Converting visitors into leads is something that should be on the top of your priority list when it comes to website maintenance. The number of conversions you achieve is indicative of your success as a WordPress website.
But what do you do if that number drops drastically and no one wants to become your lead? What could be behind the poor reception of your content and services if you are doing what you have always done for your audience? Let’s take a look at some of the most indicative reasons for low conversion rates with WordPress-based websites.
4 Reasons Your WordPress Website Isn’t Converting
1 – Lack of responsive design
The majority of people have abandoned desktop computers and laptops in favour of smartphone devices. Studies have shown that 80% of people prefer using mobile platforms such as Android and iOS to browse the internet, check their emails and make purchases.
This means that every site administrator has to think about building a website that caters to those needs. Some of the most important aspects of responsive design include:
- Short-form content that can easily be read on a smaller screen
- Easy-to-spot navigation buttons that make site browsing faster and more comfortable
- Optimized images and multimedia content that doesn’t require fast internet connections
2 – Poor SEO optimization
Search Engine Optimization (SEO) plays a pivotal role in your conversion rates. The reason for this is fairly straightforward – people like to see high-quality content on their websites. Google has made sure that “high-quality content” is synonymous with “SEO”.
An astonishing 93% of internet traffic comes from search engines such as Google, Bing and Yahoo. The keywords you choose to use in your content are often the deciding factor in whether or not you will gain more traffic and conversions. Try using Google Adwords to see which words are trending in your specific niche.
Use those words to craft your titles, subheadings and paragraphs for better SERP exposure. If you don’t know how to do it yourself, you can always turn to outsourcing for your content creation needs. Services such as Flash Essay can help you write optimized and high-quality content that can convert visitors into leads quite easily. They work with professional writers with academic education in their respective fields, so hiring one (or more) of them is a no-brainer.
3 – Website navigation issues
Sometimes it all comes down to web design issues with your navigation and layout. Conversion rates are highly dependent on the way you deliver information to your potential audience. If your site is easy to navigate and has a clear informational structure, chances are that your conversion rates will reflect on that. What are some of the most glaring indicators of poor website navigation and design?
- Too many ads, popups and prompts that constantly keep your visitors from reaching actionable information
- It takes too many clicks to get to your articles, products or purchase pages
- Your web design solution is outdated, lacks in current trends and wasn’t updated in several years
- There is a general lack of information on your landing page, the about page and contact info page respectively
4 – No calls to action
The best way to design your website for high conversion rates is to generalize your audience. While it may seem counterintuitive, it’s necessary for getting a clear picture of what you need to do. For example, calls to action represent one of the key ingredients of quality content on any website, WordPress or not.
You need to actually tell your audience what to do in regards to the content they just saw or read. Calls to action include social media icons at the end of each page, actionable “orders” at the end of each article, clear purchase and subscription buttons, etc. An alarming study has shown that 70% of businesses simply lack calls to action on their websites. With that stat in mind, it’s easy to see why so many brands are reporting low conversion rates.
The more reason you give your audience to do something about your content, the more likely they will be to do it. Being passive about whether or not you want them to become a part of your customer base will often result in them leaving the website entirely.
Long-term conversion (Conclusion)
Increasing your conversion rates is a long-term investment. Once you start getting back to your feet, you should pay attention to what your audience likes and dislikes. This will give you a good indication of what content to cut out and what to focus on in the future for keep converting.
Don’t stop monitoring your site’s activity just because you are going through a good period. Chances are that your industry’s trends will change overnight and you will have to make up for that shift in interest very quickly to remain relevant.