A steady stream of web traffic will usually equate to a steady stream of customers – but this isn’t always the case. It’s possible to get lots of visitors, but little to no leads. To improve your conversion rate, you need to identify the obstacle that is stopping your visitors from wanting to do business with you. Here are just a few measures that could help you to convert more visitors into customers.  

Work out where your visitors are coming from

Firstly, you should check where your visitors are coming from. If you’ve got analytics tools on your site, you should be able to pinpoint information such as the referral site and general demographic of your visitors as well as possibly the keywords that they may have used. It’s possible that you’re attracting the wrong type of visitors – in which case it could be worth considering the ways in which you promote your website.

SEO could be worth investing in to ensure that the right search terms are bringing up your site. Be careful of ambiguous search terms that could be attracting the wrong people – if you sell wine glasses, optimising the word ‘glasses’ could cause you to attract searchers looking for spectacles. Make sure that ads leading to your site are similarly optimised so that you’re attracting the right people.

Be wary that some visitors may not even be human – if you’ve suddenly had an unexplained influx of thousands of visitors, it could unfortunately be bots.

Check the load speed

If your website takes ages to load, visitors may be getting impatient and leaving before your site has had a chance to load fully. Try testing your site’s loading speed on different devices and different wi-fi connections to see if it’s running slow.

There are lots of ways to speed up the loading time of a website. It could be that the code on your site is too bulky and needs condensing. This is common with WordPress sites that are reliant on lots of plug-ins and embedded media. Alternatively, you may need to migrate to a faster server.

Make sure your website is well designed

If your website is poorly designed, it could also be deterring visitors and preventing them from converting into customers. It’s possible you may not have updated your website for a while and that it may look outdated. Alternatively, text could be hard to read or there could be issues with navigation. An overcomplicated checkout process could even be driving away visitors at the final hurdle.

Try to doing some research to consider way of improving your site – these web design trends for 2020 could be worth a read. You may even want to pay a professional designer to take a look at your website and suggest improvements. You could even ask friends and family members as to what they think of your site.

Give proof of credibility

Evidence that you are a credible company will help to encourage visitors to convert into customers. This could include testimonials, case studies, award badges or social media plug-ins that show evidence of your following. You could even consider a bio section with photographs of you and your team. Many visitors will trust you more if you have these small features on your site.