In the world of digital business, it is often stated that online traffic is king. In reality, though, web visits count for very little if they do not subsequently become customers. Conversions are the true barometer of online success, and you must not underestimate it for a second.
So, if you’re getting website visitors but not enough sales, now is the time to address this issue. Here are some of the most common reasons, along with how to overcome them.
#1. It’s the wrong traffic
It’s very easy to get caught up in the pursuit of numbers alone. However, if you are attracting clicks from people that will never convert, the figures are redundant. If a butcher’s website only gets traffic from vegetarians, their marketing strategies will not yield a positive ROI.
Understanding your place in the market is essential. It could mean targeting customers from the right financial background, age group, or location. Ultimately, it’s better to get 10,000 hits from people that fall into your demographic than 20,000 from outside audiences.
Accepting the fact that only a small number of brands have universal appeal won’t just boost conversions. It will allow you to target paid ads specifically to those audiences, which will make your budget work far harder too.
#2. The branding isn’t exciting enough
Consumers start to form an opinion of your brand within seconds of interacting with it. Likewise, they will judge your website before they’ve even looked at the content in detail. If your branding elements don’t capture the imagination right away, it will show.
If your brand imagery isn’t in high resolution, it will put some people off. Likewise, you want their eyes to be drawn straight to the most important features. Understanding the importance of above the fold versus below the fold is also crucial. Particularly for landing pages.
The right color scheme and layout won’t necessarily guarantee a sale. Conversely, though, when you set a bad first impression, consumers will take their custom elsewhere. Once they do, it will prove very difficult to win them back.
#3. Your site’s UX isn’t good enough
Consumers are spending more money online than ever before. However, their demand for high-quality customer experiences is also at an all-time high. If a website is slow, hard to navigate, or poorly presented on a device, conversion rates will suffer.
The only way to combat this is to put yourself in the consumer’s shoes to understand their pain points. This remote unmoderated usability testing guide will point you in the right direction. When done right, you’ll know exactly where your site is falling short in no time.
Everyone knows that a good website won’t accomplish anything if your products are inadequate. However, the harsh reality is that the inverse statement is equally true. Use the data to make changes to the framework, loading speeds, and navigation. You won’t regret it.
#4. No urgency
Consumers have always wanted value for money, but they are arguably even more focused on it following the pandemic. Therefore, they will continue to place obstacles between themselves and completing a purchase. Forcing them to make a decision is advised.
Introducing a sense of urgency can be achieved in many ways. Nonetheless, timed promotions are shown to be the most effective. In addition to added value, it establishes the fear of missing out. It is likely to result in far shorter paths to conversion.
The marketing scheme won’t convince every user to buy. However, some of those that resist the temptation will come back at a later date. As for those that don’t, they weren’t likely to become customers anyway.
#5. Payment options are limited
Your online platform is essentially a 24/7 store that is also open to global audience. Sadly, if customers are unable to complete their purchases, your sales will suffer. It would be the same as telling a percentage of customers in a brick-and-mortar store to get out.
Therefore, it is important to choose a suitable payment processing solution. Accepting credit cards, PayPal, and other popular options will give you the best shot at always securing the sale. If your company sells big items, repayment plans can be offered.
The ability to pay off the account over several months may stop you losing a sale at the last hurdle. If you do plan to take this route, though, you must implement credit checking facilities. Otherwise, bad debt could become a problem.
#6. Trust issues circle overhead
Web users are increasingly worried about their data. When some of the biggest companies on the planet fall for cyberattacks, it makes people extra cautious about using SMEs. After all, your cybersecurity facilities are naturally less robust.
Thankfully, it is still possible to master cybersecurity with this guide. Prevention is always the best form of protection against breaches. This is why your entire team must be trained against phishing and ransomware. The vast majority of breaches are from human error.
The concept of promoting trust should not be limited to cybersecurity, though. Making contact details, returns policies, and other data easily accessed is vital. If it looks like you’re trying to hide something, the red flags will wave.
#7. Poor follow-ups
It is suggested that the average person requires seven interactions with the brand to complete a sale. So, you need visitors to check back regularly to gain converted sales. A blog or vlog can give consumers a reason to keep coming back for more.
However, personalization is another key factor. As such, you must do your best to use online forms in an engaging manner. Once a visitor has signed up to newsletters and communications, you can use automated email streams to generate sales. Easy.
The key is to ensure that all communications feel personalized to the user. It could be simple ideas like inputting their name or sending birthday e-greetings. With data-driven insights and analysis, you should be able to tailor the interactions. And predict behavior patterns
The Final Word
Tracking web traffic is still important. But breaking down the barriers that stop them from converting to sales should be the priority at all times. Do not forget it.