customers will know how to fill out basic forms but that is not always the case. Providing, for example, a link next to the area code field with lists of area names/zip codes, might help customers. You want to make sure they finish their purchase and don't get frustrated.
Mistake #5: Too many drop-off points
When a customer is checking out, there oftentimes are many places along the way where they can just give up and drop out. Sean Ellis of MarketingProfs.com says, "Tackle the pages in your funnel that have the most drop-off. Armed with analytics and insights, you should have some hypotheses about what could improve those metrics. Review those pages and ask yourself whether the messaging, content and promise of the page align with the intent of the user who visited that page."
Eliminating the drop-off points on your website can be an effective way to improve your conversion rate. Using analytical tools to identify those drop-off points is the best step. Once you see where your customers are losing interested along the way, you can address the page elements. You might need to optimize your source of inbound traffic and read feedback from actual customers about their check-out experience. Analyze whether any core value propositions that are positively impacting your users are clearly communicated on your website. Optimizing the flow of the check-out process can improve your overall conversion rates.