7 Conversion Mistakes You’re Probably Making
So, you’ve got a shiny, well-designed website and potential customers are clicking through to your landing page. That’s good. You’ve won the first half of the battle. But now, the real work starts.
The potential customer had landed. And now that page plays a vital role in your sales process. That landing page alone has around seven seconds to catch a reader’s attention and make them stay. Then it has to convince them that they need to purchase your product.
If you find you have high traffic, but low conversion, then it’s time to streamline your conversion process and make it work for you. In doing that, make sure you don’t make any of these common mistakes:
1) Changing too many things at once
It’s tempting when reassessing anything to change everything at once. But doing this leads to a whole lot of data that is pretty much useless.
Say for example you change the following all at once:
- The main message of the page
- The images on the page
- The color of the “buy now” buttons
- Where you advertise
- The headings on the page
You might be thinking, great, this is sure to work. And maybe it will. You might see your conversion rate move up. But the problem is, you don’t know which change brought it about. You have no idea what’s working and what isn’t. Concentrate on one key area at a time.
2) Making unnecessary changes
It can be tempting to focus on making your website pretty. Yes, it’s good to have a visually appealing site. But is that really what your visitors come for? You could be wasting a lot of time and money redesigning things that aren’t important to your visitors. Do some market research and find out what they really want.
3) Borrowing A/B test best practices
You read an article describing how a website trebled their conversions by making one small change. And you think you’ve found the holy grail. You haven’t. What works for one site may not work for others. By all means, test the theory, but don’t just assume it will work for you.
4) Forgetting about content marketing
I’m sure you’ve heard the expression “Content is King”. It’s a phrase that’s thrown around a lot because it’s so true. It doesn’t matter how many people click onto your site – if you don’t have good content, they won’t stay. It’s that simple.
Here are some tools to make your content better:
Hemingway app ensures your website content is as grammatically accurate as possible.
Readability tool scores your content’s readability and makes suggestions for editing.
Boom editing website provides a professional editing assistance to make your content perfect and accurate.
Portent title-maker generates a brilliant and unique title – you will just need to choose the topic and wait for the results.
Сlearvoice finds online editors and writers to produce content for you.
Essayroo editing website ensures there’s no spelling, punctuation or grammar issues.
Hubspot helps with content marketing research and distribution needs.
Grammar help will ensure you’re using the right words in your content to make it readable to both readers and Google.
Ukwritings is another tool for proofreading your posts, do not neglect this part of content marketing.
5) Focusing your attention on design
While web design is important – having a user-friendly, visually appealing site will help – it’s not the only thing to consider.
You also need to think about:
- Content – is your content good? Is it relevant to your target audience? Does it give them something they can’t find anywhere else?
- Headlines – Do your headlines catch people’s attention? And do the articles associated with them deliver what you promised?
6) Ending testing too early
Once you have decided which theory you would like to test, for example, using emotive headlines as opposed to intellectual ones, you need to commit to testing for at least seven days.
If you see a spike in conversion in the first few hours or days, don’t be tempted to assume it’s down to the change you made. Many things can affect conversions:
- The time of day – Morning, afternoon, evening, night
- The day of the week – weekend versus weekday
- Seasonal purchases
Ensure your test is long enough to incorporate all of these outside variables so you can be sure if the change you made actually made a difference.
7) Making random changes
Making changes for no reason isn’t helpful to anyone. Before you even consider making a change, you need to know the following:
- What exactly are you changing? Remember, one change at a time
- Why are you changing it? Did your market research point to it?
- What do you hope to achieve by changing it? More sales? More subscriptions?
- How will you measure it? Measuring the results is so important. Make sure you have a plan in place to measure the results.
If you can’t answer the above questions, you shouldn’t make the change.
You need a hypothesis before changes can bring results. For example: Having a blue subscribe button gets more subscribers than a yellow one. This is what you are trying to prove or disprove.
By following these tips, you are giving your landing page the best chance it has to ensure a high level of conversions. Happy testing!