These 5 Mistakes May Be Hindering Your Conversion Rate. Fix Them for Optimal Performance

Conversion rate

Estimated reading time: 4 minutes

There are few things quite as frustrating as a business owner as the knowledge that you are getting plenty of traffic to your website, but very few people are actually converting into business. If you are finding that your conversion rate is unusually low, it could have something to do with the following 5 mistakes.

Here’s how to fix them for optimal performance!

1 – You Aren’t Living up to Expectations

One of the most important aspects of SEO is understanding the search intent behind your focus keywords. This is why choosing any old keyword to rank for can be a costly mistake.

Instead, you must deep-dive into your target audiences’ psyches in order to properly understand what their expectations are when searching for a specific phrase – and then live up to those expectations.

For example, if a Google user types in a specific phrase that you happen to rank for, only your website is largely irrelevant and you do not offer the products or services that they desire, clearly you aren’t going to convert them into a customer.

So, make sure you get this right! Understand search intent and ensure that when people do search for your focus keywords, you can provide them with precisely what it is that they need!

2 – A Very Poor Website Performance

Another factor that negatively impacts conversions is website performance. Case and point:

And this is just one aspect of a website’s performance. If your website visitors are fighting an uphill battle in order to simply navigate your website and find the information they need, the likelihood that they will convert into business is highly unlikely.

Fix your website performance as a matter of priority – with an emphasis on page load speed.

3 – A Bad Design

A poorly designed website can also be a negative factor when it comes to your conversion rates. Even if your website loads quickly, if the design is confusing and your website is difficult to navigate, then you’ll invariably turn a lot of potential customers off.

Your website should be crafted with UX design in mind for seamless navigation – including an intuitive internal linking system that effortlessly guides your website visitors to the various information, products or services that they need!

4 – No FAQ or Customer Support

If your website visitors have a question about your products or services and are unable to find an FAQ or a contact telephone number, they’ll ditch you immediately. Again, why should your prospects have to jump through hoops just to find out whether you are a good fit for them or not?

Your job is to make this abundantly clear and provide all of the customer support necessary to establish a loyal following. Fail to do this and your conversions will always be on the lower side of the spectrum.

5 – An Unnecessarily Complicated Contact Form

Yes, it’s always good to qualify leads before they make contact with you, however, if you have too many fields on a contact form that require filling out, you’ll miss out on a lot of potential business.

Our advice? Keep your booking/contact forms simple; you can fill in the gaps later when you make contact with them.

Take this New York City SEO company as an example: they have a simple form above the fold with a compelling CTA. No hoops, no-nonsense, just the path of least resistance.

Conclusion: Offer the Path of Least Resistance

The fact is, assuming that your SEO is on point, the majority of the traffic coming to your website should already be relatively qualified anyway. With that in mind, you must make sure that you make it as simple as possible for your prospective customers to find what they are looking for.

Your website is the face of your business online and first impressions count. So, speed it up, tidy the design, make sure you live up to expectations, make it easy for them to find the info they need and provide a simple booking/contact form to boot. Simple.