Notice a dip in conversions lately? It could be any of these 5 reasons.
1. Your website looks like it was designed in 2010 and never updated.
Like it or not, people judge your credibility through how your website looks. I’m not saying you need to have it redesigned every year, but the industry has evolved so much in the past 3-5 years that if you haven’t updated since then, you are definitely in need of one. Design matters.
2. If your site isn’t mobile responsive, you’re not making it easy for people to view it on their phones.
Make sure it’s mobile optimized. It’s 2022. More than half of people browse on their phones now.
3. Your content is difficult to read.
Maybe your fonts are too small, maybe the content is too cramped, maybe there’s not enough white space, maybe it’s the contrast between the font colors and backgrounds.
White space and margins help with readability. If the content is too cramped, it can be very hard to read. Also, pay attention to the contrast between font colors and backgrounds. The higher the contrast, the easier to read.
I know it’s trendy among some creatives to use tiny fonts for body text because it looks artsy, but if you want people to be able to read what’s on your site, please use at least 14px and nothing smaller.
4. Try to optimize for speed.
If you have lots of images, large videos, or a poor server, your page will take time to load. Who has the patience to wait for more than 3-5 seconds? I know this is a challenge for image-heavy websites. This is where you need to make sure you have a good server, use a site caching tool, and optimize your images for web (either use an image compression plugin, or convert them all to webp). I use SG Optimizer from Siteground, which takes care of all those for me.
5. Sometimes, it’s simply the absence of call to actions.
Maybe they’re leaving because they don’t know where to go next? Try inviting them in!
You have to guide them on their journey. Tell them where to go. Call to action buttons (make them clear and easy to see) tell your site visitors that there’s more information to discover, and where they can find what they’re looking for.
There are so many ways to phrase call to action buttons:
- LEARN MORE
- LET’S WORK TOGETHER
- LET’S GET STARTED
- DISCOVER
- I WANT IN
- TELL ME MORE
- EXPLORE
- BOOK A CONSULTATION
- WORK WITH US
- VIEW OUR SERVICES
- EXPLORE OUR PORTFOLIO
- LET’S CHAT
Of course there may be other reasons – a lot of people hate videos that autoplay, for example, especially if they have sound on them. Have pity on those who are attempting to view your website while they’re at work!
You might also want to see if maybe your content just isn’t compelling enough? Or poorly worded? A professional copywriter can fix that for you.
Time to do a website audit!
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