Why Your Website Visitors Aren’t Becoming Customers

Have you noticed people consistently coming to your website, viewing your different web pages but never requesting your service? You may think you’re doing everything right, but it’s just not working.

Sound familiar? Ask yourself these three questions.

  1. What do you want customers to do on your site?

  2. Can website visitors tell what they’re supposed to do? Are there clear next steps on every page (yes, every page)?

  3. Are you giving visitors the right information? Can the people visiting your website find what they’re looking for?

 

Once you have answered these questions, you should have a couple key takeaways. You’ll be able to figure out why your website visitors aren’t converting and you’ll have an idea of what you can try to make them convert.

1. What Do You Want Customers to Do on Your Site?

Before you can truly gauge the success of your company’s website, you need to know what the goal is. Are you wanting visitors to call? Fill out a form? Schedule an appointment? If you don’t know what you want them to do, how do you know they aren’t doing it?

Once you have decided the primary (and possibly several secondary goals), you’ll have a lens in which to measure success.

2. Can Website Visitors Tell What They’re Supposed to Do?

Once you know what you want visitors to do, you’ll be able to determine if they’re able to figure that out. This is done through clear direction on what to do next located on every webpage. This is what tells website visitors and potential buyers what they should do next.

It’s essential that they’re told what to do next on every page. Without clear direction on what to do next, website visitors are more likely to leave your site without doing anything further. 

3. Are Visitors Able to Find the Right Information?

This question is a little harder to find an answer for as it requires reviewing some data, so you don’t want to miss this. The best way to review this data is by using Google Analytics. Once installed on your site, Google Analytics will be able to collect a lot of data about what visitors are doing on your site.

The best data to look at here is the bounce rate and session duration. These two data points will give you an idea of how much time people are spending on your site. If you see a bounce rate higher than 70%, that means visitors are quickly leaving your website without going to a second page. This is an indicator that they aren’t finding the information they’re looking for quickly enough. Session duration gives you an idea of how much time people are spending on your website.

It’s also beneficial to review the behavior flow on Google Analytics. This will give you the chance to see what pages people are visiting and in what order. With this information, you can see what kind of information visitors are finding and what they’re not finding.

Begin Making Changes

Start by adding any missing next steps. Every page should have a clear direction on what site visitors should do next, whether it’s a form to fill out or go to another page.

Consider where site visitors will want to go from a certain webpage and make it easy for them to get there. If they’re looking at a specific service you offer, maybe they’ll want to review the areas you serve and go to a page focused on one of those regions. Or maybe they’ll want to review other blogs on a similar topic to the page they’re on.

For providing internal linking, you’ll want to focus on the pages you’ve noticed as common exit pages (unless they’re a conversion page) and pages with high bounce rates. For these pages you’ll also want to think “are visitors able to find the information they want quickly?”

If it’s not clear, revise it to be clear, concise and toward the top of the page. If the content is clearly presented, then you’re likely drawing the wrong audience to the page. You’ll want to see where people are coming from to make sure the searches are relevant. We recommend using Google’s Search Console tool for this.

Review Your Site Regularly

Once you’ve made changes, you’ll want to make a plan to regularly review your company website’s analytics. This is best done at least once a month. This will give you a chance to see how things have changed, if the adjustments you made worked and keep you in-tune with the goings-on of the website.

Start Getting More Leads Today

Once you have an idea of what to review, start improving your business’s website and see the conversion rate increase over time. Take it one step at a time and implement these tips as you add to your site.

If you aren’t ready to take this on yourself, find a company you can trust to help you out. Or if you’re already working with a marketing company and they haven’t asked you these questions, it’s time to find a new company that will.

Find More For You

Check out our blog about the importance of landing pages to get more customers.