High volume traffic on your website doesn’t always mean that you’ll have a high conversion rate. You could invest time and money in quality search engine optimization (SEO), a network of backlinks, creative content, and a modern, mobile-friendly design — and still come up short.
If your website’s analytics show that you’re receiving solid traffic but your phone just isn’t ringing, there are several reasons why your visitors leave your site before converting.
1. Your Call-to-Action is Invisible
People’s attention spans online are very short, they’re almost as fast as someone changing channels on TV. Studies have shown that when people read content or do research online, they don’t really read the content, they scan it. This can mean that all of the lovely content you’ve spent so much time on and crafted so carefully is going to be glossed over for your headlines, or even worse, a different website.
If your content is great and it’s well organized into headings and bullets that keep your audiences’ attention span, you’ll likely get visitors to stick with your website to the end of the page. However, if your call-to-action isn’t clear and visible, your visitors are just going to click out of your website without ever contacting you. So, in order to ensure that you’re getting in contact with your visitors, it’s imperative that your call-to-action is very evident.
To do this, think about your customer’s journey when designing each page on your website. What do you want your customer to do? What do they need and how can you entice them without selling them too hard? You could put contact forms all over the page and have a newsletter sign up pop up that they have to fill out in order to view a page, but these tactics tend to aggravate visitors and could hurt your conversions even more. The trick is to find the line between making your conversion points clear and accessible without annoying your visitors with pop-ups and sign up walls.
Here are some tips for making your call-to-action visible and engaging:
- Create a simple animation that guides the visitor’s eye.
Catch their eye immediately with an animation. Modern web designers often create simple micro-animations or engaging visuals that grab the visitor’s attention, then direct that attention smack dab to the call-to-action (CTA).
The animation leads the customer through a fun and engaging experience from the beginning to the point of conversion. It’s easy to understand and simple to navigate.
- Put your phone number in the header (and make sure your visitors can call just by clicking it).
Mobile traffic and mobile browsing have already eclipsed traditional browsing from a desktop or laptop computer, so it’s important to ensure that your mobile visitors can contact you easily right there while they’re on their phones. Having a mobile phone link in your header will ensure that they can easily contact you while browsing your site. To ensure that their experience on your site is intuitive and that they can easily access both the information that they need and a way to contact you, use a sticky header on your site. It scrolls with the page so that the user never has to scroll all the way to the top to call you or navigate to a different page.
- Add a CTA button front-and-center on the hero image.
Wondering where to put a link to your contact form? Adding a button or a link in your hero image puts it front and center of your visitor when they first load the page. That way they know that they can easily contact you (and how to) without forcing the form down their throat as they navigate through your page.
2. Your Headline is Confusing
The most important thing your website should do when customers first land on it is to reassure them that they have found the page that they were searching for. Try viewing your front page or landing pages as a new visitor. Anticipating your customer’s first questions when they enter your site and having the answers waiting for them when the site loads will help them quickly be reassured that they have found the right website.
Your headline is likely the first thing that your visitors will see when your site loads. Don’t confuse your customers with a vague headline — it should explain exactly what your company does. Creative language can be nice and may speak to your brand voice, but if you’re too vague, you may lose visitors and business. Your headline should quickly communicate to visitors exactly what it us that your business does.
Try to anticipate your customer’s first question upon entering your site. What kinds of information might they need to know immediately?
- Why your company is the best
- Ease of service
Let’s look at an example.
Welcome to Six Forks Smiles!
Notice how Six Forks Smiles notes their location immediately: Raleigh, NC. Immediately beneath, they showcase three of their major service areas. This makes it easy for a vistor to see right off the bat whether or not this is the kind of dentist office they should explore further.
This is far more effective than having a page labeled Dentist. Without clear, effective copy at the top, users may not scroll down far if they’re not sure that your company is a good match for what they searched for.
Having this information immediately visible takes the guesswork out of it for your customers and they know they’ve found the right website.
3. Your Contact Forms are Too Long
Let’s say your site is doing pretty well: the site has been optimized well and is ranked at the top of Google searches for your relevant keywords; your content has enticed qualified traffic to your site; your calls-to-action have worked; now your potential customer is at the point of conversion.
Unfortunately, your super long, complicated contact form has annoyed and daunted the potential customer and they’ve navigated away before contacting you.
It’s easy to get caught up in creating long contact forms so that your sales team can capture every piece of relevant information about your potential lead. However, simple forms are far more likely to convert.
Here are typical problems on submission forms.
- “Required fields” that your customer missed caused the entire form to reboot. Now they have to fill in all their information again.
- You asked for too much personal information and spooked them.
- You overloaded them with detailed questions.
Let’s say you’re a dentist, and you want an idea of what kind of work your potential client will need to have done. By forcing your customer to explain in-depth about the issues that they’re having — which they may not even have words for — you might unintentionally frustrate them. In fact, by asking them to explain all their needs to you up-front, you’re actually putting a workload on them that your employees could do instead. Lighten your customer’s load and only ask for the bare minimum of information:
- Email address
- Phone number
Now, your staff members can call them back to find out their availability and what kind of dental services they need. Once you’ve streamlined your submission form, a website lead is more likely to convert into a client.
4. You Aren’t Promoting Your Hooks
Are you offering a special holiday deal? Do you have free shipping? Have you implemented a promotional code to save money? If you have an irresistible hook, be sure to dangle it in big, bold letters and put it right where your website visitors will see it.
Take a look at this example:
The hook “Call for our Thanksgiving Specials!” is positioned right alongside the click-to-call phone number. This combination works together to increase conversion potential.
If you look closely, you can even see a second, smaller hook at the bottom of the page. “Duke Energy To Start Charging You More!” This provides the user with another compelling reason to check out the Thanksgiving Specials that could help them save money with solar electricity.
Having a unique selling “hook” can help set your business apart from the competition and provide that extra nudge at the conversion point for your visitors to contact you.
A hook refers to that little extra something that your business and your website offer that tips the scale when a prospect is considering your business.
Small Website Hooks
- Rated #1
- Largest Selection
They may seem small, but customers are often swayed by terms like “Award-Winning” or “Rated #1.” They had better be true, though.
Large Website Hooks
- Use this promo code to get 25% off.
- First 30 days free.
- Buy now and delivered by Christmas.
If you have a free offer, you should promote it everywhere you can.
Slow-Acting Hooks — Businesses with a Longer Sales Cycle
Many businesses have a longer sales cycle. Their typical customer wouldn’t simply log into their website and make a purchase that same day. For example, if you’re offering website design, marketing consulting, or medical services, your clients will enter a research phase before they purchase. You’ll need a different type of hook to capture these customers, such as:
- Download our five-page definitive guide on Cloud Hosting.
- Sign up for our newsletter to receive coupons and deals.
- Join our mailing list for great tips.
To download the guide or subscribe to your newsletter, the customer has to simply enter in their first name and email address. This then allows you to add them to your email list and continue a conversation with them during your longer sales cycle.
However, this type of hook won’t work for all users. To someone that is trying to learn more about this technology, this is a great offer and has a high likelihood of getting them to take action. If it’s a customer looking at another product such as buying a domain, they may not be interested in this.
Throughout your website, you should be questioning whether you have asked the customer to buy, to contact you, or to get more information. You must balance this with thinking about what the benefit the users gets from doing that action.
ADD TO CART is not a hook
If you have an ecommerce site, “Add to Cart” is a function of your site, not a hook to engage the user. A proper hook in relation to buying items is:
- Get free shipping by adding $14.97 more to your cart.
- Enter promo code DISCOUNT to get 20% off.
- Guaranteed to arrive before Christmas!
Get More Conversions and Website Leads
Contact the award-winning web design and digital marketing team at TheeDigital to help get your site looking beautiful and optimized. We specialize in creating stunning websites that rank well and convert. Call our team today at 919-341-8901 or schedule your free, no-obligation consultation.