A lot of marketing efforts are often measured on the conversions and sales they bring to the business.
Many times, a marketing team can do multiple things right and yet lack conversions and sales opportunities for their business, and they would be tagged as inefficient or not worth the effort.
If you have ever faced such situations, you’d definitely not want to face it again, and finding a way out of it is easy too.
In this post, we will find out eight deadly mistakes that are killing your website conversions even though you are putting in enough effort. So let’s get started going through the mistakes one by one.
8 Deadly Mistakes Are Killing Your Website Conversions
1. Slow Loading Pages
Nothing turns off visitors like a form or page that takes an eternity to load. According to research, the majority of your visitors anticipate your website to load in 2 seconds or less. Many of them will disappear if it takes longer than that.
The time it takes for your landing page to load is essential since it has a direct influence on conversion rates. As previously stated, every one-second delay in page load time can result in massive annual losses for eCommerce enterprises. Along with the speed the design of the landing page is also important as designing is a crucial factor in a website, an attractive design can turn visitors into potential customers. Both design and the page speed should go hand in hand in order to increase the conversion in a website
If you believe your conversion rates are poor due to slow loading times, utilize Google PageSpeed insights to investigate. The tool will help you identify the elements on your page that take a long time to load across devices. Once you know that, you can fix the slow loading areas of the website and regain the necessary loading time and lost customers.
2. Confusing Headlines
Just as the name shows, a headline is the first thing a visitor will notice once your webpage loads. Confusing headlines can do more damage to conversion rates than the benefits a good headline can ever provide.
As a business owner, you should not make the mistake of putting up confusing headlines on the pages. If a headline looks confusing to you, it is likely that it will be even more confusing to the visitors. Think from the visitor's perspective while writing headlines, and you'll never make this mistake. Always write headlines by imagining that a person does not know anything about your business, and your headline is the only thing that can help them understand the offering quickly.
3. Complex Navigation
There are visitors who come to your website for the first time, and they expect the website to be easy to navigate. By providing seamless navigation you can increase conversions sharply, and if you choose to ignore this, the conversion rates can decrease sharply too.
Many designers and developers make the website difficult to navigate in pursuit of making high-quality and out of the box websites with new designs and tech stack. A visitor will not be impressed by the tech stack that powers the website. Instead, their main focus will be the navigation that you provide.
If the navigation across the entire website is not easy and streamlined, it is hard for the visitor to find things that they are interested in, and this increases their chances of abandoning the transaction.
4. Not Being Trustworthy
It is critical to establish credibility right away. Don’t let visitors doubt your company, and the business you do. Provide them with evidence as soon as possible by using badges and accreditation related to your industry that indicate you're a trustworthy business.
People only buy from companies they can rely on. Some of the most essential trust signals on your page are testimonials, reviews, social media followers, and comments.
Knowing that others have done business with you in the past and reading their feedback helps lessen fear and create confidence. Prepare to suffer with poor conversion rates if you don't use some of these.
5. Irrelevant Links
Having broken links is acceptable sometimes, but having irrelevant links on your business websites is very bad for your conversions. You should always try to keep links that are relevant to get the conversion rate higher.
For example, when you are marketing a product somewhere on the internet, you should provide the product's link on your website rather than just giving the homepage link. If you provide the homepage link, it is irrelevant for the person who's looking to buy the product, and it also increases his work of navigating through your website to find the product. It is very easy for a user to abandon the purchase in such scenarios, and your conversion rate will be affected significantly.
You should use the homepage link only when there's a close relationship between the product you are marketing and the homepage. It is sometimes acceptable to provide your homepage link, but not every time, as it just increases the user's work. If that's not the case, you should not make the mistake of providing home page links under product promotions.
6. Wrong Target Audience
One of the deadliest mistakes a content marketing team can make is choosing the wrong target audience. A target audience for any campaign is a group of individuals who satisfy specific criteria and are more likely to take action when the product is presented to them.
With the wrong target audience as a base, no matter how many efforts you make, the conversion rates will be minimal. Hence, don’t make the mistake of choosing the wrong target audience for your marketing campaigns, and you’ll be fine.
7. Focusing Too Much on the Features
While selling products, many marketers try to focus more on the product's features than the actual benefits it provides. More conversions happen when you show the benefits of your product to the customer clearly rather than giving out plain information that users have to connect and make sense from the bullet points.
If your product does not solve the visitor’s problem, there is a very low chance that visitors will buy it. Moreover, you may solve all the pain points of a customer, but if you don't show them directly, they'll hardly grasp it.
Hence, while looking for more conversions, always create a balance between providing enough information about the product and also showing the direct benefits.
8. Not Giving Price Comparisons
As humans, we love to make comparisons in everything. Whether it is about buying a product online or looking for anything else, we are always looking for comparisons in pricing, features, etc.
If you sell a product and have multiple variations of that product in your inventory, providing price comparisons is excellent. Not doing so restricts the visitor’s options, and they often bounce around the web looking for comparisons and end up buying products from somewhere else. This will decrease your conversion rate significantly. Hence you should definitely stop making this mistake.
There are tons of mistakes that are made by marketers, and we saw some deadly ones above. If you are struggling with decreased conversion rates, just try fixing these mistakes as a starting point, and get going on this journey of increasing your website conversion rate.