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CRO for Beginners: Why Your Conversion Rate Is Low and How to Improve Them



CRO for Beginners

CRO for Beginners: Why Your Conversion Rate Is Low and How to Improve Them

Conversion Rate Is Low and How to Improve Them, CRO for Beginners


One of the primary metrics businesses and brands keep track of to measure their success is the conversion rate. That’s the reason why a lot of organizations invest in increasing e-commerce conversion rate to improve their sales.

But what if your site visitors aren’t converting at all?

Chances are, there’s going to be a decline in your conversion rates, and you’re going to suffer the consequences.

That’s why it’s crucial to identify the underlying cause. There are a lot of reasons why you might suffer from a poor conversion rate. We’ll look more closely at these reasons in this article.

1. Targeting the wrong market

If you want to improve your conversion rate, you have to be clear who your customers are. If you’re targeting the wrong market, you’ll end up with lower conversion rates. As a result, your sales will decline.

To adequately address eCommerce conversion rate issues, you have to know what your target market wants.

Utilize web analytics to understand how people are behaving in your site, as well as social analytics to understand what they’re sharing.

You also need to pay close attention to customer interactions and online reviews and gather other relevant customer information through online surveys.

Doing so helps you gain more insight into your ideal target market.

2. Your call-to-action might be the problem

Do you have a CTA that’s written clearly, and highly visible? Your call-to-actions play a crucial role in your conversions.

It’s essential to have a sole CTA so that your audience wouldn’t doubt what to do next.

However, note that having an excellent CTA is more than just the copy. You should also have the right colors and design so that users would notice it.

Once people can see and understand your CTA, they’re more likely to take action.

3. Your landing page copy is dull and boring

You might like to talk a lot about what your company does and makes. Your sentences are too long that it’s often mistaken as an academic essay.

However, your goal isn’t to bore your customers to death with your page copy.

Ideally, keep your copy short and concise. Most people skim and read through images these days.

The more you understand how a typical customer goes through a landing page, the more you’ll get them to convert.

4. Having poor user experience on your website

User experience is one of the most valuable things that you need to take into consideration if you’re evaluating your conversion rates.

If users can’t instantly find what they want or need, they’ll look someplace else.

For instance, if you’re an e-commerce site and a user stumbles across your website on search engines, they don’t know anything about your brand and your products.

If you don’t put a push notification or a pop-up, chances are, users wouldn’t understand.

5. Your website isn’t optimized for search engines

Your goal is when a prospect looks for something in Google, you’ll appear on top of the search results.

If you’re running ads, while you’ll be getting plenty of clicks, but you won’t appear organically on search results for relevant search terms.

So, create excellent content and optimize it for search. The higher the traffic, the greater the opportunity you’ll have in converting prospects into loyal customers.

Remember that higher traffic doesn’t necessarily mean higher conversions. You still need to focus on producing high-quality content.

6. Slow website loading speed

Your site speed makes a significant difference when it comes to your conversions.

In fact, even a two-second delay in your page’s load time boosts your bounce rates by more than 100%. You heard it right, your conversion rates can double, and that means that you can be losing an enormous amount of visitors.

Having a site with a slow-loading time not only significantly affects incoming visitors, but it also prevents future visitors from buying from your website.

7. Your site doesn’t translate well on other devices

According to Search Engine Land, mobile searches have now overtaken the number of desktop users in 10 countries, and that includes the US and Japan.

There’s no denying that the number of users searching the internet via mobile devices are continuing to rise.

Since site visitors expect an optimal user experience on whatever site they visit, you need to have a mobile responsive website or a site that isn’t difficult to use on mobile. Otherwise, users will leave your site for another that offers a better experience.

8. Your checkout process is too complicated

Having a fast loading site is excellent, and similarly, you need a quick check-out process as well. After all, your goal is to make things easy for your target customers.

For instance, if a user wants to add something to their cart and then wish to edit it, you should let them do so in the check-out instead of going back to the store. Otherwise, you’ll break the momentum.

9. You lack social proof

Social proof is crucial if you want to build your brand’s credibility in the long run. For instance, a landing page that doesn’t have enough social evidence could result in fewer leads.

Therefore, one of the biggest conversion killers is a lack of social proof. Keep in mind to avoid testimonials that seem too generic as well, like “excellent product!” or “it’s a great product to use.”

Chances are, those kinds of material won’t make any significant impact and can even hurt your conversion rates. Instead, focus on the authenticity and the content of the message.

10. You have no remarketing strategy

Remarketing is a great way to get the attention of users who visit your site and leave without purchasing anything. Some people aren’t ready to buy anything the first time they visit your site.

Ever wondered after visiting a site and log on to Facebook, you would see an ad on the site you’ve visited previously on the sidebar? That’s a great remarketing action right there.

Over to You

Now that you understand the main reasons why a website suffers from a low conversion rate, it’s time to apply what you have learned and see the results.


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