How to tell if your website has a conversion problem and how to fix that

Imagine this: you've spent hours crafting the perfect ad campaign. It targets the right audience, resonates with their emotions, and drives them eagerly towards your website. Yet, once they land there, crickets. The promised conversions - sign-ups, purchases, donations or something else - remain elusive. Sadly, this scenario plays out for many businesses and organisations.

While attracting traffic is crucial, converting that traffic into action is the real game-changer. A low conversion rate often signals a website with a conversion problem. But how do you identify and fix it? Buckle up, because we're about to embark on a journey of Conversion Rate Optimisation or CRO, armed with detective work, data, and a dash of creativity.

Signs that your website is conversion Kryptonite and needs some Conversion Rate Optimisation

Before we dive into solutions, let's spot the culprits. Here are some red flags indicating your website might be repelling conversions:

Low conversion rate: Industry benchmarks vary, but generally, anything below 2% warrants investigation

High bounce rate: People leaving after one page visit suggests they didn't find what they were looking for

Abandoned carts: This is especially relevant for e-commerce, but applies to any incomplete signup process

Low Click-Through Rate (CTR) on CTAs: Your 'Sign Up Now' button gets ignored. This might indicate unclear messaging, weak calls to action, or button placement issues

Heatmap data: Tools like Hotjar reveal which website elements users interact with (or not), highlighting potential pain points

Limited dwell-time on page: if your visitors spend very little time on the page you send them to, it's often a sign they've not found what they expected or wanted

User feedback: Surveys, interviews, and even negative reviews can offer valuable insights into user experience (UX) issues

Remember, ignoring these signs is like ignoring sirens on the highway. It could cost you valuable leads, sales, or even donations.

From diagnosis to cure: fixing your website conversion woes

Now, the good news! Website optimisation, or Conversion Rate Optimisation (CRO), is a dynamic field with proven strategies. Here are some key areas to focus on:

Clarity

Ensure your website's message and value proposition are clear, concise, and targeted to your audience. Use strong calls to action (CTAs) that tell visitors exactly what you want them to do, and make sure they have multiple opportunities to convert, with strategically placed buttons and even contextual hyperlinks in the copy and content.

Mobile responsiveness

In 2023, over half of website traffic comes from mobile devices. Make sure your website is responsive and user-friendly on all screen sizes. A study by Unbounce found that 57% of mobile users say they won't recommend a business with a poorly designed mobile website

Trust

Showcase testimonials, social proof, and security badges to build trust and credibility. Managing expectations helps with trust too - be honest about what people can expect when they take the action you want them to, and explain it near your CTA buttons (e.g. what happens next)

Friction

Eliminate unnecessary steps in your sign-up process. Streamline forms so they capture the bare minimum of personal information, and, again, make them mobile-friendly

A/B test

Experiment with different website elements (e.g. headlines, CTAs, and layouts) to see what resonates best with your audience

Remember, CRO is an iterative process. Track, measure, and analyze your results to see what's working and what needs tweaking.

Conclusion: don't let conversions be a mystery

A website conversion problem can feel like a frustrating riddle, but with the right tools and mindset, it's solvable.

By understanding the signs, employing effective CRO strategies, and embracing a data-driven approach, you can transform your website from a traffic magnet into a conversion powerhouse.

Remember, every conversion is a story waiting to be told – a story of impact, connection, and success.