Managing a website is difficult, which is why even the most diligent business owners and webmasters have issues on their sites from time to time. These issues can range from technical glitches with clear fixes to overarching strategy or methodology issues with confusing and complex solutions. Regardless of the magnitude, however, these glitches can hider conversions. So what are the most common issues?
1. Landing Page Assumptions
Many websites have important information showcased on their homepages – a value proposition, current promotions, guarantees, contact information, etc. This is not a bad thing by any means. However, when this information is only contained on the homepage and not reiterated elsewhere on the site, visitors have to either land on the homepage initially, or visit the homepage during their time on the site.
Including your most important information in template elements like your header, or navigation menu is a good way to ensure that visitors will see it no matter which page they enter on when they arrive at your site. Obviously, you do not want to clutter these areas, so being judicious with what you choose to include is important. Some information (like a phone number or promotional code) is better suited to being used in these areas than other information (like a company history or owner biography). For information that is too long for a header or nav menu, separate site pages can be created to feature this information.
2. Missing Call-to-Action (CTA)
Once you have done the hard work to get the traffic to your site, you need to let visitors know what you want them to do next – where to go, what to look at, why they should care, etc. Sites without an effective call-to-action (CTA) leave visitors to find their own way around the site, which can frustrate new visitors and discourage them from converting. This is why it is so important to direct visitors and link internally on your site, wherever possible, to keep them moving in a logical way on your site. This is called the conversion funnel and the ultimate goal is to ensure that visitors get their questions answered, find what they are looking for efficiently and convert into a sale or lead for your business.
3. Outdated Information
Sites with numerous pages tend to have outdated content hiding on some of these pages, which is a turn off for visitors. As a site owner, doing a regular sweep of your site to find any old coupon codes, shipping details, holiday hours information, etc. that may be lurking on lesser used pages is important. While a website owner may not be looking at his or her site every day, visitors are and they are making decisions based on the information that they are receiving. Visitors assume that what they read on a company’s site is accurate, so if they receive incorrect information, it is likely to hurt their perception of your brand and dissuade them from doing business with you in the future.
4. Checkout Friction
Once a visitor is ready to checkout or signup, you do not want to do anything to slow them down because this is easy to lose them. One-page checkouts have become very popular over the last few years for this very reason. As a general rule of thumb, you should reduce any checkout friction by only asking for the personal information you absolutely need. Many business owners want to try to collect data from shoppers, so they may embed surveys in their checkout process or ask questions like “How did you hear about us?” or “When is your birthday?” Those types of things are all asked with the best intentions in mind, but they slow down the purchase and can scare people away. Studies show that the sites that convert the best ask for the least amount of information – usually just bare bones billing and shipping information.
Unsure about your website? Contact the Netrix Digital Marketing team to find out where your site could be improved and how we can help!