Authored by Janet Muto, President, and Co-Founder at WEVO.
Your webpage’s conversion rate is one of the most critical aspects of your business. If your conversion rate is low, your business will suffer. It’s that simple.
How low is low? The average conversion rate for a given webpage sits at 2.35% — which translates to about 3 out of every 100 visitors. That’s a lot of lost business any way you slice it.
Conversion rate matters. If your page’s conversion rate is lower than average, then it’s a problem that you need to fix. However, it’s impossible to find a solution to a problem if you don’t know what’s causing it. That’s why the first step to increasing it is to get to the root of the problem. We’ve got you covered!
Here are the top 4 reasons for a low conversion rate and how they affect your page’s success.
1) Your Page Doesn’t Compare to Your Competition
Competitors can be a treasure trove of helpful information. To start, you’re targetting the same demographic — people who need your services or product. More importantly, your competition can help you gain valuable insights that you can use to improve your conversion rate strategy.
Knowing what works and what doesn’t before going live with your website is the key to improving your conversion rate. Study your competition’s pages from the perspective of a potential customer. Find the answer to the following: What would a visitor like or dislike? Are your competitors addressing the visitor’s mindset and needs?
2) Parts of Your Page Just Don’t Work
Most webpages feature parts that just don’t work— resulting in visitors being driven away from your site as opposed to being drawn in.
Typically, the problem lies in the focus of the page. Whether it’s a section of reviews or another paragraph describing your commitment to quality service (for the fifth time), allowing an individual message to take up too much real estate on your page can lead to a low conversion rate.
Your next steps should include figuring out what works on your page and getting rid of anything that doesn’t.
3) Visitors Aren’t Getting What They Want From Your Page
What do visitors want from your page? What preconceived expectations and concerns do your visitors have? If you can’t answer these questions, then it’s very likely that your page will suffer from a low conversion rate.
Your page should cater to the visitor’s wants and needs, as the old marketing adage goes, “Be the solution to your customers’ problems.” You’ll see a major improvement in your conversion rate by redesigning your page in a way that prioritizes giving visitors exactly what they want.
4) You Rely on Outdated Marketing Methods
Marketing is ever-evolving. So your methods should follow suit. Though old methods may still work, to reach maximum effectiveness, it’s essential to combine the old with the new. It’s one of the most important upgrades to consider.
Start Pre-live testing
Pre-live testing is the ultimate conversion optimization strategy offered by WEVO. It helps to eliminate a low conversion rate, by testing pages and designs before it’s made live. Not to mention, pre-live testing goes above and beyond A/B testing. WEVO tests your pages with any demographic you want and has audiences give feedback on every aspect of the page.
Pre-live testing combines the best of old and new marketing methods to help clients get the most out of their marketing strategy.
A low conversion rate can be caused by any one of these problems or even a combination of many. Regardless of what’s causing the issue, it’s essential that you focus on how to increase your conversion rate. WEVO is here to help. By focusing on pre-live testing, we help you avoid low conversion rates altogether. You’ll gain invaluable insights that will help you select the best performing page before you launch.