Are you missing your conversion targets? Do visitors skip your contact forms and navigate away from your ads? While it sounds depressing, many businesses have gone through such periods in the past. Sometimes it has nothing to do with the appeal of the website. Even a well designed website with a great balance of images and refreshing text content may not be able to convert.
Related Blog: How to Generate More Qualified Leads
Why are they leaving?
You may want to address the factors driving visitors away from your website before you even think about attracting new ones. Visitors may leave your site for several reasons;
1. You’re not emotional
With millions of businesses competing for traffic on the web, you need to be smart. The only way to rise above the noise is to evoke emotional responses. Serve up the feelings of your audiences and they will want to come back.
2. You aren’t motivating
Rarely do people get completely lost on the Internet. Even when they land on your website by “chance,” it is because they were looking for something similar to what you offer. Once they are there, motivate them to browse through and take action.
3. You aren’t solving a problem
Many times visitors stop at your website to seek a solution to a problem. If you can convince them that buying your product can make life better, rest assured that they will be interested. Even if they don’t buy immediately, they will be thinking about it and will come back soon.
4. They don’t feel you
Visitors may also be leaving because they aren’t impressed. Have you ever been on a site and felt like “This isn’t what I was looking for”? If your answer is YES, you can’t blame visitors who leave your website.
How do I stop them from leaving and instead convert them to buyers?
5. Utilize testimonials
Testimonials are a great way to grasp attention. Consumers want to know what people who buy from you have to say before they can make a move. In short, visitors are more likely to become buyers if past clients review you positively.
Tip: Ask your current buyers to write longer testimonials as they sound more authentic. Also, sprinkle the testimonials across several pages on the website.
6. Tell them how others are already benefiting from your product
By now you already know that people move in herds. They are highly likely to jump on the bandwagon just because so many others are doing the same.
Tip: Show visitors how others are already using your product. Tell them how many people signed up in the past one week and how many called back to say how impressed they already were. For example, Basecamp had the following message on their landing page; “Last week 5,896 companies signed up for Basecamp. Today it’s your turn.” That’s exciting, isn’t it?
7. Showcase client logos
Showcase the work you've created for clients. Having a "portfolio" tab in the main menu is a great way to do this.
Tip: If you have worked with a few recognizable companies in the past, preserve some space towards the bottom of your website where you showcase their logos.
8. Be creative with CTAs
The words you choose for your CTA messages will determine whether or not the visitor takes action.
Tip: Avoid simple CTAs such as “Click Here” and “Submit.” A great CTA communicates benefits and urgency, and is characterized by outstanding color and brevity.
There isn’t a shortcut to lead conversion. But with these tips and a bit of patience, you can definitely expect more people calling and many others buying.