If you are a small business or organisation you’ll already be aware of how important a strong conversion rate is – it is a direct measure of the quality of your online content, its relevance, and the effectiveness of your marketing. But there’s always room for improvement and sometimes small tweaks can make a big difference. Let’s look at the common mistakes that harm your conversion rate.
Ignoring Best Practice Search Engine Optimisation (SEO)
We start our list with SEO because its importance cannot be overstated. If your content isn’t showing prominently in search results your audience won’t find you! That means paying attention to the basics like carefully choosing your keywords, including suitable page titles, meta descriptions, submitting an up-to-date sitemap, and so on. Luckily, we have lots of guides on SEO that you can refer to.
Ignoring User Intent
People use search engines to look for specific content, especially answers to questions and solutions for their needs. Search engines, like Google, do their best to match user intent with relevant content. If your content doesn’t satisfy what they are looking for you can expect your content to rank poorly and people won’t find it. Make sure your content is relevant, informative, interesting, and above all, helpful.
When you develop your content, you need to make sure you present it in a professional way. Avoid things that make your company look like an amateur. Gaudy colour schemes, difficult to read fonts, spelling and grammar errors, bad navigation structures, obnoxious animations and sounds, and spammy practices like excessive pop-ups all turn users off and sow seeds of distrust in the minds of potential customers. Instead, showcase your brand identity with a clean, easy-on-the-eye design.
Forgetting to Help Visitors Trust You
Before a visitor is ready to sign-up or purchase from you, they need to trust you. It is important to include proof that shows you are knowledgeable. Include testimonials, trust badges, and affiliations to professional bodies where relevant. You can also include free trials and money back offers to show that customer satisfaction is very important for you. Even negative comments can be used to your advantage if you show you have promptly dealt with the issues reported!
Forgetting to Add Value
If you are looking for subscriptions or registrations don’t forget to offer something. People know their personal information is valuable so don’t expect to get it for free. Offer them something in exchange, such as a free e-book, purchasing guide, or a discount coupon towards their first purchase.
Similarly, have you given them any incentive to subscribe or purchase now? Adding a sense of urgency can help conversion. For example, “purchase before December 20th and you will get 20% discount.”
Ignoring Mobile Users
Google made it clear long ago that it ranks search results based on mobile friendliness. In real terms that means adopting a mobile-first strategy for your content design to ensure a good user experience (UX) on all platforms. Consider the following points while keeping in mind that they often also apply to visitors using desktop pcs and laptops.
- failing to embrace responsive design can make your content difficult to read and impossible to navigate on small screens.
- having too much text on your page might push your Call To Action (CTA) out of the visible screen area. You also need to make sure your CTA stands out from the rest of the content!
- using old-school technologies like Flash, Silverlight, or Java can slow page load times down. Never assume your visitor has them installed. Instead, embrace modern HTML5 technologies.
- failing to optimise images can result in slow loads. Remember, just because an image might fit on a mobile phone screen doesn’t mean it is optimised. Browsers resize images automatically even though the image’s actual file size could be ridiculously huge!
- long, clumsy web forms can irritate users so much they simply give up. Only ask for the information you genuinely need and be sure you have tested its ease of use on a mobile phone screen.
Failing to Experiment
Also consider that the approach you have chosen may not be the best one. Consider running two different campaigns side-by-side. Then you can make use of metrics to determine which is most effective. That can help guide future campaigns and strategies.