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12 Mistakes That Can Negatively Impact Your Website’s Conversion Rate

By Aaron Elliott / Dec 8, 2012 / Blogging, Business 43

What are the most common issues in most businesses that damage their conversion rates? A good look at your own business will help you discover the most common conversion killers you’re facing. Here are the top 12 mistakes that commonly impact website conversion rates negatively.

 
1. Not Making The USP Clear

What makes you unique and totally different from other businesses in your niche? Why should your customer buy your products, and how will they benefit the customer? Define your USP and make it clear at the very outset. Focus on benefits first, features later.

 

2. Not Building Trust With Customer

Build trust with the customer from the beginning by putting up security symbols such as VeriSign and a well-written but clear Privacy Policy. Use a professional-looking copy, colors and site design to further soothe the customer.

 
3. Wasting The Visitor’s Time With Boring Content Or Navigation

Both boring content and navigation will kill whatever interest your customer had to visit your site in the first time. Even if you offer the best products, your customer will soon be looking elsewhere for the same. Keep your content crisp and navigation absolutely quick, painless and very intuitive.

 
4. Ignoring Buyer’s Product-Specific Objections

If your buyer decides not to buy something after going half-way through with the purchase process, find out why. Follow up on abandoned shopping carts and understand why. Follow up on buyer feedback on product-specific objections and fix them.

 

5. Failing To Grab Your Visitor’s Contact Info

You need to grab your visitor’s contact details right at the beginning, via a newsletter signup or an early-bird free offer. Get their email Id and hopefully a physical address and a phone number to include in your campaign, if possible.

 
6. Not Putting Up Proofs To Substantiate Claims

Substantiate your claims of great product with plenty of proof. This means actual testimonials from people who’ve bought your stuff before. These testimonials must be actual, not engineered. If you can ensure that the testimonials are accompanied by your customer’s email ID or phone number, all the better. Also include a running list of how many products you’ve sold, and how many followers you have on social media and so on. Allow several points of reference for the customer.

 
7. Not Communicating Urgency Via CTA

The moment your visitor lands on your site, they should feel the urgency of your offer. Make the visitor feel that only a few days are left on the offer, or only a few products are left in a particular category. This feeling of urgency should be communicated via effective copy and a bold and visible CTA.

 
8. Failure To Reduce Perceived Risks

Anticipate and understand a certain level of the consumer’s uncertainty concerning the outcome of a decision to purchase. The perceived risk is higher when it pertains to a higher priced item, or an item that’s complex. To abet their uncertainty, consumers try to obtain recommendations and read product reviews from authority sites to be sure of their purchase. Try to reduce this risk using guarantees to soothe your customer, and putting up authoritative product reviews on your site. Provide links to well known sites where your articles about your product are published, and so on.

 
9. Transferring Visitor To Underperforming Merchant Site

If you are associated with an affiliate site or a merchant site who takes care of your order processing and fulfillment, make sure these sites are worth sending your customer to. Remember if they lose your customer, it is your loss. So partner only with the best sites.

 
10. Failure To Win An Ongoing Sale

From the moment the customer gets on your site, your aim must be to close the sale and quickly. Become your own customer to find out where the blockages are. Then work on eliminating them completely, so the customer’s path to total purchase is clear. Building customer empathy is the best way to ensure that your ongoing sale is closed quickly.

 
11. Making Changes To Your Site Without Testing

When you make a change, test it and then test it again before uploading them to your site. Use multivariate A/B testing to single out the changes that’ll work best on your audience. Apply the changes to a test site and do a usability test analysis as well, before you put up the changes on your live site. Also, don’t waste time on testing insignificant changes – make sure the changes you’re making all have a significant and positive impact on the customer-commitment path.

 

12. Doing A One-Step Sale Without Trying For A Multi-Step Sale
A multi-step sale involves the customer deeper into your site. So don’t just let the customer buy something and go away. Make sure you entice the customer with other offers and value propositions to build a relationship. Try to build a relationship with the customer from the word go, and your multi-step sales will work better.

Stephen works for Invesp, a leading company in the area of conversion optimization. He writes articles on this subject for various blogs and publications.

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