For the uninitiated, the conversion rate of a website is simply the percentage of visitors who take a desired action on the site. Converted visitors might complete an online form, call the business or make a purchase.
A low conversion rate means that the site is not performing to its optimum ability and it can be caused by several factors. None of these should be caused by the site itself and some can be easily avoided with awareness of UX (user experience) on your website.
Here’s five mistakes that are made regularly in modern websites:
Massive Media Files
Although the NBN is making the internet slightly faster across most of Australia, not everyone has access to a speedy connection with a large download limit. When adding media such as images, sound files, documents and video, be sure to optimise these files so they are an acceptable size for all visitors to your website to download or access.
Hidden Call to Actions
Make it blaringly obvious to your website visitors exactly how you want them to interact with your business.
Don’t hide purchase buttons, make content easy to find and ensure that enquiry forms are accessible with a minimum of searching. Put these items where your customers can expect to find them.
If you are not sure, go and look at other websites to see what is working for them.
Optimising your site for Google is a hard task and it can be tempting to add content purely to push that all important ranking up in search results. Keyword stuffing, hidden links and unnatural anchor text are a few examples of content manipulation that Google frowns upon.
Not only are you risking total removal from Google if you are caught using these content malpractices but the resulting text can be confusing for your site visitors too. Write for your target audience with the correct SEO practices and you will keep Google happy at the same time.
Music when the page loads
Might have been cool in the early 00’s but now it’s an instant page turn-off – just don’t do it.
In my view, there is nothing more annoying than arriving at a website and then, before you can view anything, you are hit with a pop-up window. The goal of a pop-up is to “harvest” email addresses for mailing lists, and the windows works to a degree, but how many site visitors see this intrusion as a red flag and leave the site as a result?
If you are using immediate pop-ups and you have a high bounce rate on the front page of your website, this may be the cause. Try using a less intrusive pop-up on your site (maybe in the corner of the screen) or change the timing so the pop-up appears after a set-time. Another popular alternative is to use a pop-up window as a site visitor tries to leave your website.
There are four key items that are essential to the success of any small business website: content, speed, ease-of-use and an awareness of your target audience. By keeping those items front-of-mind at all times, you should be able to enjoy a high conversion from your site to your business.
Importantly, track your statistics using whatever methods are available (Google Analytics is a champ at this) and, if your site fails to convert, check it against the mistakes above and make the necessary changes. By making consistent tracking part of your website routine, your website can become a major marketing asset for your business.