Reasons Why Your Website Isn’t Converting Visitors into Paying Customers (and How to Fix Things)

It looks like you’re doing everything right: you get a decent amount of traffic from social media, PPC ads, e-mail marketing and so on. Still, very few of the people who visit your website turn into paying customers.

So, what gives?

Across industries, the average conversion rate is 2.35 percent. This means that you should get at least two paying customers out of every 100 visits. However, the best websites can convert more than five percent of their visitors. If you’re nowhere near that, you might be doing one of the mistakes below:

1. You don’t have (good) landing pages

Simply having an about page and a list of services or products on your website doesn’t cut it anymore. Whether you’re driving visits from PPC ads or e-mail campaigns, you need to have landing pages that are tailor-made for each product and each ad.

Even more, you should have two pages for each in order to do A/B testing and see which one brings the best results. Creating the perfect landing page is not an easy job. You need to find the perfect CTAs, the right colors and the right messages. But when your conversion rates improve, you’ll see that the effort was worth it.

2. You don’t have (good) calls-to-action (CTAs)

You have written lengthy descriptions of your products or services, but you left out the most important thing: letting people know that they should buy them. CTAs are not just for reminding them that you’re selling something (as opposed to simply bragging on the Internet about your awesome services), they also serve usability purposes.

You don’t want people clicking multiple times and wondering how to make the purchase. Not the era of speed. This is where CTA buttons come into play: the more visible and accessible, the better. Contrasting colors are also recommended in order to make them pop.

3. Your website is all about you

“We are the best,” “we are committed and reliable,” “we are top specialists in our field,” “our products are 100 percent organic.”

Do any of these sound like your website copy?

If so, you need to change it immediately. The average person is exposed to thousands of ads each day. Your website shouldn’t be perceived as one. Instead, you need to change the focus to the benefits your clients can yield. Here’s how to change the rhetoric:

“We are the best” “Work with the best team in town”

“We are committed and reliable” “Your orders will be shipped with no delay”

“Our products are 100 percent organic” “Support the environment and your health with organic products”

This small change helps potential buyers see the benefits immediately. They don’t have to infer them; you’ve already spelled them out, thus shortening the time readers need to make purchase decisions.

4. Your website lacks testimonials or social proof

Unless you’re already incredibly famous (think Mercedes level famous), you’ll have to prove that your products or services are worth it. Simply saying so isn’t enough.

However, there’s an easy fix for that. It turns out that 88 percent of users trust online reviews just as much as personal recommendations from friends or family. If you haven’t already, you need to start creating:

• Testimonials – add them in a very visible place.

• Online reviews – social networks or websites like Yelp or TripAdvisor are great. Just be sure to add a plugin that makes them available on your website or add a link to them.

• Case studies – ask your most reliable clients to describe exactly how your product or service helped them. Send your case studies via email or make them available for download on your website.

Encourage people to leave reviews, feedback or testimonials. You will see that most of your delighted customers will be happy to do so – you just have to point them in the right direction.

5. Your website is not mobile responsive

The average American spends 87 hours per month browsing the Internet from a mobile device. With the continuous development of new mobile gadgets (just think about Smartwatches), these numbers are bound to rise.

You can no longer afford to ignore such a significant chunk of your market. The good news is that it’s never been easier to get a mobile responsive website.

Even better, this is a one-time investment. As soon as your web developers finish their work, your website will work flawlessly on any screen, irrespective of its size.

6. Your website is painfully slow

It’s been seven years since Google announced that slow websites will rank lower than their faster counterparts. In the era of mobile Internet, this is even more important.

If your website takes more than four seconds to load, it will most likely be penalized by Google. Why? Because it offer a poor user experience and Google wants to promote excellent UX (aside from outstanding content) in the first search results.

Test your site’s speed here. If the result is unsatisfactory, reach out to your web master and fix the problem as quickly as possible.

The key to converting more visitors into paying customers

All the six points above can be reduced to a single take-away: create an excellent experience for your visitors and they will turn into customers.

That’s it. Offer relevant, customer-centric content, ease of navigation, speed and mobile responsiveness and you’ll improve your conversion rate. The best part about this is that you’ll need a minimal investment.

Adriana Tica is an expert marketer and copywriter, with 10 years in the field, most of which were spent marketing tech companies. She is the CEO of Idunn, a digital marketing agency that helps clients all over the world with copywriting, social media marketing and marketing strategy. Follow her blog here: