For most entrepreneurs, there aren’t many things more frustrating than steady website traffic that doesn’t turn into customers. Generating traffic is a task in itself, so when the website visitors leave without converting, business owners frantically try to figure out why.
There are countless factors that could be contributing to why visitors aren’t purchasing from your site. Web design, load time, bad mobile view, incompatibility with certain browsers, and more. User experience is an incredibly important component of your website.
These negative attributes are normally easy to spot, and if your website is suffering from one of them, it is best not to put off fixing it. What may seem like a small technological issue to you can make browsing your site incredibly difficult for visitors.
Other than design and user experience issues, there are a variety of less apparent reasons why your website might not be making sales. It isn’t always easy to determine exactly what about your website isn’t working. However, if you keep these tips in mind, you’ll be on your way to having a regularly converting website in no time.
1. Complicated Checkout
Attention spans are shorter than ever, and no one wants to be inconvenienced while being asked to spend money. An overly complex checkout process can reduce the rest of your funnel to insignificance at the very last step.
Also, what you find simple and clear to understand may be confusing or a hassle to your customers. Being forced to register an account, excessively long forms, and too many options are all examples of an unnecessarily complicated checkout process.
2. Bad Copy
Your website’s copy is one of the most vital parts of your company’s public image. It’s how you build trust with your customers, communicate with them, and most important — how you persuade them. If your call to action (CTA) is unclear or nonexistent, then visitors won’t be certain of what they should do next.
Again, keeping customers’ attention is harder than ever these days. The few seconds a customer spends scrolling your site to find the next action you want them to take can cost you a sale. Make sure your copy is clear, concise, and intentional.
3. Vague Product Descriptions
ECommerce is heavily reliant on copy, as stated above. Your product descriptions may be the last thing you think of when it comes to issues with your website, but don’t be so quick to write them off.
Your customers are interested in your product, but they still need to be charmed into buying. If they aren’t getting enough information in the description, then it is highly unlikely they will proceed to checkout. When you write your product descriptions, try to speak directly to the customer without being too lengthy.
Getting customers to purchase from your site isn’t an exact science, but it’s close. If you remember these tips and consistently analyze your metrics, your conversion problem won’t last for long.