Has your conversion rate stagnated, or worse, decreased and you don’t know why? There can be several reasons for that, so figuring it out is important. In this article, we’ll tell you all about the 5 most common conversion killers we find when auditing websites and how you can get rid of them in order to get better results!
Why you should work on your website conversions
Working on your CRO has many business benefits:
More insight about your customers
By understanding your customers’ pain points better, you’ll be able to engage in better communication with them. This means more customer information to help you create meaningful elements that will lead to a better positioning of your company.
Optimized Business Metrics
By getting the most out of your current traffic, you’ll get more leads for the same budget, reduce your CaC (Customer Acquisition Costs) and generate a higher revenue through bigger cart sizes, lower churn rates, etc.).
Improved Customer Experience
People often think that CRO is all about conversion rates… and well, of course it is, but that’s not the only thing that matters. Customer Experience plays a big role in Conversion Rate Optimization, and improving it with clearer navigation throughout your whole customer journey will help you build a better brand image. In the end, this will also lead to more loyalty within your target audience.
5 conversion killers and their solutions
To improve not only your conversion rates, but also the user experience you’re offering, we’ll tell you all about 5 common conversion killers and how you can get rid of them.
Unclear targeting
Targeting the wrong audience will never help. Why? Because you’ll end up spending a lot of time and money trying to sell your product to people that might not be interested! You might see some initial traffic, but your visitors will quickly understand that your offer doesn’t match their needs, and you’ll end up getting no conversions at all.
🚀 CoffeeX’s solutions
- Create a real buyer persona to get to know your audience. This is a critical element of creating an appropriate user experience. Analyze who your ideal customer is, where they live, what they like, and many other elements that will help you identify their problems. Then you’ll be able to understand how you can solve those problems. During every step of your conversion funnel, try to answer the following question: Does this serve my persona?
- Through your copy, be clear about who you’re targeting because if you don’t, people might not realize that your solution is meant for them.
- Don’t go too broad… but don’t go too deep either. Otherwise, you won’t find the right people for you (or any people at all, actually) and your message won’t resonate with your target audience.
Bad website usability
Businesses can experience a significant drop off in visitor rate for many reasons, but in general, we usually notice a lack of accessibility. That can come in a variety of forms, often including complex navigation that makes it difficult to find some key information. Potential customers may not know what action to take, or understand the steps you want them to follow within your conversion funnel. Even just a website that takes a lot of time to load is an accessibility and usability issue.
🚀 CoffeeX’s solution
- Work on an optimized and lean version of your site and app that works well on mobile devices and desktops, as well as on the different browsers that are available for your audience (e.g. Safari, Chrome, Mozilla, and so on). Your goal here is to make sure to avoid unnecessary friction.
Weak CTA
A weak CTA (and weak copy in general) will frustrate your prospects. If the consequences of clicking on a button are unclear, they won’t feel reassured and won’t dare to take action.
The most confusing call-to-action you could possibly use is Get started (sorry, not sorry). There is nothing blurrier than this CTA, because there’s no clear indication of what you’re getting started with. Is it a payment, a download, a subscription, something else?
🚀 CoffeeX’s solution
- Work on your CTA’s copy and make it easier for people to understand. Put the emphasis on the benefit they’re getting instead of on the action you’d like them to accomplish. So, for example, go for “receive an audit” instead of “ask for an audit”. The first one makes it seem as if you’re the one making an effort for your customer, while the second implies the reverse.
In our own experience at CoffeeX, changing your CTA to something that is more engaging and more benefit-focused can lead to a 30% increase in your conversion rate.
Odd website design
Whether it’s spelling mistakes on your homepage to a problem in the scrolling on a blog article, or even a lack of graphical identity, an absence of consistency and clarity on your platform will not reassure your potential customers and will prevent you from building the trust you need to convert them.
🚀 CoffeeX’s solutions
- Put yourself in your customers’ shoes and get a fresh look at your entire website to identify changes that will create a more pleasant user experience.
- Rethink your visuals based on your products and find a design that fits your image. Obviously, not all companies are the same and they don’t have the same needs, so see what works for yours.
- As for the copy, use apps like Grammarly or have it reviewed by someone who masters the language like a pro!
Unmapped customer journey
Some companies never even consider working on their customer journey. This funnel –essential for your whole sales process – is what enables you to convert your visitors, whether it’s the first time they visit your website or are returning to it.
🚀 CoffeeX’s solution
- Map your customer journey and optimize every one of its steps to make sure that you’re always doing your best to engage your prospects. As you refine your site to better meet your customers’ needs, be certain that you’re trying to reach one (and only one) goal with each one of your pages, and that you’re always trying to generate some urge to subscribe to your offer.
If you’re having conversion problems, take a close look at your website. If you’re experiencing one of these 5 conversion killers, try to make some changes to analyze what works for your company! And for any help…
(just kidding)
