Many people may be visiting your website or blog, but if they aren’t moved to contact you, it’s time to rethink your lead conversion strategy. Jayson DeMers, a columnist for Forbes.com, points out several ways marketers are unknowingly sabotaging their conversion rates.
Serving up mediocre content: “If a visitor comes to your site and starts reading your content, but finds it to be thin, unoriginal, or inaccurate, they’ll instantly lose trust in your brand,” DeMers writes. He stresses the need for polished content on your main website pages as well as your blog.
Having hidden CTAs: Your calls to action should be strategically located throughout your site and blog. Visitors should not have to spend much time trying to figure out how to contact you. Run CTAs in the body of your blog posts and off to the side, and make them prominent with bold formatting, strong colors, or any other visual indicators, DeMers recommends. Keep in mind, however, that splattering your CTAs everywhere may make your site appear “spammy” to some users, DeMers warns.
Creating forms that are too complex: Don’t make people spend a long time filling out a form with too many fields. They’ll lose patience and click away from your site.
Failing to give instill trust: “Use trust badges, reviews, testimonials, or other indications that your brand knows what it’s doing to earn the trust of your users and convince them to follow through,” DeMers notes.
Not experimenting: Don’t be afraid to try something different. Experiment with two different approaches side by side and compare them to find out which technique is helping your brand the most. You can’t improve if you’re never willing to try something new.
Source: “10 Common Mistakes That Are Sabotaging Your Conversion Rate,” Forbes.com (Nov. 9, 2017)
