Why is my website conversion rate falling?
This question is very asked among publishers. And it’s not a question that can be answered for sure without a correct look at your website and its rates. But there are some reasons website conversion rates fall. Discovering which are at play is a process of elimination.
First of all, you need to take a look at precisely what a conversion rate is in digital marketing and what’s considered low or high levels of conversion. Nothing worth less than huge numbers of conversion rates. People search online to collect info more than they make purchases. This means that single-digit conversion rates are considered good.
What is the conversion rate in digital marketing?
Website conversion is about getting visitors to your website. Whatever the action the user makes on your site, your conversion rate is the percentage of page visitors that do it.
Why is my website conversion rate so low?
If your conversion rate is low, it means your website is not convincing people to sign up or to do an action on your site. Think of selling a property. You have lots of visitors interested in purchasing it. The conversions are those that go on to make an offer. If you have a lot of visitors coming to look around but no one offers, you need to look at the property.
It’s the same with your website. Your website needs to give people the information they want and make it easy for them to take the next footsteps. A lot of things can be an obstacle to this, from the way your website is designed, to how it’s set up. Let’s take a look at 5 reasons why your conversion rate is falling:
You’re casting your website too much (with extensive keywords)
If you have organic website visitors but lots of them are not coming back, it could mean your keywords are too generic and non-specific. A website needs to bring in the people who are actively looking for your articles and blog posts. This means using the words people use when searching for what you write. Let’s say you write about vegan food. Targeting the keyword “vegan” on your page will bring in all kinds of searchers; people looking for vegan recipes; people browsing for vegan restaurants; or people wanting to know what veganism is.
Using a more specific keyword like “Vegan Food in London” (which is much easier to target) is more likely to bring in readers ready to make a convert!
Tracking isn’t set up properly
It’s always necessary to check there are no technical problems influencing your conversion rate, like incorrect tracking or broken links. This is especially important if the drop conversion is unexpected. Try the links and forms on your website and make sure goals and numbers are set up correctly in Analytics.
Your website isn’t convincing
Are the benefits of reading your articles evident? Does your website tell people why your articles or posts are better than others? Websites that don’t express a single point of difference risk having users leave to browse somewhere else.
Everything on your website, articles, pictures, videos, should express the benefits of what you do to a potential reader/user. Someone should come to your website and know how it is you can help them. If not, they may go anywhere else to read something that’s more convincing.
People can’t find what they are looking for
Poor and lacking content are killers for your conversion rate. People are on your website to look and explore what they were looking for.
Give readers the info they want and make it simple and easier for them to find it. As soon as someone gets a little confused, they will go away from your website. Normally into the arms of another publisher!
If you’re worried your website has poor and lacking content, experiment with it. Ask someone you know and know your website to look up something. Watch them move around the site and if you see them doubting and backtracking, you know it needs to be corrected.
Page load time
Users don’t like to wait, so every minute counts. Especially in the case of impressions, the representation of time is one of the most crucial components.
Luckily, load time is something you can decide and correct. It’s really important to look up your website and the people working with you who should be able to help you reach a load time which is good for you.
Investigating how the demand and supply pattern works, you will see that there are short times when you are “helpless” in pleasing sufficient demand.
One of the best ways to impulse and maximize your conversion rate is to work with an ad network. MediaFem, for example, is an advertising platform for publishers of websites and blogs, which allows publishers to produce revenue by giving them advertising space between their content to put some ads. For every impression or click that is made on these ads, the publisher receives a portion of the money paid by the ad network.
You just have to put the codes that MediaFem gives you in your website and wait for any of the visitors to click on it. Best of all? MediaFem is intelligent and knows how to interpret the content of your website, so the ad you put is related to your writing.
In this way, ads are integrated naturally and you get clicks much more easily while your visitors thank you for having made that recommendation.
In addition to all these recommendations, you can also focus on implementing increasing the reach of your website, the viewable positions of the ad slots, and avoiding pop-ups that may confuse the user. So, what are you waiting for to start increasing your conversion rate and gaining more money? You can sign up to MediaFem here.
Also published on Medium.