You are undoubtedly aware that your website is the face of your brand and one of the primary forms of contact with both veteran and new customers. So you have probably put a lot of thought and money into making it as attractive as possible for your target audience. Then why are your conversion rates so low? Let’s examine some issues that can drive prospective customers away and discuss ways to correct them:
Confusing user experience
One of the most crucial issues today is to provide your visitors with an easy journey on your website. (Just so you know – this principle applies to every device your customers use, from laptops and tablets to apps and smartphones.) Navigating your website should be smooth and quick. Lead your prospective consumer to where you want them to be as seamlessly as possible, with a maximum of two clicks. Any more than that and you’re likely to lose them.
One of the most common problems in the digital age is that website “fashion” evolves rapidly and a website that looked innovative and sleek only a couple of years ago may seem dowdy now. Users will engage with a website that features graphics and design that appeal to their tastes, and won’t even bother to go into a website that looks dated. Consumers also dislike clutter. They want to reach their objective without going into visual overload or getting lost among a plethora of banners and offers.
Website visitors are deeply annoyed when they encounter technical errors such as 401 (Unauthorized), 403 (Forbidden), 404 (Not Found) and 500 (Internal Server Error) pages. For various reasons, the user is typically unable to access a web page, which can be a very off putting experience. Many of these errors are fairly easy to repair, and you should get your IT team or an external consultant involved in resolving them.
Even if your cross-border website is attractive and easy to navigate, if you fail to provide an easy checkout process, you may fall victim to shopping cart abandonment. Provide as short a checkout form as possible with local payment preferences, from regional credit cards and e-wallets to alternative payment methods and debit cards. Generate customer trust by being transparent about conversion rates and local taxes.
Search engine optimization (SEO) is a vital tool that keeps your website high up in the search engines. It is important to keep up-to-date with your industry’s keywords and use them correctly. Whether you have an in-house SEO expert or hire an external consultant, make sure to keep following the most recent trends.
Content is crucial to get the right message across and increase conversions. You have probably invested much thought in providing concise but attractive copy about your products and services. While engaging messaging about your offerings is crucial, it is not enough. Google likes quality content and so do your customers. By regularly generating interesting and informative new content on your website, you are establishing yourself as an industry leader and promoting ongoing involvement with your brand.