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Written by
Alex Rodukov
October 9, 2023

5 Reasons Why Your Website Stopped Converting

Let's explore the five key reasons your website might have ceased converting – and, more importantly, discover how to kickstart the journey to improvement. Read now!

Your website isn't merely a public information service; its primary purpose is to drive business growth through bookings or sales. While providing valuable information to your target audience is essential, the ultimate goal is to convert prospective clients into actual customers.

As a website owner or a business seeking to enhance its online presence, it is crucial to understand the nuances that contribute to the success of your conversion strategy. If you have recently embarked on a promotional journey and shared your data with us, consider this article as your guide to common reasons why websites struggle to convert visitors into leads and customers. It aims to equip you with the knowledge needed to transform your website into a conversion powerhouse.

Let's explore the five key reasons your website might have ceased converting – and, more importantly, discover how to kickstart the journey to improvement. Your website's success story begins right here.

Reason 1: Your Website Is Not Optimised for Mobile

In the contemporary era, the prevalence of smartphones and tablets is undeniable, with over 80% of internet users choosing to access the web through their mobile phones. Additionally, more than half of all global website traffic originates from smartphones. This surge in mobile device usage has prompted search engines to prioritise mobile-friendliness as a critical element in delivering an excellent user experience. Notably, Google's mobile-first algorithm exemplifies this shift by giving precedence to the mobile version of content for indexing and ranking.

This underscores the important role that a mobile-responsive website plays in today's digital landscape, particularly in converting visitors into customers and optimising conversion rates. The correlation between a challenging mobile experience and visitors leaving a website without converting is substantial. Factors such as a call to action (CTA) prominently displayed on the desktop homepage but becoming off-screen on mobile, or the displacement of text due to images, and logos being cut off, can significantly impact user engagement.

To ensure seamless functionality across various devices, a website should be designed specifically for mobile in terms of content and structure. This involves elements such as images, menus, and forms adapting seamlessly to different screen sizes and orientations, providing users with a consistent and optimised experience.

To achieve a website that is not only mobile-responsive but also designed with a mobile-first approach, implementing strategies for mobile optimisation becomes crucial. The basic strategies include utilising mobile-optimised templates, crafting a touch-friendly design for easy accessibility, maintaining a simple design to avoid clutter, focusing on an optimised layout for user ease, prioritising large and legible font sizes, opting for sizable buttons for easy clicks, keeping paragraphs concise for enhanced readability, and implementing a single call to action for streamlined user focus and interaction.

Reason 2: Your Website Is Slow to Load

In a world where patience wears thin within mere seconds, websites are no exception to the demand for swift performance. Research indicates that visitors are highly likely to abandon a website if it takes longer than three seconds to load. This user behaviour is consistent across studies, emphasising the critical importance of a website's loading speed.

A slow-loading website requires immediate attention to prevent potential customer loss and negative impacts on search engine rankings. In an era where every second counts, the load time and speed of a website become decisive factors in maintaining healthy conversion rates. If the site is sluggish, visitors quickly abandon it, clicking the back button and exploring alternative search results. The chances of them revisiting in the near future become unlikely. The window of opportunity to capture a potential customer's attention is incredibly brief, and a slow-loading site diminishes that opportunity within a matter of seconds.

Today’s users expect instantaneous access to information and seamless interactions. To ensure optimal website performance, it is crucial to streamline code and avoid excessive plugins that contribute to a sluggish site. Employing standards-compliant code enhances the loading process, while steering clear of Flash and AJAX prevents impediments to website speed. Clearly marking and prioritising crucial pages, optimising URLs, and eliminating the use of tables as a web design tool all contribute to efficient loading. Investing in professional hosting is another key consideration to guarantee optimal website performance.

Identifying and addressing factors that may slow down the site, such as a lack of mobile optimisation, broken links, absence of caching, messy code, unoptimised images, reliance on Flash and Java, and mediocre web hosting, are fundamental steps in maintaining a fast and responsive website.

Reason 3: Your Website Is Difficult to Navigate

The usability of a website stands as a critical factor, evident in its bounce rate, where a high bounce rate indicates visitors leaving rapidly due to dissatisfaction or difficulty in finding information. The ease with which users can access information directly influences the success of conversion rates. Therefore, a user-friendly and intuitive navigation system is essential, enabling visitors to effortlessly explore the website and locate desired information. The website's navigation should be straightforward, allowing users to find what they need with minimal clicks and without unnecessary complexities. A well-designed user experience not only enhances conversions and sales but also contributes to improved search engine rankings, creating a virtuous circle.

Enhancing website navigation involves simplifying it through a comprehensive website audit and categorising links based on their contribution to the sales and checkout process. Essential links should be prioritised at the top of the webpage, while non-essential ones can be discreetly placed in secondary navigation panels or the footer. Clear and concise navigation menus with internal links help visitors move around the site. Additionally, adhering to user expectations, such as placing checkout buttons at the top right corner, contributes to an intuitive browsing experience. In summary, establishing clear and logical navigation pathways aids in easy comprehension of the website's architecture and enhances the effectiveness of site search, playing a crucial role in optimising conversion rates.

Ensuring accessibility and efficiency requires making vital information and popular items easily accessible, allowing visitors to filter and sort options, and ensuring that search functionality aligns with users' expectations. Emphasising information clarity and relevance, along with prioritising a thoughtful layout over design aesthetics, is important. Relocating non-essential pages to the footer, reducing cognitive load through a focus on essential elements, and crafting clear copy and key messages will streamline the user journey.

Guiding users' attention and prioritising information through visual cues such as size, colour, and contrast, while maintaining consistency in colours, fonts, and patterns, is essential for aiding users in quickly scanning and comprehending content. The recommendation is to use two fonts (for headings and body text), four font sizes (for heading, subheading, body text, and CTA), and three colours (for headings, body text, and CTA), ensuring font and colour readability. It is crucial to remember that adding extra fonts, colours, or elements doesn't necessarily strengthen the message.

To enhance conversion rates, the focus should be on reducing visual noise around critical elements, particularly call to action buttons. Eliminating elements that do not contribute to the specific web page's purpose, including irrelevant links, images, or text highlights, is essential for clarity. Interactive features, excessive visuals, instant pop-ups, cookie notifications, or multiple advertised sales on one page can result in cognitive stress and high bounce rates. Therefore, prioritising user needs over design trends is vital for creating a positive user experience. A minimalist and purposeful design better caters to user requirements and facilitates a more seamless interaction with the website.

Successful examples, such as Amazon, whose familiar navigation bar and right rail organisation have become fairly consistent across online stores, underscore the importance of a clear and intuitive structure, simple and consistent organisation of products, and effective filtering options.

Reason 4: Your Website Is Not Visually Appealing

A visually appealing, polished, and professionally designed website plays a crucial role in attracting and retaining visitors, making it a critical element in the process of converting leads into customers. Design, far beyond aesthetics, serves a dual purpose of creating a positive first impression and ensuring user-friendliness. A poorly designed website, marked by confusion or navigation difficulties, poses a significant risk of losing potential customers.

To effectively showcase your product or service to your target audience, careful consideration of the colour palette is essential. Colours have the power to evoke emotions, influence perceptions, and guide user behaviour. Opting for a limited colour palette, whether monochromatic, complementary, or analogous, is a wise choice to cultivate a timeless design. This aims for a harmonious appearance that keeps the design of your site fresh, engaging, and aligned with user preferences. Additionally, embracing negative space and avoiding overwhelming visuals contribute to simplicity, ultimately leading to increased conversion rates.

Using high-quality, non-generic images and videos that align with your business's identity helps build trust and authenticity, contributing to overall lead generation. Properly sizing and optimising images for web use, along with ensuring cross-browser and device compatibility, are technical aspects that contribute to a modern, professional look and feel of the site.

To enhance both the visual appeal and functionality of your website, it is essential to ensure a clear message and offering. Clear and concise language in your content is key to effective communication and crafting compelling messages that sell. Conducting A/B tests to optimise your copy and resonate with your audience effectively is a valuable strategy. Regularly updating your website with the latest news and information is crucial for maintaining relevance.

For businesses with budget constraints, utilising DIY website builders offered by hosting companies like Godaddy can be a temporary solution. However, it is important to consider investing in a skilled website designer as a long-term goal. As your business grows and revenue increases, a custom website design becomes a strategic investment in the continued success and professionalism of your online presence.

Reason 5: Your Website Lacks a Clear Call to Action

Building a user-friendly website with engaging content is undoubtedly crucial. However, an equally vital component for facilitating the journey from visitors to conversions is a clear and compelling call to action.

The CTA serves as a guide for website visitors, directing them to specific actions that propel them further into the sales funnel. The absence of a well-defined CTA can disrupt the user journey, leaving visitors uncertain about the steps to take on your site, hindering the conversion process even when users are willing to convert. Clarity in the user journey ensures that visitors not only understand what to do but also follow through. Therefore, the call to action should be clear, concise, prominent, descriptive, and enticing.

A captivating CTA design contributes to a visually appealing website, and combining CTAs with forms enhances the capture of detailed information for leads. Depending on your industry, a CTA could range from a contact form submission and email sign-up to a direct "Buy Now" button. Implementing a "Click to Call" CTA is essential for businesses with a mobile audience, facilitating quick connections from mobile devices. Other calls to action might include prompts to "Subscribe Now", "Join", "Get Started", "Contact Us", "Call Us Today", "Download for Free", "Claim Your Free Trial", "Learn More". However, it is recommended to avoid such generic CTAs and opt for personalised and compelling phrases, as they perform significantly better (202% better, according to HubSpot).

Experimenting with different types and positions for optimal user interaction is important. Diversity in CTAs is essential to cater to different stages of the buyer's journey and align with the audience's needs and preferences. For maximum visibility, CTAs should be well-positioned on the website, obvious and relevant, with no distractions. They should be placed throughout your website, whether in the top right-hand corner, strategically repeated throughout the page, or in a prominent place on every page, guiding users towards conversion.

Considering below-the-fold CTAs is crucial, as data-driven approaches may reveal that they perform better in some cases. Testing and analysing CTA placement, both above and below the fold, based on user preferences for consuming content is essential.

Insufficient or unclear CTAs may lead to a drop in conversion rates, so there is a need to implement multiple CTAs on your site. On the other hand, offering too many options can overwhelm users and result in analysis paralysis, where visitors fail to make any choices. Therefore, it is important to strike a balance and focus on a single clear goal and CTA per page.

Concluding Thoughts

This article has explored five reasons why your website may have stopped converting. However, they do not represent an exhaustive list, and there might be other specific challenges your site faces. The key is to use this information as a diagnostic tool for identifying and resolving issues that impede your conversion rates.

If you recognise any of these issues within your business, the good news is that solutions are within reach. Implementing changes based on the insights provided can make a significant difference in your conversion rates.

For those frustrated by a non-converting website, there is a solution. Fourmeta, a trusted digital marketing agency, specialises in creating and optimising websites that drive conversions. Whether you need web design services, SEO expertise, or impactful content marketing campaigns, Fourmeta has a proven track record of delivering tangible results for clients.

Don't let your website's potential remain untapped. If you aim to increase your website conversions and transform your online presence, Fourmeta is here to assist. Contact us today, and let's elevate your website's performance.

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