“My website doesn’t convert.”
Is that a sentence you find yourself uttering each day in frustration? Struggling to drive leads on your website is bad enough, but what’s even worse is when you don’t know why you’re struggling to drive and convert them. You might be desperate to find a solution to the problem.
That’s probably why you’re on this page, and we promise not to let you down. Below, we’ll go over five different potential causes of your website not converting, as well as how to fix each problem and boost your conversion rate optimization (CRO) efforts. Some of the reasons your website conversions may be low include:
- Your SEO isn’t where it needs to be
- Your site isn’t mobile-friendly
- Your website isn’t secure
- You aren’t using any CTAs
- Your site makes it difficult to convert
Keep reading to find out more about each one!
1. Your SEO isn’t where it needs to be
If you want more conversions on your website, you must drive people to your website in the first place. And that requires you to get your site ranking for relevant terms in Google search results — a process known as search engine optimization (SEO).
To rank in Google and drive traffic to your website, there are several SEO tactics you should apply to your site:
- Keyword integration
- Page speed optimization
- Link building
- Image optimization
- And more!
When more people visit your site, you have a larger pool of leads that you can turn into conversions. For that reason, be sure to spend some time improving your SEO efforts.
2. Your site isn’t mobile-friendly
Another potential reason for your website not converting is that it isn’t mobile-friendly. If someone visits your website on their phone, and it doesn’t load properly for them, they’re not going to stick around long. And it’s not just users that don’t like non-mobile-friendly sites — Google penalizes those sites in rankings.
“Not having a mobile-friendly site in 2024 is no longer an option if you want to achieve online success. Creating a mobile-friendly site is critical when it comes to creating a positive user experience because if a user struggles with using your site, they are likely to leave and find a competitor that is doing it better.”
The best way to make your site mobile-friendly is to use responsive design, which is a type of web design that rearranges the elements on a page to fit the screen where it appears. That means your pages will be equally optimized for desktop and mobile, helping you retain more traffic and boost your website CRO.
3. Your website isn’t secure
Another detriment to website conversions is site security. When people convert on your website, they have to give you some type of personal information. If the conversion action is an email signup, that personal info might simply be their email address. But if it’s a purchase, they have to hand over their financial information.
Understandably, people don’t want to do this on your website unless they’re sure it’s secure. That means if you don’t have basic security protocols in place, you won’t see many conversions.
If you have an online store, you should look into getting security plugins to help keep financial information confidential. And even if you don’t have an online store, you should still use the HTTPS protocol, which is a more secure version of the standard HTTP protocol.
When users feel safer on your site, they’ll be more likely to trust you with their information. That means you’ll see more website conversions.
4. You aren’t using any CTAs
If you’re expecting users to show up on your website and convert without being told what they need to do, then you may want to rethink your strategy. To get people to convert, you should communicate to them exactly what you want from them. That requires calls to action (CTAs).
A CTA is a short sentence or blurb that tells users what to do next. A CTA could consist of plain text, but usually, you’ll want to include some sort of link or button that users can click to go to the page where they can complete the desired action.
“Using CTAs makes it easier for users to know what action they should take, and your CTA can help make that action easier during their visit. It is important to match your CTA with the context and intent behind how a user made it to that page. Only some things need to be a hard sell, so make sure your CTAs naturally move users through your conversion funnel.”
5. Your site makes it difficult to convert
Finally, your website CRO struggles may stem from the layout of your site. If your site’s navigation is confusing, or if it’s hard for users to get through the purchase process, a lot of them will give up. That’s why optimizing your website’s navigational layout is crucial.
For starters, put a navigation bar at the top of the page so that users can easily find their way to key pages on your site. Also, be sure to keep the purchase process as simple as possible. Use elements like buttons to help users quickly find their way around, and try not to make the process longer than necessary.
The more user-friendly your site is, the more conversions you’ll drive.
Improve your website CRO with help from the experts
If you’re having issues driving conversions, it’s hopefully due to one of the reasons listed above, and you now know how to fix it. However, that’s not always the case — sometimes, it’ll be harder to pinpoint the problem, much less fix it.
That’s when it can be a good idea to partner with a professional agency. Our experts have decades of experience with CRO and web design, so we know exactly what it takes to drive up your website conversions.
Interested in our CRO services? Contact us online today to get started!
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