Marketers understand that the key to improved website conversion rates starts with increased visitor traffic. Many will use keyword research and spice up their copy and images to attract site visitors, assuming that conversions will instantly follow. It seems obvious that the more website traffic you get, the higher your conversion rates will be, however this isn’t always the case in practice.
So how can it be that website traffic is soaring but conversion rates are stagnant? Below, we list three reasons your increased site traffic isn’t leading to increased conversion, including ways to mitigate the problem:
1. Attracting People Who Aren’t Ready to Purchase
While your content and keywords might be attracting a steadily increased audience, if it’s not the right audience they won’t offer conversion. A key issue marketers experience is that they’re attracting website traffic from people who aren’t ready to buy. These people may be following social media links or searching your company for information, but they aren’t committed to purchase. To fix this issue, we recommend incorporating sales-ready keywords throughout your website to target motivated buyers.
2. You Have Not Created Enough Conversion Opportunities
If you’re attracting people who are interested but not committed, you need to create conversion opportunities. Conversion opportunities might include newsletters and blog posts to continue the conversation and offer value. Online video too can be a valuable tool to add to your conversion arsenal, as 46 percent of viewers take some action after watching a video.
Besides adding video and other opportunities to further the conversation, you need to ensure that your calls-to-action (CTAs) are visible to your website visitors. Even if you offer great incentives to learn more, your website conversion rates won’t improve if your visitors can’t find your CTA. Make sure your CTAs stand out so that visitors to your website can easily see and access your conversion opportunity.
3. Your Forms Don’t Accommodate Busy Internet Users
Submission forms are a key website element businesses can use to gate content offers and gather customer information, but they need to be designed with the typical internet user in mind. If they’re too lengthy, they’ll make customers re-think how much they actually need your offer. Make sure each form field you add to your submission form is absolutely necessary, and if it isn’t, eliminate it.
Fixing these common issues will help you turn your increased website traffic into conversions, and ultimately, sales.