A successful, optimised website should be able to convert at least 10% of its traffic into leads.
We aren’t saying that every lead is going to be a sale. A lead can include anything from a visitor giving you their email address, to them actually purchasing an item or leaving an enquiry.
But your website should be generating action from the hits it’s getting. After all, it’s not just there to look pretty – it’s meant to help you generate new customers for your business.
If your website is failing to make even 10% of its traffic take action, there is something seriously wrong – It might be time to put on the thinking cap, and ask yourself these questions:
Do I give enough opportunities for a visitor to take action?
This question tackles the essential point of call to actions. Are you actually calling out to your audience to take action? Do you have lead magnets and capture forms that are giving the visitor a reason to give you their email?
Is my traffic relevant?
If you’ve already armed your website and landing pages with the right call to actions, the next question to ask if whether your traffic is relevant.
Are the people visiting your website the right audience?
Are they the people who have the need and purchasing power to use the solution/service you provide?
Are they qualified visitors who are actually looking for your service or product currently?
Analysing these factors will help determine whether the problem is your website, or the people being sent to your website – after all, someone looking for a Toyato is not really going to convert on the landing page of a Lamborghini.
Am I answering their objections?
If you have the right traffic and the right kind of call to actions, you might need to put yourself in your potential customers shoes and think about what’s stopping them from taking action.
A lot of times, people may have a legitimate interest in your product or service, but are having concerns, questions or hesitations. Your website needs to foresee such objections and answer them for the customer, in order to instill confidence that allows them to take action.
Is there a demand for what I’m offering?
If you’ve answered yes to all the above points, the final step is to evaluate the demand for what you’re offering.
Whether it’s a product, service, or a special offer – the lack of conversions might be stemming from a lack of real demand or desire.
Here are a few common problems that are usually culprit for a lack of demand and desire:
Price – is your product/service priced too high or too low?
Presentation – many times it’s not what’s being offered, but how it’s being offered, that can cause problems
Offer – creating offers that portray true value is an art. Using the right offer and phrasing it in the right manner can be a deciding factor on how well it performs.
Tackle these 4 questions and you should be well on your way to converting at least 10% of your website traffic.
And the best part about a 10% conversion rate guarantee is that it’s scalable. You can increase your leads by simply increasing your traffic – provided you have a big YES to all the pointers mentioned in this blog.