‘Why is my conversion rate so low?' is a question that almost every website owner has probably wondered at some point. Did you get your Google Ads up and running, only to be disappointed by low or even zero conversions? It's difficult when your SEO strategy is solid and you've invested in paid advertisements but your website traffic is still not converting into leads. The following are some common culprits behind low conversion rates.
Inadequate Landing Page Design
Is your landing page user-friendly? Does it load quickly? Is it responsive to mobiles and tablets? Do you have enough CTAs? These factors are important to consider when optimizing your website's landing page so that it is customer-oriented and linked to what your ad is aiming to achieve. Make sure that your landing page aligns with what your ad is saying to the customer. Clear and easy-to-follow landing pages can get you higher conversion rates than pages that are frilly but difficult to follow.
It is important to ensure that your landing page loads quickly as customers are attracted to good overall site experiences. Site speed, input delays, and even font size can affect user experience. Imagine this scenario: a user visits your mobile site and wants to click a button only to realize that their finger is too big and the font size and spacing are creating issues for them, or the website reacts and loads too slowly on their mobiles or tablets. You can look into conducting a site speed audit for your desktop and mobile sites and then work with a web developer to resolve these issues.
Irrelevant And Poor-Quality Content
When consumers visit your site, it is just the first part of the job. Once site visitors are there, you need to retain them by having engaging copy, exciting product pages, and clear calls to action. Irrelevant content is just as damaging as poor-quality content as it will make your visitors bounce away. The formatting and structure of the content on a page also make a big impact on aesthetics and readability is also very important. If your content is just a wall of text then the content won't really matter as customers won't take the time to read it.
If you experience a low conversion rate, this could also mean that visitors are not properly guided to take the right step toward a goal such as a purchase, a sign-up, or a request for additional information, for example. What you need to incorporate is a clear CTA such as a “Buy Now” or “Contact Us” button. It is advisable to avoid CTAs that don't stand out clearly from the page such as small buttons that resemble similar colours to other sections of the page. You can also experiment with different wording, colours, imagery, and location to figure out which combination works best for your business.
You're Targeting the Wrong Audience
If you know that your landing page and website content is high-quality, mobile-friendly, and up to par with industry standards then a mistargeted ad is most likely to be the culprit. Ensure that you update your negative keywords list on Google so that you aren't ranked for similar competitor products which you don't carry. You should focus on counting out the consumers that aren't interested in your product with well-targeted keywords.
At CAYK Marketing, our advertisement-savvy marketing team will help you create actionable conversion goals for your business and set you up for long-term business growth and success. Contact us today to learn more!