You only get one chance to make a first impression online.
It takes seconds for people to form opinions about your company based on your website. A famous Behaviour and Information Technology study found that visitors can assess the visual appeal of a website in only 0.05 seconds. That’s less than the time it takes to blink an eye.
To attract and capture qualified leads, you need targeted content, analytically-inspired design, a compelling offer and a specific call to action — all packaged in a sleek, user-friendly website.
If you are struggling to convert inbound traffic online, it may be time to refresh your website. Here are six reasons why your website may be letting revenue slip through your fingertips.
1. Visual Appeal
Nearly 40 percent of people will stop engaging with a website they think is unattractive, according to Adobe. If the average small business receives at least 5,000 unique monthly visitors, that means 2,000 could be bouncing off-site because of visual appeal alone.
Data-driven design can transform your website into a lead-capturing machine by using the colors, images and layout that will best convey your offer and resonate with your audience.
2. Load Time
Slow websites make prospective customers less likely to return, less likely to make a purchase and less likely to recommend your company to a friend. A Deloitte study found that improving your page load times by just one-tenth of a second can significantly increase your conversion rates. The study showed increases of 8-10 percent in the retail and travel industries.
Reducing redirects, optimizing images and eliminating unnecessary plugins can have drastic impacts on the performance of your site, ensuring that your prospects receive the information they need about your company immediately.
3. User Experience
Customers should be able to easily and efficiently navigate through your site. Everything from your menus to your header should be grounded in research about your target audience and your plan for growth.
Research giant Forrester found that user experience strategy can raise conversion rates by as much as 400 percent. With an intentional user experience, you can elicit specific consumer behavior to achieve your desired goals.
4. Mobile Functionality
Smartphones have made it easier than ever for customers to engage with your company from any location. No matter how beautiful and high-performing your site is on a computer screen, poor mobile experiences make users 62 percent less likely to make a future purchase, according to Google data.
At a minimum, make sure to serve your mobile users smaller images, a simple search bar, large tap targets and only the most essential content.
5. Page Content
If your website copy is unclear or overly complicated, you’ll quickly lose the attention of your readers. Every piece of content on your website should point back to your differentiators and explain how your unique products or services can solve the pain points of your audience.
With the right content strategy, you can improve your website’s conversions by more than five times its existing rate, according to Aberdeen.
6. Contact Form
On every page of your site, give your customers a clear, actionable way they can take the next step with your company. If you want your visitors to request a quote for your services or submit their contact information, the number of fields you include in your contact form can make a noticeable difference.
In a SmartBrief study, forms with four fields or fewer converted nearly 50 percent of the visitors, but adding just one more field dropped that conversion rate by 15 percentage points.