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A conversion rate is a key indicator of a website’s success. It’s how many people are taking the desired action – whether that be making a purchase, filling out a contact form, or signing up for a newsletter. A low conversion rate is a major concern for any business, and it can cause a significant drop in sales. (Searching in Google, “Video thought leadership“? Contact us today!)
Keeping in Touch with Industry Disruption.
In any business, changes in consumer behavior can have a dramatic impact on conversion rates. For example, during the holidays, a company may experience more traffic from social or PPC campaigns, but fewer people are purchasing products or services. This can lead to a decline in conversions as prospects perform more comparison shopping.
Another factor that can negatively affect a site’s conversion rate is competition in the industry. If your competitors are offering better prices, more promotions, or even free shipping, customers may choose to go elsewhere.
If you’re a retailer, consider implementing an online coupon system that offers discounts to new customers or a free trial period. In the long run, this can lead to higher conversion rates.
A poor user experience can also be a reason for a lower conversion rate. If a visitor has to navigate through pages that are hard to understand, they will likely leave your site before converting. It’s important to test and optimize every step of your website’s conversion funnel.
Mismatching Ads With Landing Page Content.
Having the wrong keywords can be a significant reason for low conversion rates. If you’re advertising on Google with a keyword such as “getting started with email marketing,” for example, you may attract traffic from people who are not interested in your product.
It’s also a good idea to use paid ads that target the right people. This could include a remarketing campaign that targets people who have previously visited your site or a specific audience.
In some cases, ad platforms will send you a report that shows the average conversion rate for your industry. While this is an effective way to benchmark your ad’s performance, it can also be misleading.
For example, an ad that has an impressive CTR for the term “getting started with email marketing” might not be able to turn into a conversion if it’s being shown on a technology hobbyist website that’s trying to sell a line of apparel.
A slow-loading landing page is another common reason for a poor user experience. Load times can be a big deterrent for visitors, especially on mobile devices. A fast-loading landing page can reduce a site’s bounce rate and increase conversions.
Changes to a Website’s Design Can Affect Conversion Rates.
Some businesses make the mistake of changing the design of their websites without testing the new designs. While a fresh look may be attractive, people are often more comfortable with what they know and don’t like change. If your website’s design is outdated, or if it’s missing crucial features, your conversion rate may decrease.