You have an excellent website, even if you do say so yourself. There are some fun gifs, an eye-catching style and you have limited the number of pop-ups to seven per minute, which in your eyes is pretty good. What you cannot work out is why your customers are not going the full hog when they are scrolling your delightful online masterpiece. You have implemented the right strategies (you think) and there is enough traffic coming your way, so what is the problem? Let’s use this piece to find out.
Your Focus Is On Aesthetics
As plenty of us learn out the hard way in life, just because a service or product looks good, does not mean it is good. Whether it is that bit of stunning cake which ended up being too dry, those trousers which look incredible even though they are cutting off your blood supply, or a beautifully designed website that ends up leading your customers on a wild goose chase to get to the checkout – we all know looks can be deceiving. You don’t want to lose out on conversions due to your focus on aesthetics over navigability, and therefore you need to have a user-friendly interface (in relation to your target demographic), and you need to be aware of how your audience interacts with your website.
You Are Not Listening To Your Customers
No one likes to feel ignored, and while you might be able to get away with ignoring your mother-in-law’s phone calls for a few days with minimal repercussion, your customers might be much less forgiving. If you have a product or service they want, it could be the smallest issue you have not acknowledged that is stopping them from hitting that “buy” button. If you do not acknowledge it repeatedly, you might find yourself losing out on business because you have ignored an enquiry or issue that relatively easy to change or fix.
It is also worth noting that if you do not keep an eye on customer complaints or suggestions, you might find that you are missing out on some valuable advice from an opinion that is widespread throughout your customer base. The customers might not always be right, but if they are having to call customer service to navigate your website, they could be forgiven for looking somewhere else.
If you want to make sure you are doing everything reasonable to keep your customers happy, consider consulting a conversion rate optimisation agency.
It Is Unclear What You Are Offering
In the world of business, plenty of companies can get caught up in using jargon that everyone else is expected to understand. This might not be a problem for the seasoned businessman or -woman, but for those who are starting out and equally need the help and services that others do, it can be a little overwhelming. If your website does not make it clear what exactly it is that you do, customers are more likely to go and find one that does – especially if you have not been recommended by word of mouth and have come up from a keyword search. The best way to check this is to ask for other people’s interpretations of the services offered on your website to see if the message is aligned with what you are selling.