Struggling to improve your conversion rate? Five reasons why

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Date: 10 February 2021

Chess pieces move towards the point of being a customer

Do you have a great product but find you're struggling to convert? If your answer is yes, you're not alone. Only 22% of business owners report that they are satisfied with their conversion rate.

The fact of the matter is it really doesn't matter how amazing your product or service is. If one or more aspects of your funnel aren't working as they should, then your conversions will suffer as a result.

Fortunately, the most common causes of a low conversion rate are usually easy to fix. The tricky part is figuring out where you're going wrong so you can diagnose the issue and put steps in place to remedy it. On that note, here are five things that could be negatively impacting your conversions.

Your CTAs aren't cutting the mustard

Your call to action is one of the most critical features on your landing page. After all, this is the element where you are instructing the visitor on what you want them to do next. So, what could possibly go wrong with your CTA? It's just a simple instruction, right?

Wrong. You would be surprised how easy it is to make a hash of your CTA, sabotaging your conversions in the process. Here are some of the main errors to watch out for:

  • a generic CTA that doesn't stand out, such as "Click Here," "Buy Now," or "Sign Up."
  • CTAs that are hard to find on the page or are too small
  • offensive colour schemes
  • difficult to read font
  • a CTA that asks for money before providing value (more on this in the next point)
  • CTA not optimised for mobile devices

So how do you write a killer CTA?

Your value proposition isn't clear

Making sales/conversions is all about perceived value. If the visitor perceives your offer to be of a high value, they will convert; if they don't, they won't. It really is that simple.

However, you need to make sure that your value proposition is clear when it comes to conversion optimisation. People want to know why they need your product and what problem it is going to solve. If your landing page fails to point out the value you aim to deliver, then you can kiss that conversion goodbye.

So how do you fix this? Well, first and foremost, you make it abundantly clear what your UVP (unique value proposition) is. Communicate who you are and why you do business in a short and succinct phrase that clearly highlights your service's benefits.

Ideally, you want to position yourself as the only business that can solve your customer's problems.

Your copy is underwhelming

Getting someone to arrive at your landing page is one thing; the hard part is convincing them to hand over their hard-earned cash or sign up for your service. The only way you can do that is with your words.

There's a reason why copywriters are awarded handsomely for their work - it's hard! If your copy is mediocre or misses the mark, it will be tough to persuade your visitors to convert. Here are some of the main mistakes to avoid:

  • the copy is not written with your audience in mind (too high or too low level)
  • spelling and grammatical errors
  • no effort to build rapport
  • the copy is generic and boring

Your copy should tell a story that resonates with your audience. Here's what you need to do:

  • build familiarity
  • create relatability
  • keep it simple and coherent
  • focus on the value
  • create agency and write persuasively 
  • keep it interesting

If you're finding it difficult to come up with good copy for your landing page, you should consider hiring a professional copywriter to improve conversions.

Your landing page has too many options

As we touched upon earlier, simplicity is the key to high conversions. If you bombard the visitor with too many options, you're relying on pure luck that they end up converting. Don't make people jump through hoops to complete your actions. The fewer steps there are in the chain, the better.

Russ Ruffino, CEO of Clients on Demand, highlights the importance of creating simplicity for visitors on your landing page:

"You should only have one link to click on the whole page. Most web pages provide a navigation bar and lots of different paths for visitors to follow. Good landing pages are designed to get visitors to do only one thing. That one thing could be purchasing a product, providing an email address, or signing up to a webinar," says Russ Ruffino CEO of Clients on Demand.

Lack of social proof

Imagine you're walking down the street looking for a place to eat and you have two restaurants to choose from. One of them is completely empty, where the other is full of happy-looking customers with delicious food on their plates. Which one are you going to pick?

If you're like most people, you would probably pick the one with all the happy customers. That's exactly what social proof is.

Let's say you have a perfectly crafted landing page - the copy is on point, the CTA is great, and the value proposition is perfectly laid out. However, people will still be highly reluctant to purchase if they can't see any social proof that your product/service is any good.

It's the age-old social psychology concept - the bandwagon. People are much more likely to perform an action if other people are doing it. It's one of the most basic motivating forces behind your visitor's buying impulses, which is why you need to display happy customer testimonials and client reviews on your page.

It builds trust with your visitors, validates, and simplifies the customers buying decisions, and adds credibility to your brand and your product.

Copyright 2021. Featured post made possible by Jeff Broth

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