Why isn’t my website creating conversions?

Ideally, you want your business website to make conversions for you. As long as you can direct traffic to the site, then the site can help you to make sales. When someone clicks on an ad, that’s a great first step because it funnels them to your site, but it’s not a conversion until they make a purchase. This is why there can often be quite a discrepancy between the click-through rate and the conversion rate.

But what does it mean if your ads have a high click-through rate but the website isn’t seeing a commensurate amount of sales? Why aren’t you getting those conversions? Here are a few potential reasons to consider.

The website is confusing

First and foremost, the website needs to be intuitive so that any user can understand how to operate it in just a few seconds. If it’s too confusing – the user can’t find links, information, product pages, etc. – most people will leave the page almost immediately. They will simply seek out another option. If your bounce rate is very high, this may be what is happening, preventing those conversions.

You have the wrong traffic

Next, it’s worth noting that just getting any traffic to your website is not the goal. You need to have the correct traffic. Perhaps you’ve used the wrong search terms, for instance. Your site ranks very high, but the vast majority of people typing in those search terms are not looking for the products or services that you offer. This can lead to a low conversion rate, even when it appears that your SEO efforts are working.

There’s an issue with the price point

Finally, it could just be that the products or services are priced too high for your target audience. Perhaps you are running ads on social media or setting up pay-per-click ads that do not include the price. They do a very good job of selling consumers on the benefits of your products and services. But those consumers land on your webpage, see how much it’s going to cost, and do not convert.

These are just three areas to consider out of many potential issues that can cause a low conversion rate. If you would like assistance in increasing that rate and generating more traffic, please contact us at Content Customs at your earliest convenience.