Boost Website Conversions By Avoiding These Common Traps
Improving your conversions can be as simple as fixing some common mistakes that often plague websites and inadvertently discourage both potential customers and search engines. It’s not always easy for search engines to determine exactly what a “useful” website is, so they can look out for a number of red flags to determine when a website is being “un-useful”. Triggering too many of these red flags will be detrimental to your search engine rankings and also negatively affect visitors completing your goal conversions.
1. Slow loading times. Loading time definitely factors into how a search engine views your website, and it can also kill conversion rates if it takes too long for visitors to achieve what they want to. Javascript and heavy CSS sheets can slow your site down, so consider trimming these elements. If you use WordPress, you can download plugins that will compress pages and images on your site.
2. Flash elements and overly complex websites. Though dynamic, constantly changing website designs can be slick and nice to use, they can be extremely difficult to optimise for SEO, containing no static content or URLs to embed with keywords. A mixture of solid pages and more dynamic elements works better. Keep the layout and content easy to follow, make it easy for people to get to the content they’re interested in.
3. Poor image choice and placement. Browsing websites is first and foremost a visual experience. Use good quality images that best reflect your offering and take time to ensure placement is complementary to your key text messages.
4. Autoplay. One of most aggravating internet inventions is autoplay. This technique should be used judiciously. It can come across as pushy and many users will close a window instantly upon hearing a video or audio clip play.
5. Obnoxious pop-ups. Pop-up boxes are another contentious trend in online marketing, they feature a lot on websites that offer a subscription feed. They can be highly effective, but you must be careful how you use them and make sure they can be closed easily.
6. Having no clear calls to action. Go to each page on your website, and ask yourself what the next step is from there. If you can’t see one, then you’re likely not optimising the pages’ potential. Help guide visitors towards the desired conversion goal by making it crystal clear.
7. Not engaging your visitors. What is some outstanding content you can offer your target audience that adds real value right off the bat? Giving something of use away online is a powerful technique that works on many different levels. People will like/respect your brand more, it will add to industry credibility and encourage people to want to link to your content. Also, it will lower your bounce rate (people quickly leaving your website), which is another important metric that Google looks at.
8. Complicated check out or enquiry forms. Once your visitor is convinced you’re legit, you still need to make the buying or enquiry process as easy as possible. The less steps and the simpler you make it the better.
9. Missing the golden hour. Immediately make a favourable impression by replying to people as soon as possible. This is especially important for first-time enquiry contacts. International studies have shown that every hour that goes by, your statistical chances of conversion goes down. They may have shopped around elsewhere or lost interest.
If your website is getting a reasonable traffic volume but isn’t performing the way you want it to, then something needs to change.
Improving your conversions can be as simple as fixing some common mistakes that often plague websites and inadvertently discourage both potential customers and search engines. It’s not always easy for search engines to determine exactly what a “useful” website is, so they can look out for a number of red flags to determine when a website is being “un-useful”. Triggering too many of these red flags will be detrimental to your search engine rankings and also negatively affect visitors completing your goal conversions.
