Is Your Website Turning Buyers Off?
More and more of us are buying products and services online, but having a website for your business is not always a blessing. While a seamless, visually enticing, interactive site can work wonders, there is a chance that your website could turn buyers off. If you’re getting a lot of visitors, but you’re not converting leads, here are some common pitfalls to be wary of.
Missing out on the mobile market
You only have to look around you when you catch a bus or grab a coffee to see that mobile phones have taken over the world. More than 50% of online traffic now comes from mobile devices. If your website isn’t mobile-friendly, you could be missing out on valuable opportunities to attract customers and generate profits.
Too much information
It’s vital for websites to provide information about the services and products a business offers, but if your pages are packed, and there are text boxes, flashing banners and adverts all over the place, this can put customers off. Your pages should be attractive, information should be easily accessible, and passages of text should be broken up with images, infographics or video clips.
Drab, dull aesthetics
Your website is essentially a virtual shop window. If you owned a store on the high street, you would probably dress that window to encourage passers-by to pop in and take a look. If your homepage and landing pages are dull and uninspiring, you might find that online shoppers are inclined to look elsewhere. If you’re not a design guru, it’s well worth considering working with a professional web design agency. Your site should embody your brand and really showcase your business in its best light. Injecting colour, adjusting the format, changing the theme and diversifying the content could make all the difference.
No clear call to action
When you design a website, every page should have a clear objective. If there isn’t an obvious call to action, you may find that your site isn’t delivering the results you anticipated. Make it easy for your customers to achieve their own goals at the same time as maximising the chances of hitting your targets. If you want web users to buy products, for example, take them to the page they need to get to via a bold or coloured link or include an add to cart button. If you’re encouraging people to join your mailing list, add a box or banner to enable them to subscribe in one click. It’s important to find the right balance between promoting your brand and being too aggressive. You want to include a clear call to action without bombarding people with offers or links.
There are few things more frustrating when you’re trying to buy a product or book a table or a hotel room than slow-loading pages. Your website should be slick and seamless. Customers should be able to make a purchase, find contact details, ask a question or sign up for emails or a callback in a matter of seconds.
A website can send sales soaring, but success is not guaranteed. If your site isn’t delivering, look out for these common errors and take steps to improve your chances of converting leads and boosting sales.