Most businesses and entities have digital platforms to take advantage of the five billion-plus internet users in the world today. Having a digital platform is a good idea but not the end game.
You must have an online presence that attracts and gets users to take the desired action, also known as conversion. Your site may not achieve a high conversion rate because of ineffective call-to-action, targeting an amorphous audience, poor user experience, lacking clarity, etc.
NYC is one of the world’s largest centers for industries, and start-ups flock to the city frequently to take a stab at entrepreneurship. The competitive business environment compels enterprises to leverage digital platforms to maximize customer outreach.
To be successful in the digital space, you must recognize the root causes of low conversion rates and have an antidote for them.
The five most common causes of poor conversion and their solutions are as follows.
- First Impression
The typical online user takes a microsecond to shift from one site to another. For your site to be attractive to the user, it needs a compelling first impression.
A bland site or platform is easily dismissed and people are more likely to jump off the page – not staying long enough to consume the content. Consider bringing on an experienced website design agency in NYC to help build a well-designed site with an eye-catching landing page with engaging content and visual assets.
Make sure your website looks great, is convenient, and provides a seamless user experience. Remember, you are trying to get a passive user to engage and take action. Use aspects like introductory videos, mobile optimization, ease of information retrieval, etc. Avoid the pitfall of crowded content or graphics as it puts off people.
2. Target Audience
Knowing your target audience is a critical success factor for a high-conversion website. Many businesses develop their websites using what they think is great for prospective users and go live without incorporating user feedback.
The companies end up with websites that probably look good but are not responsive to the users’ needs. The outcome of such sites is poor conversion rates. Invest in research to obtain feedback on the needs of your target audience when browsing the internet. You will benefit from critical insights to help you design the web pages.
Also, before going live, undertake user experience tests to confirm that you got the user needs right and identify any hitches for correction. You can have a live testing environment with actual users or simulate one for practical feedback.
3. Mobile Optimization
Most people who browse websites do so on their mobile devices. If you build your website for desktop use, mobile users experience slow loading speeds and poor interface.
Such an experience results in people visiting and leaving your site almost immediately. It is essential to ensure that your website has a mobile interface to attract mobile device users. Mobile optimization ensures your site is user-friendly for all devices, including mobile phones, desktops, PCs, Android, Apple, iPods, tablets, etc.
Another benefit of the approach includes enabling offline communication. Users are likely to run out of data when using mobile phones, and offline use encourages them to complete a process, e.g., buying, enhancing the conversion rate.
4. Search Engine Optimization
Search engine optimization (SEO) is the process of enhancing your site to increase visitor traffic through increased visibility on the internet. To convert users, you first have to attract them to the site.
If you have low traffic on your page, it is unlikely you will have high conversion rates. With the right SEO strategy, your organization can rank among the top searches on a search engine like Google. Millions of people visit internet search engines to obtain information on different subjects. Knowing the keywords that people use for their searches helps your SEO strategy.
Undertake keyword research in your sector to determine which terminologies to use in your web content and enhance user traffic. SEO is a whole ecosystem involving digital campaigns, website traffic growth strategies, and keyword use, among others, to improve site visibility.
5. Call To Action
Call-to-action (CTA) web features are the prompts in your website to compel users to take particular actions. You may want the web visitor to click a specific link, send items to a cart, buy, pay, etc.
For effectiveness, the CTA symbols should be visible, clear, attractive, and engaging. Hidden CTA symbols frustrate users, and they move on to other sites, lowering the conversion rates. The CTAs use a combination of words and graphics to attract users.
Ensure the wordings have a coercive verb, evoke emotion, create urgency, etc., to encourage immediate action. The CTA buttons should be highly responsive because users are easily discouraged when their activity does not produce results.
Optimize to Avoid Low Conversion
A website is a substantial investment in any business, and every person wants to know that the expenditure is reaping results. Obtaining a return on investment on a website involves achieving high conversion rates.
You can achieve such a feat by avoiding the pitfalls of compromising user conversion. Keep testing what works for users because their needs change frequently, and you must keep up for sustained outcomes.