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Top 5 Reasons Why Websites Have A Low Conversion Ratio

May 5, 2017 |
Conversion Ratio

Every day we see tons of new businesses and new ideas arising in the market. Companies invest a lot of money and time on shaping their ideas and finally their startup is launched. Once the startup is up and running then they wait for customers and revenue but often fail. In an urge to get users they spend a fortune on PR and marketing activities which gets them a decent number of users. But, it again doesn’t suffice the end goal and hardly any of the users convert into customers. Here are top 5 reasons why some websites have a low conversion ratio despite decent traffic:

1. Lack Of Trust On Your Brand

This is the most common reason for a visitor to be skeptical about becoming a customer. It’s a human tendency to bend towards a renowned and mass favorite brand. This is the reason why people prefer market giants like amazon, Walmart, Tesco etc.

What to do?
You need to try and build your trust in any and every possible way. Use customer feedbacks, images of real people and display your associations to make your brand look more personal and trustworthy.

2. You Are not Able To Portray Your Offerings

In a quest to differentiate their product and brand, many people use jazzy messaging, imagery, and gibberish taglines. This provides a negative impact to your brand and confuses your customer. The approach should be fairly simple and the user must be able to crackdown your offering.

What to do?
Take 5-6 people from your target audience to make a focus group. Ensure that they are not aware of your brand and products. Show them your website for 10 seconds and then ask “What does the product do and for whom is it for ?”. If you don’t get the correct response for either one of your questions then you need to modify your messaging and imagery. Repeat this exercise until you get it correct (Of course with a different focus group every time).

3. High on Claims, Low on performance

It’s very easy and a routine job for a creative writer to come up with 10-20 excellent one-liners to market your product. These flattering lines can lure visitors but if your product performance is nowhere near to your claims then you are calling trouble.

What to do?
Be honest. Honesty creates an everlasting trustworthy impression. Flaunt the actual good bits of your product or service and how it can benefit users. Stay away from glittering but unreal product descriptions and false enhanced images.

4. They Simply Don’t Want it

Sometimes the reason for no conversion could be as simple as the fact that they just don’t want it. Your product or service can address their requirement or problem but may be your solution is not the type of solution they want.
For example, you may have identified obesity as a problem and weight loss as a solution. Here the identified problem is correct and logical and you might offer 20 Kg weight loss through intense training and fitness program. However, the customer might actually be looking to lose weight through diet and weight reducing beverages etc.

What to do?
It should always be a primary exercise before starting any business to identify the need/requirement/problem and what is the most popular type of solution for that problem. This helps in zeroing down on the type of solutions you want to offer. If this exercise was not done initially then it’s highly recommended to perform it.

5. A Guarantee or Replacement Option Is Missing

Who doesn’t love a sense of satisfaction and safety? Consumers will always feel more secure when they are treated with options which provide safety of their purchase. A lack of these options will definitely create second thoughts for users and the products might rest in their cart forever.

What to do?
Provide guarantee options to users. Options like 100% money back, 30-day free return, free replacement if product not the same as displayed etc. will give a great sense of safety to the users and they will become happy customers for you.

If your website conversion ratio is constantly low or dropping day by day instead of decent traffic then you must really identify the root cause for the same. If you will not understand the problem you will never be able to do anything about it and will end up wasting huge money on PR, marketing, and other less relevant things. Even if you have a low traffic on your website, don’t run behind the traffic and focus on improving your conversions for a better ROI.

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