You did it: You got your website built, and it’s up and running. Your friends think it’s just snazzy-tastic.
But … where are the customers? Why isn’t anyone clicking?
If this sounds familiar, it’s entirely possible that your website is killing your conversions.
Mike Belasco, co-founder and president of ConversionIQ, offered some of the top reasons he and his company see websites getting in the way of a brand’s goals. The team at ConversionIQ spends their days helping brands build better digital relationships with their customers, which leads to higher conversions.
Mistake No. 1: Asking for Too Much Information
Ever see a website that wants a boatload of information from you just to get a whitepaper? If you’re doing this to your customers, that might be why they’re not asking for what you’re ready and willing to give them.
ConversionIQ refers to this as the "value exchange”: Do users have to give more than they get?
In other words, make sure your ask matches your customer’s threshold for sharing. If you’re offering a quote for medical insurance, sure, you’re going to need more information than just a name and email address. But if you’re offering a free download, toolkit or some other promotional bit of information, it’s probably best to ask for the minimal amount of customer information (an email address) in exchange.
Why? Because it’s better to get your prospects in the door and make them feel that they’ve received an exceptional value in exchange for the information they’ve given you. This builds trust for future requests for additional information. There’s no need to scare off customers simply because you’re hungry for information.
Mistake No. 2: Lack of Trust
If you’re not using trust badges on your site, you might be losing customers as well. Trust badges are logos from credible sources—press outlets, certification associations, e-commerce outlets—that let your customers know they aren’t going to be the first ones trusting you with their information.
If your business has been featured in the press, add those logos to your home page (“As Seen In” is a frequently used convention). If you work with trusted e-commerce partners for your shopping functions, display their logos as well. But don’t get too badge-happy.
“We sometimes see clients using what we refer to as 'negative trust badges' on their sites,” Belasco says. “These are badges from unknown or lesser-known third parties. They tend to do more to negate trust than build it since customers aren’t familiar with the names and brands.”
So choose your trust badges wisely and help your customers understand why you’re A-OK to do business and share information with.
Mistake No. 3: Browser Compatibility
“This is low-hanging, yet much overlooked fruit,” Belasco notes. “Testing browser compatibility is so easy and accessible, yet we still see sites that haven’t done it.”
Does your website and all its functions work in all the most common Internet browsers? If you don’t know the answer to this question, you might be frustrating your site visitors more than you’re helping. “We’ve seen clients using one particular browser who aren’t getting any sales from site visitors,” Belasco says. Imagine the potential revenue they’ve missed.
You can check your website’s browser compatibility yourself with free tools, then pester your Web developer with any fixes.
Mistake No. 4: Slow Page Load
Is your site loading slower than a bike riding through mud? If so, your site visitors are noticing.
The good news is, this is also another do-it-yourself item on your testing list, with free sites that can demonstrate how slowly your site is loading.
The four tips above are all actionable tasks you can complete today to make sure your website is your company’s hardest working employee.
Read more articles on online marketing.
This article was originally published on October 6, 2014.