Every day, your website potentially attracts visitors looking for products and services like yours. So why aren't they converting?
To start with, are you attracting the right kind of people to your website?
I stated that your website potentially attracts website visitors who are looking for products and services like yours, and this is really important to spend a little time discussing. Are you considering the needs of your potential customers when you added the content to your website, or are you simply writing about how great you are?
Is there a difference? YES! Your potential customers are not always going to search for your industry keywords when looking for your products and services, and when (perhaps even if) they land on your site, they will of course expect to see an amount promotional material. More importantly, they want to find the product or information they're seeking.
I will never forget when I spoke to a prospect about his cartography business. He created and sold the most wonderful maps. His search engine optimization was doing very well; “I am on the first page of Google for all my keywords,” he said.
I asked to see his keywords, and told him that it was unlikely that the keywords he was working on would be effective, as people who were buying maps were unlikely to type into a search engine “cartography” based keywords.
Determine Your Keywords
The first step to attracting potential customers to your website is to do a little keyword research. SEMrush has a great keyword research tool that can help you identify keywords that you can use within your website content, and in your content plan going forward. In fact, the SEMrush tool will show you how difficult that keyword could be to index for. This gives you an idea of how much effort you might need to put into a campaign in order to become more visible for a given keyword.
Add Keywords to Your Site
One you have found the right keyword, you need to make sure that your website includes relevant content based around these keywords. There really is no point simply adding these words to a page if it does not make sense, and Google will punish you if you stuff keywords in just to attract traffic without providing value to your readers and potential customers. Deliver relevant content and, if the search engines see this, they are more likely to show your site on SERPs (search engine results pages) for those relevant search queries.
Search engines rank your page by taking into account bounce rate, social shares, etc. After all, people vote for their favorite social comments and websites by sharing and exploring. If they do not like your social comment or website they will ignore your comment and click away from your website.
Check Your Analytics
This is where it gets very interesting, and is a very important factor in identifying what actually works well on your website, and what does not.
The place to look first is at your bounce rate. If this is high, you need to identify why. Remember that it is not just your home page that is the landing page, so you need to look at the whole website to identify the block. Figure out what pages may turn people away from your website.
Of course, it could be simply that your contact details are prominent on every page of your site, which is great! So, if this is the case, and you are getting the emails and telephone calls from your website, then you do not need to worry too much; however you may want to consider reasons to encourage your visitors to explore your website more.
Perhaps you have a support telephone number, and you could have a page for this with a Frequently Asked Questions area to help people find the answer before thy pick up the phone. This not only helps with the bounce rate, but of course helps with the customer experience, and also the time saved on the end of the phone sorting simple problems.
Another thing to look at with regards the bounce rate is the speed and number of times that visitor has landed on your page. You may find you have spam bots, an “Internet disease” that affects your bounce rate through no fault of your own. Google has identified this as an issue, and has a place where these spam bots can be filtered from the results. Within Google Analytics, go to your admin area, click on views and scroll down until you see the tick box to filter out spam bot activity. Don’t forget to save, and you will see a drop in spam bot activity.
Don’t panic if you have also seen a drop in visitor numbers; it is better to have a lower but more relevant website visitor than just lots of clicks.
If you look at the pages people are leaving your site on, is there anything else you can do to make them stay just a little bit longer?
Exit pages are a great indicator of website areas that you need to pay a little more attention to. When looking at the analytics and you identify a page that requires investigation, don’t forget to look at how the website visitors arrived there, too.
- Did you pay for this website visitor? In which case, perhaps the keywords on your paid search campaign needs to be evaluated, not your website.
- Was it a bot that arrived and left? In which case the bounce rate is false and you need to remove these spam bot elements to understand the true picture.
- Was this an organic website visitor? If so, what keyword did that visitor use to find your website? If the keyword is not relevant to your page, then perhaps you need to review the content of the page. If the keyword is relevant to the page, and therefore your products and/or services and your website visitors are still leaving you will need to take a look at the page.
As an example, one of the problems that a lot of companies find is the “about us” page. People want to find out more about your company and the people who work there, but then leave uninspired and without buying.
If you want to delve a little deeper, it might be a good idea to see how far people are scrolling on your problem webpage, as this may indicate which elements on the page are as far as your webpage reader can stomach. We have found that offering something for free (near the top) on this page engages the audience a little more.
When you use the Google Analytics tool, there is the ability to visualize the path your website visitor has taken on your website. This can also help you identify any blocks that are stopping your website visitor from turning into a paying customer. You can play around with the settings to see flows in different ways. As an example, changing the setting to show browsers has been known to identify an issue on a website that looked fabulous on Google Chrome but awful on Internet Explorer, and once this error was addressed, the site started to convert just a little more.
Click Intention Tracking
Another area that can be missed when looking at why your website does not perform is where people are wanting to click but cannot.
There have been many times when I expect an image or a button to take me to the next page that I should be looking at, to find that the link is either broken or non-existent. If your website has a banner telling people about your products and services, make it a clickable banner, as we have found from experience that people expect the banner will take them to the page that is being advertised.
Click intention tracking software works using X/Y coordinates. This means that you can identify not only what pages are being clicked on, but also which elements of your webpage have been clicked to take your website visitor to that new page. In addition to this, click intention tracking software will show you what people want to click and cannot. The results are often shown by way of a heat map, or a list of clicks on a screenshot of your web page. If you are serious about your digital marketing, then click intention tracking is a worthwhile investment.
Another thing that every website owner should do on a regular basis is to run an audit on their website. SEMrush offers a great site audit tool that helps you understand any issues on your website that Analytics alone may not spot.
This super tool not only gives you details of missing SEO elements such as Alt Tags, it also lets you know if you have enough content on a page, if you have too many links on your page, checks the speed of a page (again this could attribute to your bounce rate) and checks for broken links. In fact, this tool will help you correct the errors that make your website less visible than it ought to be. If you run this report on a regular basis, you can see the improvements.
- Make sure you have chosen your keywords wisely – Use the SEMrush Keyword Tool
- Add your chosen keywords to relevant pages on your website
- Check the bounce rate on individual pages
- Check that spam bots are not falsifying your Analytics
- Check your exit pages and understand why people are leaving
- Encourage people to move around your website by offering them something to move to a new page
- See how users flow through your website to identify blockages
- Look at click intention tracking software to see where people are wanting to click
- Check your website for errors regularly – use the SEMrush Site Audit Tool
Do you have additional suggestions for increasing time on page and conversions and identifying problem areas on your site? Let us know in the comments!