Website Visitors Aren’t Converting—Common Barriers And Ways To Fix Them

Not just for you but for everyone, it’s equally disheartening to see their website not perform well despite putting in a lot of effort. While you can debate all day that we’ve done this, we’ve done that, the probability of missing out on some key SEO components is always there. This omission acts as a barrier between you and your potential customers, resulting in your website attracting traffic but being ineffective in securing enough conversions. The good news is that there are certain aspects of your website that you can evaluate to understand the root cause behind this difference. By addressing these issues, you can convert window shoppers into real-time results that matter. Let’s dive into the common barriers linked to those aforementioned aspects and explore ways to fix them.

Why Are My Website Visitors Not Converting?

You aren’t the only one struggling with turning your visitors into customers, as a lot of website owners face the same issue. Understanding the key factors that influence conversion rates can help you identify and fix the issues standing in your way of getting more sales/leads. Let’s dive into the common barriers that might be restricting your tangible results and explore ways to fix them.

Lack Of Clear Utility

Your potential customers must be able to comprehend what your offerings are all about. They must be able to identify right away what benefits your product/service brings to their table if they buy it. You might have quite a masterpiece of a website, but if it isn’t delivering your message to the target audience in an intended manner, be ready to see visitors bouncing without taking action, cutting short your conversion margin. As a business, it’s on your part to convey a clear value proposition to your customers that would help them take the required steps toward making a purchase.

Fix:

• Have a focused copy of content on your website that is free from any confusing language or too much technical jargon to make it easier for the user to understand your offerings.
• Directly address your customer’s pain points, briefly explaining how your products/services would be beneficial for them.
• Keep the tone sweet and short to help the customer grasp your intentional message easily and conveniently, helping them stay engaged throughout their time spent on your website.
• If required, include images/videos on your website wherever required to allow the customer to understand your offerings in a better manner.

Website Lacking User-Friendliness

Convenience and straightforwardness are what users prefer in the digital realm. Finding it difficult to navigate through your website might make them feel lost, which is something that you want to avoid at all costs. The unavailability of clear menus, headers, and footers will surely result in the user cruising to other websites, reducing your conversion numbers. You have to go with a website design that’s simple yet catchy and capable of captivating a user. Moreover, your site needs to perform equally well on all devices, whether it’s a PC or a mobile device.

Fix:

• You can use a heatmap tool to find out where the actual loophole is.
• Inculcate relevant changes in the navigation menus, search bars, headers, footers, and other aspects of your website.
• If required, go for changing the whole theme and design and choose something that’s more accessible to users. A website design and development company can help you with that.
• Incorporate breadcrumbs into your website to make navigation more intuitive for users.

No Contact Information/CTA

How odd would it be for you to wander through a mall looking to shop for jeans and be unable to locate a store for them? You don’t want your website visitors to face the same issue by leaving them guessing where the CTA is. Users might like your product, but they might not be able to make an actual purchase, leaving them no other choice than to leave your website. You must ensure the whole experience of your website visitors remains as smooth as possible, letting them choose your provided products and services promptly.

Fix:

• Use robust and clear calls to action (CTAs) denoting what action to take, like “Sign up,” “Buy now,” etc.
• Position the CTAs relevantly, aiding users to see them.
• Use persuasive language in CTAs and use complementary colors to differentiate them.

Absence Of Social Proofing

Social proofing matters for all businesses. They not only help you build credibility; rather, they serve as your backbone, assisting you in acquiring new clientele for your business. Additionally, trust is what sets the base for repeat business. Think of reviews and testimonials as security badges, serving your reputation day in and day out. Seeing them, users get confidence that your business is a safe and reliable one to deal with.

Fix:

• Include reviews, testimonials, awards, certifications, and even case studies on your website to let visitors know that you are someone they can trust.
• If possible, include real photos of users who have reviewed your services.
• Mention endorsements, if any, received from eminent and esteemed names.
• You can place the social proofs near the CTAs for better visibility.
• Consider mentioning the count of your served customers, helping your prospective customers know more about your credibility.

Outdated Content

In the fiercely competitive online world, it’s quite hard to stay relevant to people. Everyone wants the latest, trendy information that serves them utility. Missing out on doing it would surely cut short a cluster of audience that potentially might become your leads. Old pieces of content lack relevant keywords and the latest information. Moreover, the tendency for them to be inaccurate is also there, which might further limit your website performance.

Fix:

• Start with identifying the pieces of content that are no longer relevant for the current time and update them with relevant information and keywords.
• If required, merge different related pieces of content to reduce redundancy.
• Add schema markup to make your content more relevant for rich results, like FAQ snippets and how-to guides.

Unoptimized Content

Another probable barrier that might be restricting conversions for you is your website having unoptimized content. There could be a piece of content on your site that has a disorganized structure, grammatical errors, or typos, all of which are detrimental to your business’s reputation. A webpage featuring a low-quality image further brings down a visitor’s morale to continue their interaction with your site.

Fix:

• Ensure your site’s content is free from grammatical mistakes or typos and delivers a clear-cut message to visitors, addressing their pain points.
• Use easy-to-grab language and terminology throughout your content and put the same in a proper format for better readability.
• Use bullet points and relevant images wherever necessary.
• You can even hire a proofreader to check for errors and inconsistencies in your content to build highly engaging content pieces.

Technical Issues

Even a slight delay in the load time of a page on your website may lose you a potential conversion. You don’t want your customer to wait for 3-5 seconds just to browse through your offerings. Moreover, the majority of browsing is done via mobile devices, mandating that you optimize your website for mobile as well to make sure you don’t miss out on capturing mobile users. In brief, it’s about readying your website in such a way that facilitates easy interaction for both search engine bots and humans as well.

Fix:

• Optimize the images and videos used throughout your website by compressing them.
• Ensure your website code is clean and free of unwanted code.
• Use a responsive design for your website that facilitates it to run seamlessly on all devices.
• Remove unnecessary design elements and animations and keep everything simple yet captivating.
• Fix broken links either by updating them with a new URL, redirecting to a different URL, or removing them completely.
• Remove plugins that no longer serve any purpose to you.
• Do have an SSL certificate for your website.
• Use Google Pagespeed Insights and Google Mobile-Friendly Test to assess your site’s speed and know about the areas of improvement.
• Enable caching on our website for faster repeat visits.

Complex Checkout Process

In every way possible, you’ve got to ensure that a visitor’s experience on your site is as convenient as possible. You don’t want them to get confused or frustrated by presenting them with a complex and lengthy checkout process, as it is one of the most prominent causes of abandoned carts. Another common barrier that would restrict website visitors from becoming real customers is mandating them to fill out lengthy forms before they buy anything.

Fix:

• Simplify the whole checkout process by minimizing the steps involved.
• Include the guest checkout feature for first-time visitors.
• Demanding unexpected fees to buyers is a surefire way of making them leave the site right away. Mention everything from the product/service cost, shipping charges, and any other additional charges right away.
• For the forms, ask for only the essentials.
• Include the autofill option to facilitate faster checkouts for previous customers.
• Test out if the checkout process and form filling are working well across all devices.

No Point Of Real Contact

You, as a business owner, are interacting with real humans as customers. In any case whatsoever, would you like to interact with a bot that’s up on your website asking for more information regarding your offered products/services? No, right? The same applies to your potential customers as well. They do want a human touch, no matter how little it is. Although you can’t remain 24/7 available for every customer, someone in your place can do it. These are chatbots that will interact with the visitors at your website, helping them get their queries answered and resolved.

Fix:

• Incorporate chatbots in your website that would be trained to interact with your visitors, solving their common queries without needing any human interaction.
• You need to actively respond to every email received to address their concerns.
• If not many, you can hire at least 1 or 2 individuals who will act as a real point of contact between you and your business.

Conclusion

By understanding and incorporating the above-given tweaks into your website, you can effectively increase its chances of doubling its conversions. In just a matter of days, you will see your website turning into a conversion machine, helping you thrive and beat the competition that might be acting as the restricting force in your results. And remember, conversion rate optimization (CRO) isn’t a one-time thing; what it requires is constant changes based on algorithm updates and changes in trends. If you are struggling to generate substantial results for your business, you can partner with our company, DexDel, which will cater to your business needs using custom search engine optimization services, guaranteeing long-term success.