5 Reasons Website Visitors Are Not Be Turning Into Buyers
I often talk to website owners who get a lot of visitors to their site but have a very low conversion rate. They wonder why people are visiting, but very few are actually becoming customers. So what should you do if you are facing this problem? Look at your customer journey. What are the steps they take from finding out about you to actually become customers? Is that crystal clear to you? Is your website helping them along with a good user experience?
One caveat before we start: the majority of the visitors to your website will never contact you. Typical conversion rates vary by industries but even a 10% conversion rate is probably very good.
If your conversion rate is super low, it will require some more analysis but I’ll start with the good news: you are getting traffic. This means that something you are doing is working. Your marketing strategy, whether it is intentional or accidental, is working and people are interested.
This could mean that you are visible on social media, have great search engine optimization that is allowing you to be found or you are getting good referral traffic. (Plus, if you know that you have good traffic, it likely means that you have Google Analytics installed, great! This also means you can likely identify where your visitors are coming from, allowing you to capitalize on that work.) In the grand scheme of digital marketing, this is a major part of the equation.
You have interested visitors, you have a great business with valuable services, so why aren’t your visitors seeing this and reaching out to work with you. There are a number of reasons that either on their own or together could mean that your visitors aren’t reaching out.
Poor Design and Poor User Experience
This is probably the most obvious reason, but perhaps not for the reason you think. User experience is paramount to a good design. Though there are some universal user experience tools, you also have to look at your own customer journey to make sure you are making the best experience for your users.
Your homepage should be a map that guides visitors to the next page of the journey. Your website needs to manage your users experience by representing a clear progression for your visitor and give them the information they need to keep learning and to reach out to you. If your website isn’t an easy, helpful guide that keeps people’s attention, they’ll likely move on.
Also, related to the function of your website, make sure that your tech is working as it should be. There are tons of things that can interrupt your customer journey if your tech isn’t working. Things like an insecure site, broken links, lack of mobile responsiveness, and a contact form that don’t work are simple things that make a poor customer experience. Poor website management is often to blame here so doing a quick audit of your site can help identify issues.
Lack of Clarity Around What You Offer
You want to explain what you offer in relation to what your ideal client needs. For some businesses, this means an explanation of packages. For others, an explanation of what a typical experience includes. However, all businesses should explain what benefits their clients should expect to see from working with the business. The customer journey will stop immediately if your visitors don’t recognize how you can help them.
Potential clients are coming to you with a problem, or a want and you want to demonstrate that you can solve their problem. Think about the problem your ideal client has and how you solve that problem and make their lives better. If you can demonstrate this to your ideal client, you will get more inquiries.
No Call to Action
You need to tell your clients what they should do next. If they want to learn more, should they email you, book an appointment, sign up for your mailing list? You need to ask them to do what you want them to do. People are reticent to make a big jump or reach out, you need to guide them through the process to help them make that next step and proceed. A clear call to action is a huge part of good user experience.
However, also be careful of having too many calls to action. Ideally, each page will have one main call to action. You don’t want to confuse visitors by giving them too many options. This all goes back to your website being a guide as to how you solve the problem your ideal client has.
Your Website is Unclear of Who You Work With
You want your ideal client to know that you work with them and understand them. You want your website copy to show them that you understand their pain points. You want your ideal client to be nodding their head and saying “yes, s/he is totally talking about me!” If you aren’t clear about who you help, your website visitor is likely to be confused about whether this is really for them.
This doesn’t mean that you need to explicitly say “I help moms who are seeking better work/life balance,” but your website copy should talk about the challenges of providing for family and also being present at work. Talk in broad terms about how you help with the issue they are seeing.
For our example of moms and work/life balance, this would be saying things like: “Organization and weekly planning can help you tackle your to-do list while feeling more present with your family.” You are identifying the things that your ideal client is struggling with and showing them how you help.
Too Big of An Ask
If you only offer a high-priced offer or a service that requires a long commitment, it’s unlikely that you will get many clients by putting a buy button at the bottom of your sales page and asking for their credit card info.
Asking people to email you with questions, set up a consult call, or signing up for a webinar is a much smaller ask that can help you move the sale along. This makes it much more likely that people will say yes. Especially for offers that require a close working relationship, people will want to “meet” you to make sure it is a good fit. In the same respect, you want to meet them as well, to make sure it is a good fit on both sides.
If your higher-priced offer isn’t as personal as a one-to-one service, perhaps it is a course or a group program, you can bridge that gap by offering a smaller course or program that will be a lower barrier to entry for clients and allows you to gain trust at a lower price point. This can be just as important a part of your customer journey as any other step.
Help Your Customers on Their Journey
There are other reasons your website may not be converting visitors to buyers, but these are the ones that I see most commonly. Look at your website with this post as your checklist and put yourself in your ideal client’s shoes. You may find some basic things that you’ll immediately notice may be making your business less attractive to your ideal client.
Need to make some changes to help your conversion rate? Let’s talk!
My mission is to help business owners grow their digital presence - so they can not only achieve their business goals, but surpass them. Above all, I’m guided by my passion for helping others to take their ideas from concept to reality. As a business owner myself, I take incredible pride in the work I do, and am grateful for the opportunity to help other business owners bring their dreams to life.