Having a website that generates a lot of traffic is great, but it doesn’t mean anything if those visitors aren’t converting.
To have a successful website, a few things need to be happening. You need to capture leads, drive purchases, or get sign-ups.
If this fails to happen for you, that’s a sign that it may be time to take a good look at what website features are tanking your conversion rates.
Ten features that tank conversion rates
If you feel like your website isn’t providing value for the time and money you’ve put into it, instead of lamenting, start looking at what you can do to fix it.
Here are ten common reasons that people may visit your website, but not stay long enough to close the deal.
1. Slow page load times
In today’s society, speed is everything. Particularly online or when using mobile devices, people want a non-existent load time.
Look for bloated code, unoptimized images, or throttled hosting. Google also factors load speed into search rankings, so your visibility can also fall.
Tools like Google PageSpeed Insights can help you diagnose and improve performance to avoid these types of consequences.
2. Poor mobile experience
With the number of users that prefer a mobile-first experience, your website must be easy to navigate on a phone.
If you use buttons that are too small, fonts that are too hard to read, or layouts that break on small screens, you’ll end up with frustrated users and no conversions.
To avoid this, invest in responsive web design services that will adapt your site so that it works flawlessly between devices.
This kind of seamless experience lets you find your audience - and lets them find you - no matter what technology they use.
3. Unclear or weak CTAs
A website shouldn’t just look good, it should give the user some kind of clear and concise directive.
The ideal kind of call-to-action uses benefit-driven language instead of vague commands.
The CTA placement should also be strategic and come either above the fold, after your key points, or at natural pauses in the user journey.
4. Cluttered navigation
Users who can’t figure out where to go won’t stick around. Don’t make the mistake of trying to cram too much into your header, or have a menu that isn’t intuitive for users.
Your website should be streamlined with recognizably labeled menu options and an uncluttered appearance.
5. Missing trust signals
Trust is crucial online. Mitigate doubts about your authenticity by displaying visual clues like secure checkout badges.
This helps visitors feel safe completing forms and making purchases.
6. Excessive or aggressive pop-ups
Don’t let pop-ups turn into a nuisance for your website visitors.
While they can occasionally be used for good effect, it’s vital to employ them sparingly and strategically.
The best case scenario is to utilize them to be triggered by a specific behavior and be easy to close.
7. Low-quality content
People can spot a low-quality website. Don’t make the mistake of thinking filler will trick people into believing that your website is worth their time.
You should instead prioritize keeping your website up-to-date with material that informs people of your messaging, engages with them, and persuades them to make a purchase or sign up for your service.
8. Inadequate product or service descriptions
Make sure your product and service descriptions are clear and easy to read.
You can help drive this home by highlighting product features and benefits, listing specifications, and having testimonial or use-case scenarios.
Include your own product wikis or FAQs to demonstrate why users should spend their money with you.
9. Overlooked accessibility features
Accessibility is vital because it’s a huge factor in both the user experience for a lot of people and in compliance.
Here are some of the most common accessibility features you can easily incorporate:
- Alternative text for images
- Color contrast
- Navigation that works with screen readers
- Inclusive page design
10. Inconsistent branding and design
Keep your design elements uniform. People find it disconcerting when colors, fonts, and layouts are different from page to page.
By adopting a cohesive style, you make it an invisible factor; something that people are only going to notice when it’s bad.
Final thoughts
If you’re noticing that your website user experience might not be as successful as you thought, you can start by conducting a usability audit.
Analyze each of the factors discussed here and figure out where your users are dropping off.
Get your website cleaned up, optimized, and cohesive. Once you do, you’ll find that users visiting your website are more likely to funnel into purchases!