Here's Why Your Website Conversion Rates Aren't as High As You Expected

Here are three main reasons your website conversion rates aren’t as high as they should be


Your company website is the life preserver of your business. It’s a crucial tool for attracting the right prospects and engaging them enough to turn them into the leads that will keep your business alive. Many marketers think that they have taken all the right steps in order to make their websites lead-generating machines, but they are still not seeing the results that they should. If there’s room for improvement in your website conversion rates, there are a number of steps you can easily take to help ignite your lead growth.

Here are three main reasons your website conversion rates aren’t as high as they should be, and steps you can take to address them:

1. You aren’t displaying testimonials

Today’s consumers require real, human insight about a product or service before they make a purchasing decision. And it doesn’t matter whether this insight comes from people they know or from online reviews written by strangers. 88% of consumers trust online reviews from strangers just as much as they would trust recommendations from people they know. And 85% of consumers will read as many as ten online reviews before feeling like they can trust a business.

What this means for you is that, if you’re not displaying testimonials on your website, you’re seriously hurting your site’s chances of converting leads. Fortunately, there are a variety of both free and paid tools available to help you showcase testimonials across your site, but there are a few key guidelines you should adhere to in order to make the most out of your testimonials:

- Display testimonials above the fold so they’re visible to your site visitors right away.

- Display testimonials across your web assets, including your social media pages and your form/landing pages. These are especially crucial pages for generating leads, and you should showcase the positive feedback your product or service has received there.

- Include a picture and even a link to your reviewers’ social media profiles with every testimonial. These small additions to the typical text-only testimonial display go a very long way toward helping your site visitors trust that your testimonials are real. Spectoos, for example, offer a built-in feature enabling you to display both a picture and a link to the reviewer’s online social media profile.

2. Your users are distracted and can’t find the CTA they should click on

One of the biggest conversion rate killer on a website is unclear, misplaced or difficult to find calls to action (CTAs). This also happens to be one of the most straightforward issues to resolve, and doing so typically results in an immediate boost in leads.

To keep your users from getting distracted, your website’s homepage needs to be organized, clean and easy to understand. Your homepage must clearly and briefly define what you offer, and have a CTA. Check out how BarkBox does this:


This design leaves no question as to what BarkBox does, and the well-positioned calls to action ('Subscribe' and 'Give a gift') make it easy for site visitors to get into action right away.

If you’re currently dealing with design issues that are hurting your lead conversion rates, here are some steps you can do right away:

- Create more whitespace. By limiting the amount of text and images you have on your web pages, you help keep your site visitors focused on the most important content.

- Understand and implement visual hierarchy principles. The elements on your website should be placed in a way so that they guide the visitors’ eyes to what they should see, in order of importance. This will help ensure that your site is effectively communicating to visitors and encouraging them to further engage with you by guiding them along the path you want them to take.

- Use heatmaps to track where your visitors are focusing their attention. There are a number of heatmap tools, like Hotjar, which can help you understand what changes you need to make to your site design to help you lead visitors to the places you want them to click.


3. You’re not attracting the right audience.

If your site is getting a ton of visitors, but those visitors aren’t converting into leads, then you probably haven’t effectively defined or developed a strategy to attract your target audience.

Try these steps to help your site attract the right audience:

- Create buyer personas that clearly define who your target audience is. This will be an invaluable resource for all of your marketing efforts. If you need help creating buyer personas, check out this free persona tool from Hubspot.

- Design an inbound marketing strategy that is rich with quality content that addresses your target audience’s questions and concerns. By shaping your content to the right audience, you’re increasing the chances that the most relevant prospects will consume it and arrive on your site.

- Revisit your SEO efforts. An accurate SEO plan is crucial to attracting the right people. In addition to helping make sure you’re using the right keywords for your target audience, following SEO best practices will ensure that you’re also using the right meta tags and descriptions to get you visible in SERPs and to get your visitors clicking on your links.

Conversion issues can be a troubling and disheartening problem for all businesses. The good news is that, by implementing the actionable tips above, it won’t take long before you see your lead count rising. Always keep in mind that your website is a platform for a conversation with prospects. Regularly revisiting and analyzing how you’re approaching that conversation will give you the insights you need to make the right changes and improve your conversion rates.


Tomer Harel is founder and CEO of KeyScouts. He has been practicing Internet marketing for over a decade, helping hundreds of businesses to thrive online. Despite his extensive knowledge and years of hands-on experience, Tomer is always looking to learn more and be a little bit better every day at what he does.

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