The intention of a website is to serve as a digital platform that fulfills a specific purpose or set of objectives. Websites are created with various goals in mind. These may include providing information, promoting products or services, facilitating online transactions, building a brand’s online presence, engaging with an audience through content or social interaction, or educating and entertaining visitors.
Essentially, a website is a virtual extension of an individual, business, organization, or entity, serving as a powerful tool for communication, engagement, and achieving specific outcomes in the digital realm. The success of a website often hinges on its ability to effectively and efficiently meet these intended purposes, delivering value to both its creators and its visitors.
Aim of a website
The primary aim of a website as a point of sale is to facilitate and optimize the online buying process for customers. Such a website is designed to showcase products or services, provide detailed information, and offer a seamless and secure transaction experience. It aims to convert website visitors into paying customers by providing an efficient and user-friendly interface for browsing, selecting, and purchasing products or services.
Conversion Rate
A website conversion happens when a user completes a desired action on your website. For example, making a purchase or filling out a contact form. Every business website is built to generate conversions.
These seven reasons are a good place to start looking:
Bad Mobile Experience
Your website isn’t mobile-friendly, there is no way it will survive in these times. It isn’t enough for your site to be responsive, it has to be designed specifically for mobile in terms of content and structure. Failure to do so would mean marginalizing a substantial portion of your customer base and in turn, decreasing your conversion rate.
But what does designing for mobile entail?
- Using large and easily legible text
- Using short paragraphs
- Making sure that every key feature is just a tap away
- Having just a single call-to-action
The key is to keep testing your mobile site. Perhaps you should even ask customers and family members for feedback on your site’s mobile experience. Afterwards, you should review what is working and what is not – and address those issues.
As long as you do not ignore the importance of having a good mobile experience for your site, you can easily hone in on the reason(s) your site is not converting.
You aren’t utilizing SEO
First and foremost, if you create a website and expect it to rank without implementing an SEO campaign, it’s unlikely that you’ll ever rank.
SEO is the process of improving your website so that it has the ability to rank among the best-of-the-best in search results, and without it, your website is nothing more than a point on a map with no instructions to get there. Learn more about SEO here.
You don’t have any Call To Action
CTAs are elements on your site pages that encourage users to take the next step in the buyer’s journey. Depending on your industry, a CTA could be a contact form, an email sign up, or a “buy now!” button.
No matter what style of CTA your industry requires, you should be sure to have an abundance of them on your website. If not, users may not be able to find a clear path to convert, which is a real issue when conversions are just the thing you’re trying to drive.
Lack Of https://(SSL CERTIFICATE)
A lot of visitors to websites these days are very security and privacy-conscious. If your website does not have an SSL certificate installed and does not display the green padlock in the address bar along with the magic letters HTTPS:// then you can be assured that your conversions would suffer.
Of course, if you have an e-commerce website and are selling things on the website, then there is no question that you should have an SSL installed on the website. In fact, most of the payment gateways will refuse to work with your website if it does not have an SSL.
On top of that, Google strongly suggests that websites have an SSL and rewards sites with an HTTPS:// with higher rankings – all other factors being equal. It is a small investment that would help with conversions as well as Google rankings.
Our users are not happy with Your Website
You may be missing out on conversion opportunities if there is something off-putting about your site. Look at your bounce rate: if it is high, then you know there is something that is not appealing to users.
In such a case, you need to find out what the problem is – directly from the user. You may use heat maps and look at your user journeys via Google Analytics, but perhaps it will make your job easier to ask users directly (e.g. via a quick survey).
A few common annoyances on websites:
- You do not offer any useful information
- Navigation is too difficult
- You have too many ads or popups
- Your site doesn’t look good
These are all problems with a rather easy fix. Take your time investigating them and fix the errors as soon as you can. Reach out to us, we can help yo. Talk to us
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