Why Your Website’s Sales Conversion is Struggling

Irene Chan
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Does sending more traffic to your website help you to increase your sales conversion rate? Maybe you have come across online business owners who did that. And their sales took off.  

After all, sales is a numbers game. The more traffic you send to your website, the higher the chance of converting your leads.  

But take a step back and think for a moment. Is that the answer to your website's problem? 

Is your website already OPTIMIZED to convert your leads into sales? If your answer is yes, by all means, send more traffic to your site. But if your sales conversion is doing badly, sending more traffic is not going to help you.

Let's use an example to explain this further.

A company is facing a low sales problem. It sends an untrained salesperson to sell its products. Unfortunately, it did not get a good sales result. So the company decides to spend more money to advertise for more leads. Would sending more potential customers to this unskilled salesperson help increase its sales?

Maybe there are some deals closed here and there by this salesperson. But wouldn't it be more effective for the company to find out the root cause first? And once they have found the reasons, they can solve their problem. They can then spend money to attract more leads. And the company will increase its sales.   

Applying this to your website, doesn't it make sense for you to optimize your website first? Only when you see an improvement in your sales conversion rate, can you then start to scale your business. And you do that by sending more visitors to your website.  

So the first step you can take is to find out why your website's sales conversion is not doing well. And, most importantly, plan how you can improve your website's sales conversion rate.

5 Reasons Your Website's Sales Conversion is Suffering

Here is a list of possible reasons why your website's sales conversion remains low:

1. Slow Website Loading Speed

Have you noticed the pace we move at is getting faster by the day? Do you find people are getting more impatient? They want things done yesterday, even before they ask for it.

If you are feeling this way, you are not alone.

Fifth Third Bank did a survey. It found that Americans want speed in everything they do. For instance, "96 percent of respondents will knowingly consume hot food or drink that burns their mouth." Or "71 percent frequently exceed the speed limit to get to their destination faster."

We are living in a society where every second counts. Patience is no longer a reality. But what has all this got to do with your website's low sales conversion rate?

You see, your website visitors are impatient. They will not hesitate to leave your site if it takes too long for your pages to load. Wouldn't this hurt your website's conversion rate?  

There is data to show that a slow website loading speed will result in a poor conversion rate.  "A 100-millisecond delay in website load time can hurt conversion rates by 7 percent."

And here is a quick way to resolve your slow website loading speed. You can start by compressing images and text on your website.

2. Missing or Badly Designed CTA

Data shows that "70% of small businesses do not have a clear CTA (call-to-action) displayed on their website."

If you want your website visitors to take a specific action, you need to have a CTA on your webpage. Otherwise, how are your visitors going to know what to do after they have read your blog post? And if you do not guide your visitors, they will leave your website after they have gotten what they want.

But what if you do have a CTA? Then the next question you need to ask is, are you using the right CTA on your website to help you close the deal?

More Tips for Designing an Effective CTA

Here are some tips:

1. Use action words like "Discover" or "Click Now" to describe your CTA. These words will encourage your website visitors to take action.

2. If your CTA is in the form of a button, you need to make your CTA stand out on your website. A prominently displayed CTA will help you to catch their attention.

3. Your CTA needs to reflect a clear offer. For instance, you want your audience to attend a webinar. You will need to state upfront to your audience the outcome they will get when they watch it.

4. If you have more than one CTA on your webpage, all your CTAs should point towards the same goal. You should not mix your CTAs with different purposes. For instance, do not have a CTA (to attend a free webinar), mix with another CTA (to buy your merchandise). You don't want to confuse your visitors because a confused mind never takes action.

5. Your website visitors could have gone to many sites before arriving at your website. Thus your offer needs to be valuable or exclusive, as perceived by your visitors. Otherwise, you can't entice your website visitors to click on your CTA.

3. Low-Quality Copywriting

What is copywriting?

Copywriting is the ability to use written words to persuade someone to take action. You can use copywriting on landing pages, advertisements, and even blog posts.

If your copy is of poor quality it might have these issues:

  • It isn't written using the language of your audience.

  • It's written in a non-conversational way as if someone is having a monologue with you.

  • It's written from the company's perspective. For instance, what the business can do, how good it is, or the awards they have received.

  • The content does not provide any value to the reader.

Think for a moment. When you Google search for specific keywords, the Google results page will show you many links for you to click. How do you make your article or page stand out?

When your website visitor clicks on your article, how do you make this person stay on your blog post? How do you make your reader click on your CTA and move one step closer to become your customer? You see, all your blog has is mainly words. How do you use words to capture their attention?  

One way is to use persuasive words on your reader. And that's where you see the magic happen. They can't help but want to find out more about your products or services. And when they realize your product or service is what they want, they can't help but want to buy from you.

4. Outdated Sales Funnel

In the past, businesses used to do the following to get their customers:

  1. Market its products or services through traditional advertisements or emails.

  2. Company sales representatives speak to interested customers who contacted the company.

  3. Company sales representatives qualify the leads. They will convert those who are ready to buy their products or services. And they will reject those who are not prepared to buy.

  4. The entire process repeats.

This method used to work very well when information was scarce. In the past, there were only a few reliable sources of information on the market. And customers would wait for businesses to provide the information they wanted.

But with the rise of the internet and social media, the old sales funnel is no longer effective.

How Does Today's Buyer Behavior Affect Your Sales Funnel?

Buyers nowadays have become self-directed. They are actively searching for the information they want. In fact, they can consume information based on their demand. And they no longer depend on one channel to make a purchasing decision.

Think about it. When was the last time you bought a product or service right after you saw an ad? Or does the following situation describe your buying behavior better?

Let's say you saw your friend buy a new mobile phone. You got curious and Googled for the same phone. You found the information on the company's website and read about it.

After a few days later, the ad for this mobile phone popped up while you were watching YouTube videos. You didn't pay much attention at first. But later, when you were scrolling your Facebook feed, you saw the ad again. This time, you couldn't help but click on the ad. And then, you subscribed to the company's email list to receive the latest updates.

About a year later, your phone is no longer working. It's time to get a new mobile phone. You're checking your email messages, and you see the email from the same phone company.

What are the chances of you buying an updated model from this mobile phone company? And after you've purchased the new phone, what is the possibility of you telling someone about it? 

That's how buyers typically behave now. You'll notice that your potential buyers will have many touchpoints with you. For instance, YouTube ads, Facebook ads, Instagram posts, emails, or blog posts. The list goes on.

Your buyers could easily take a few months to a few years before they decide to buy from you. Thus, the funnel you build has to reflect the change in buyer behavior.

The Magic Flywheel Funnel

One funnel that reflects the new buyers' behavior is the Flywheel Funnel.  In this funnel, your customers are the focus. Your business core activities surround them.  And your job is to attract, engage, and delight them.  

That means you will need to keep creating content that your visitors want. And you need to continue to cultivate this relationship even after they have bought from you.

You can't go wrong if you follow Jack Ma's recommendation to "Always focus on your customers."  

5. Poor Website Design

Brian Tracy reminds us that the "First good impression counts."  And that also applies to your website.

Are you aware that 90% of people leave a website because of poor design?  So to stop this from happening to your site, ask yourself the following questions:

  1. Does your website have too many options that overwhelm your visitors?

  2. Is it easy to navigate through your website? Can your visitors find information easily?

  3. Is information on your website presented systematically to your visitors?

  4. Are your website visitors able to find your contact information easily?

  5. Are your related blog articles organized according to the same category?

  6. Are there any obstacles on your website that stop your visitors from taking any action they want?

William C. McDowell, Rachel C. Wilson, and Charles Owen Kile Jr did a study. They found a website with a higher sales conversion rate will:

  1. Promote easy navigation for its visitors when they visit their site.

  2. Encourage website visitors to stay longer on a site.

One quick way to get your site up to date is to look at your competitors' websites. The purpose is not to copy what they are doing. Instead, check out the kind of information they are providing. How can you present the information differently on your website?

Summary

Here are the five reasons that your website's sales conversion rate is low:

  1. Slow website loading speed.

  2. Missing or badly designed CTA.

  3. Low quality copywriting.

  4. Outdated sales funnel.

  5. Poor website design.

Contact Copywriters.com if you want to find out how you can have persuasive content on your website. You will realize how this can increase your sales conversion.

Irene Chan

Are you looking for sales copies that convert your targeted audience into your customers? And to have optimized content loved by your market and Google? If this is what you want from your copywriter, Irene is here to help. She'll help you YOU generate more sales, more revenue, more business.

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