You’ve injected a healthy stream of funding into your pay-per-click and Portland SEO budget. You’ve got your email marketing completely dialed in. Your Google Analytics, Webmaster Tools and AdWords are all streamlined and you are getting fantastic traffic to your site. This is where the momentum stalls and dies, and you’re not sure why.
As a Portland SEO, web design and digital marketing firm with a focus on strategy, implementation and conversions, we’re constantly running site audits to check for conversation rate issues. That is: a site’s ability to funnel traffic into goals (sales, leads, etc.).
For the purpose of this short post, we will visit six common mistakes, and how we will help you fix them.
1) Missing Phone Numbers
In this mobile-centric generation, every website needs to have a clickable phone number front and center on its web site, ideally at the top of all pages. More and more people are ditching computers and using smart phones and tablets as their main tool for surfing the web. Having a clickable phone number prominent on the site saves your future customers a step when they need to phone you.
2) No lead-capture forms
Paired with a prominent phone number, a lead-capture form is a great way to connect with people who are comfortable submitting a web form. Saving customers from the added step of having to navigate to a “contact” link in your menu is crucial.
Even a simple web form will boost conversions.
We recommend that we create a variety of forms for your site and perform A/B testing on them to make sure you are using a form with the best conversion rates possible. We’ll also test your forms on a regular basis to ensure that they are working as expected.
3) Being nosey
When asking for personal information, you need to be direct and concise. Whenever possible, only ask for the basic contact information. The minimum information you absolutely need will differ from industry to industry, but you don’t want to make a user jump through a lot of hoops in an effort to contact you and you don’t want to make them uncomfortable with your form.
4) Bad UX
Lousy user experience (UX) shows itself in user flow, bounce rates and low conversion rates.
Recognizing underwhelming UX can be tricky, which is why we want to do this for you.
Some of the things we look for include: navigation, user flow, readability, content clarity, call-to-action and the site’s ability to direct the user to act.
5) Impotent call-to-action
Your business has a goal. Your online properties need to have goals too. Goals can include more traffic, online purchases, lead-gen, or phone calls. Your site needs a goal and you have to convey that goal to your users immediately upon entering your site. We call this a call-to-action. And we make these awesome for you. We’ll make sure your call-to-action stands out on the page, offers value, and makes it easy for the user to take the desired action … Boosting your conversions and your bottom line.
6) What’s in it for me? What about my needs?
Your visitors need to clearly and immediately see why they should do business with you and what is in it for them. Think: money back guarantee, free shipping, no obligation quotes, and so on. Knowing your customer and what appeals to them will make identifying their bottom line and your proposition easier to craft.
As you can see, there are several reasons why your website may not be converting traffic. Take a moment to reach out to us, we would be happy to run an audit on your website and start the conversation on how we can help.