You’ve spent a lot of time and money building a website, you’ve made sure you’re ranking at the top of the search engine results pages for your chosen keyphrases and all you’ve got to do now is sit back and watch the cash starting pouring in, but your website isn’t converting.
What if the cash never comes? What if you’ve spent all this time and money and your website isn’t actually producing any conversions?
Here are a few things that could be contributing to your poor conversion rate:
6 Reasons Why Your Website Is NOT Converting
#1. Wrong keywords
Keyword research can be very tricky and you need to make sure you know what you’re doing. When your website isn’t converting you need a careful balance between keywords with a high search volume and keywords that are relevant to your landing pages.
One common mistake a lot of new website owners make is just targeting the terms that are going to bring in the traffic. Statistically speaking it’s actually the long tail keywords with the lower search volumes that are more likely to produce a conversion. If your website isn’t converting go back to basics, redo your keyword research and make sure you’re actually ranking for the words that are applicable to you and your website.
Have a look at your competitors, ask you mom or your Gran (or someone who isn’t quite so tech savvy), what they’d search for if they were looking for your product. Run some PPC campaigns so you can get an instant idea of what keyterms are going to get you conversions and start optimising those terms in the organic listings.
#2. Onsite copy
Let’s start at the beginning, if you’re sure you are ranking for the right terms then the most likely reason you’re not seeing conversions will be because of your onsite copy. Yes you might be selling a very technical or a very dry service or product but that doesn’t mean you have to send your site traffic into a coma. The technical description might appeal to someone later in the buying cycle but you need to capture people at the start of the buying cycle too so they’ll come back to you when they’re ready to make a purchase.
Don’t bombard them with an overload of information, keep it simple and too the point, use bullet points to get technical information and drop downs to add in any other technical information that you can’t shorten. You can always add extra pages if needed rather than trying to cram everything onto one page. If your website isn’t converting always try new things.
#3. Shouting about your USP
If your website isn’t converting, are you sure your traffic knows why they should be spending money with you? Everyone has a unique selling point (USP) and you need to make sure yours is blatantly obvious. If you’re the cheapest shout about it, if you offer free after care or free delivery make sure your site traffic knows this.
This is not the time to be modest, what ever you do that isn’t industry standard you need to make a song and dance about it. You need to give your site traffic a reason to spend their cash with you especially because they know it only takes a couple of clicks and they can be checking out your competitors.
#4. Check analytics
Look at the stats your website is producing. Your Google Analytics account is going to be able to tell you exactly what pages people are leaving your site from, the pages with a below average time on site and where they’re dropping out of the conversion process. Make sure you’ve got your goals and funnels set up properly so you know you’re looking at accurate data. It can be a very big job to tackle the whole website in one go so start with those poorly performing pages, are they relevant to the key term they’re ranking for? Do they give the user the information they’re looking for in the most efficient format? Do you have a more suitable page that should be ranking for that term?
#5. User testing – Website is not converting
Spend some time and cash and get some user testing done. This doesn’t have to cost a fortune and it can be a great investment. If there’s a problem with your website that isn’t immediately obvious the chances are you’re not going to spot it. You’re so used to staring at your own site you become immune to any flaws or problems after a while so it’s always good to get a fresh pair of eyes to get an unbiased opinion of your site. It might be something as simple as the ‘add to cart’ button not being prominent enough or they’re not entirely sure what they’re getting for their money. Conversion rate optimisation can help you figure out what is going wrong so get someone to help or learn to do it yourself.
#6. Competitor research
Don’t just sit there when your website is not converting, do some spying on your competitors and find out what they’re doing. They may not be ranking as well as you but they might be getting better conversions. Look at the design of their site, what is it that makes their site different from yours? Obviously you can’t outright copy their site but you might be able to take away a few ideas. Look at what their pages are optimised for and how relevant the landing page is for that term.
Don’t forget to have a look through their back links and check to see if they’re getting any powerful links you could be utilising in your campaign (this might not necessarily help with your conversion but it’s always good to know where you can find some good links), you might also find if their links are sending them some very industry relevant traffic.
After running through these points you should soon start to see your conversions increasing and before you know it the cash will be rolling in. Don’t be a fool and keep blogging with no real income.
What do you when your website is not converting?