There is nothing worse than having a website for your business that doesn’t make you any money, or a website that could be making you more money than it is. This is why I’ve written this post on 6 reasons why your website is not converting sales so you can see if there’s areas you can work on to improve your conversion rates.
If you’re not sure if your website is reaching it’s maximum conversion potential or not, you can check this in a few different ways.
How to check if your website is converting sales
1. Check your bounce rate in Google Analytics. Your bounce rate is the percentage of users who landed on that page and then left your site completely rather than continuing to another page on your website. Anything over 70% is considered to be too high.
Ideally you want to work towards 50% and under, but depending on how your website works you may see a higher bounce rate than that but still be quite successful. For example, if your product or service pages go to an external service for payments or bookings.
2. Check your user’s behaviour flow on Google Analytics. If people are working through your sales pages and not completing the journey, then you need to review where they are dropping off.
Let’s look at what some of those reasons might be.
6 Reasons Why Your Website Is Not Converting Sales
I’ve rounded up the 6 reasons why your website is not converting sales that I think are the most applicable to all websites, whether you’re product or service based.
These tips are the best place to start when looking improve how much money you’re making from your business and working on them will 100% improve your conversion rate.
Lack of call to action
This one is SO IMPORTANT.
Once your visitor has read about all the great reasons to work with you or buy your product, where are you sending them next?
Do they just get to the end of the page and have to figure it out for themselves? Your chancing of converting will be far less if that’s the case.
You need to make sure your website is full of relevant call to actions that take your visitor to the next step after visiting that page. Ideally to book a service or buy a product, or to the next step of your user journey if they’re not quite at that point yet.
Take a look at your homepage.
Do you direct your visitors on where to go next?
These directions should naturally lead on from the content your visitor has just read and encourage them to click.
Here’s a small list of my favourite call to actions:
- “Book Now/Buy Now”
- “Let’s Work Together”
- “Start Here”
- “Get Instant Access”
I like to use a mixture of buttons and text links for call to actions because they work for different kinds of visitors and content.
A button works great if you’ve reached a logical end of your paragraph and want your visitor to move on to another page. Links work better if you’ve got more to say but what you’ve said so far could be enough to convince them to move on in their customer journey.
There’s not enough information
Your website is the most valuable tool in your digital marketing tool kit, so your website needs to give visitors all the information they need to decide to work with or buy from you.
It’s not enough to have a few pictures, basic product pages or a small list of services and call it a day. Or even worse, just a booking form! It’s not enough! Your website needs to sell for you with great design, engaging copy and pictures that showcase your products or services.
Check out my blog post on 5 Pages That Every Business Website Needs for inspiration on pages and content you can add to your toolkit and encourage conversions.
Your website looks out of date
If your website design is more than a couple of years old then there’s a chance your design may be looking a little dated. An old looking website doesn’t build trust with your visitors who will be looking for up to date information on your business.
See my web design inspiration Pinterest board for examples of current web design trends to compare your website design to.
Your design should have lots of white space, high resolution images, a consistent colour palette, make use of grids and look just as good on mobile devices.
Don’t panic if you love your web design but think it might be a tad out of date, there’s plenty of options to give your existing design a refresh if you don’t want a brand new design.
And if it’s time for a new design that works to make you money? Get in touch and let’s talk about creating you a gorgeous new website design that converts for your business.
Your design isn’t mobile friendly
It’s estimated that around 52% of all internet traffic is on mobile which means it’s more important than ever to have a mobile friendly design.
When was the last time you went through your website on your phone or tablet to see how it looks? Do it now!
Is it delivering your content as it should be?
Are some of the design elements all over the place?
Can visitors easily navigate to your services/product pages?
How do they contact you/buy? Is it obvious?
As mobile and tablet users see less of your website on the screen than those on desktop, you need to ensure you’re maximising the space you have with the right design and content elements in place.
There’s TOO MUCH information
Yes, having valuable and informative content on your website is important, but you can have too much of a good thing.
We’re living in a world where people want information right now and they don’t have time for long, descriptive paragraphs about how great your product is. It’s sad but true. They want to know what your product or services is going to do to improve their life or business and then they want to commit.
Look through your website content and ask yourself “Does this need to be here? What value is it adding?”
Once you’ve had a cull of your existing copy, work on on creating powerful headlines, direct, persusaive copy and call to actions to close the sale. That’s all you need! Loop back to the not enough information point if you think you’ve culled your copy a little too much after this ;).
Your website is too slow
Google classes a slow loading website as anything over 3 seconds.
If your website takes longer than this to load then you’re risking visitors becoming fed up of waiting or getting distracted and moving on from your website.
You can check your site speed on a free service like Pingdom to see what’s going on. It’s worth checking your services/product pages here too in case they have a different load speed because your whole website needs to be up to scratch.
There’s a few things you can do to immediately speed up a slow website but you might find it’s something more serious like your design or content causing the slow loading speed. If that’s the case I recommend contacting a web designer to assess the issue and help you put it right.
Psst… Site speed is also super important for SEO so you’ve got to prioritise this!
Phew, there’s quite a lot to work through there! Hopefully you’ve found some steps in this post that you can take to improve your website conversion rates. Drop me a DM and let me know if you found this guide useful!