This week ask SEO, Margherita from Florida has a question. she asks:
“We have good traffic to our website, but no conversions. We have reworked our website and added more content, especially to make the first few pages longer. Why is this happening? What can I do to increase my conversions?”
Thank you for your question. We are happy to help.
There could be hundreds of reasons why your traffic isn’t converting, whether you’re looking for leads or ecommerce sales. As such, this answer he divides into three sections.
- Why Your Website Traffic Isn’t Converting – How To Find The Right Information.
- lead generation.
- e-commerce sale.
Why Your Website Traffic Isn’t Converting
Your traffic may not be converting for a variety of reasons.
Here’s how to start evaluating and troubleshooting:
read your copy
Is the copy about you, or is it about the benefit of the end user?
This is saying “our product does XYZ” instead of “if you want a solution for XYZ, product A on this page is the answer”.
Also, does the copy clearly tell the other person that you are in the right place or provide a solution/answer?
The above is called the “we, we” syndrome.
If your copy contains “we”, “us”, and other similar words appearing more than once anywhere on the page, it is not written for end users.
Here’s another example:
we issue:
“Our products are built to last, so they’re perfect for blue widgets.”
This is about you, not them. Change it to:
“If you want a blue widget that is XY compatible and long lasting, you are in the right place.”
Now it’s about them and you solved their problem at the same time.
I also double-checked that they found a solution.
Now think about whether your copy communicates how to interact with the page.
Are you specifically telling them to perform an action such as clicking the button below or filling out the form on the right?
If you don’t tell people what to do, they may not know or take the action you want.
Is there a call to action right next to your message?
If no, this is another issue.
Many designers expect people to work for results.
Add a button and a form just above the fold so the user doesn’t have to think about what to do on the page.
What is your page speed?
Check your page speed whether it’s desktop or mobile.
Slow pages kill conversions.
Remove images that are not clicked or used.
All other images are compressed, scaled, cached and lazy loaded depending on their content and needs.
Remove superfluous plugins, fonts, tools and code from your website or pages.
If you don’t use or need something, get rid of it.
Stop extra tracking and ad networks. These are killers too.
Please upgrade your PHP and also apply CDN if you get business from all over the world.
Faster page speeds provide a better user experience and lead to conversions.
Look at your audience and properly judge who they are
Even though your primary demographic of buyers is 40-50 year old women and that’s what your website is designed for, the page has more men or 20-30 year olds. If you have women, adjust them for your audience.
If it’s a man and it’s a product that men can use, I’ll describe “him”.
Can only be used by women, but if you are selling to men buying for women, create an image and wording about buying for women.
People in their 40s have different needs and wants than people in their 20s. With this in mind, make sure your pages and funnels are all about interacting with your audience.
lead generation
Here are some ways to help convert lead generation traffic.
- Is there a direct call to action after selling your product or service? Does it match the language of the call?
- “click here”
- “Try it for free”
- “send”
- etc.
- If there is no commitment, have you emphasized that there is no commitment?
- Does that page talk about guarantees to build trust?
- Have you placed information next to, below, or right next to your CTA that you will never spam or sell your information?
- Does the copy emphasize that if the person fills in or initiates a trial, the solution is available?
e-commerce sales
Ecommerce is fun because there are so many factors at work and tests you can run.
You can take sympathy and let the person know that you support a local business, or you can do some branding to emphasize that you are trusted and offer good prices and quality products.
Background colors and image order can also affect conversions.
We recommend starting with your sales funnel at checkout and asking yourself:
- Do you have a clear money-back guarantee on Add to Cart and Buy Now?
- If you’re into fashion or something with size, would you introduce a more well-known brand and let the person know how your size matches? It’s the same as “This size M is XY brand S”.
- Does your company offer free shipping?
- Can you show that it’s priced lower than Amazon, Walmart, and other retailers, or can you say it’s not available at those retailers and only available on your site?
- Do you provide a promotional or discount code when the person checks out, and is there a way to access it directly from the box?
Helping convert website traffic into sales and leads is always a fun project and there are many methods and tools to do it. The information above is a solid foundation to start testing. should provide
Thank you very much. Hope this helps.
Editorof Note: listen of SEO am every week SEO advice digit Written by some of the industry leaders SEO Experts handpicked by Search Engine Journal.I have a question about SEO? Fill out the form. You may find the answer in the next #AskanSEO post!
Other resources:
