If you’re frustrated with your website’s low conversion rate despite your best efforts, you’re not alone. Many businesses face the same challenge, and the culprits are often hidden conversion barriers. These invisible foes silently drive potential customers away. But fear not, because we’re here to help you identify and overcome these barriers to achieve a healthy website conversion rate.
Barrier 1: Customers Don’t Know What You’re Selling
Know Your Customer
Before you can effectively communicate your value proposition, you need to understand your audience inside and out. Creating buyer personas is a powerful way to tailor your message to resonate with your ideal customers.
- Who are your potential customers?
- What are their pain points?
- What are their goals?
- What are their preferences?
- How do they make decisions?
Prioritize Customer Value over Product Function
Don’t just list your product’s features; focus on its benefits. Customers want to know how your product will improve their lives. So, put yourself in their shoes and answer the “what’s in it for me” question.
Demonstrate Your Offering in Action
Showing how your product works can reduce uncertainty and skepticism. It provides proof of concept and allows potential customers to experience its value. This increases the likelihood of conversion.
For instance, MarketBeat offers partial access to their report, allowing potential customers to see its value before committing to a purchase.
Barrier 2: Your Conversion UX is Overly Complex and Confusing
The online market is competitive, and a complex user experience can drive potential customers away. Simplify your checkout process and limit the number of form fields. Use tools like Hotjar to identify and fix issues in the conversion process.
Make the Checkout Process Super Easy
A user-friendly checkout page is essential for high conversions. Here are some best practices:
- Include a progress bar.
- Provide clear instructions.
- Use autofill and validation features.
- Allow editing or removal of items.
- Use a minimalist design.
Alphalete’s checkout process, with a visible progress bar and clean design, is a prime example of this.
Enable Guest Checkout
Forcing customers to create accounts can lead to up to 24% cart abandonment. Allow guest checkout and encourage account creation after the purchase.
Anytime Baseball Supply offers a hassle-free checkout process, enhancing the user experience.
Barrier 3: The Mobile Experience Hasn’t Been Optimized
With mobile devices accounting for a significant portion of web traffic, having a mobile-friendly website is essential. Slow loading times, complex navigation, and unreadable fonts can deter mobile users.
Design with Mobile in Mind
Follow these mobile site design best practices:
- Keep it simple.
- Create large, tappable buttons.
- Avoid intrusive pop-ups.
- Use legible fonts.
- Optimize images.
Warby Parker’s mobile site excels in these areas, with easy navigation and large buttons. They also offer a ‘Home Try-On’ feature, addressing a common online shopping concern.
Learn More About Redesigning your website
Barrier 4: The Lack of Trust Signals
Failing to display trust signals can erode customer confidence. Showcase customer reviews, testimonials, ratings, awards, certifications, and security badges.
Use Case Studies
Case studies provide detailed, relatable stories that build trust. They show how your offering solved specific challenges for customers. Trustshoring and GetSafe use case studies effectively to boost confidence in their brands.
Barrier 5: No Follow-Ups
98% of website visitors don’t convert on their first visit. To capture those who leave, implement follow-up strategies:
Pixel-Based Retargeting
Use pixel-based retargeting to launch targeted ad campaigns to website visitors as they browse the internet.
Email Marketing
Send personalized email campaigns to retarget visitors. Offer discounts and incentives to bring them back.
Abandoned Cart Recovery
Optimize your cart and implement strategies like free shipping and exit-intent pop-ups to recover abandoned carts.
By addressing these conversion barriers, you can transform your website into a conversion-generation machine and achieve the success you deserve.
Read – 7 Things to look in your digital marketing agency
FAQs
Website conversion barriers are hidden factors that prevent visitors from taking the desired action on your website, such as making a purchase or signing up. These barriers can include complex user experiences, lack of trust signals, and poor mobile optimization.
Creating buyer personas is a great way to understand your customers better. Research their demographics, pain points, goals, preferences, and decision-making processes to tailor your marketing message effectively.
Mobile devices account for a significant portion of web traffic. Optimizing your website for mobile ensures a better user experience, reduces bounce rates, and increases conversions, especially with the growing trend of mobile commerce.
Trust signals are indicators that reassure customers about the reliability and security of your website. They include customer reviews, testimonials, security badges, and certifications. Trust signals are crucial for building confidence and trust with potential customers.
Implement strategies like pixel-based retargeting, email marketing, and abandoned cart recovery. These tactics help you stay in touch with visitors who didn’t convert on their first visit and encourage them to return and complete the desired action.
