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Analysis / Ecommerce

9 Reasons Why Your Website Isn’t Generating Leads

lead gen

If your website isn’t generating the leads or sales you think it should, here are nine top tips you can use to increase your conversion rate, today!

1. Responsiveness

8% of people will switch devices or stop viewing altogether when they have problems accessing a website. 53% of people will abandon a website if it takes more that 3 seconds to load on the device they are using. That means you have to make sure that your website is responsive, or you will lose customers. Getting rid of sidebars and going for a minimalist look isn’t just a design trend, it’s a way to make sure that your website will load quickly and retain more customers.

2. Designed For Mobile

More people now search on mobile than they do on desktops – in the UK 57% search on mobile, 27% use PCs and 16% use tablets. Most people search on more than one type of device, meaning that they expect a seamless transition between desktop, mobile and PC. Google is also rolling out its mobile first index. That means that sites which load quickly and have a good user experience on mobile will be ranking higher in their search engine – which means that more people will be able to find your website.

3. Verticality Of Messaging

If your website isn’t generating leads or sales, it may be that the landing page that people are being sent to doesn’t match the messaging that has driven them there. If you are looking for leads, then make sure the page goes to a lead generation form, rather than your homepage. Also make sure that the call to action that you have in your adverts is matched in the copy on your website. If you’re running ads on Facebook, for example, you will get a better relevancy score which will reduce your ad costs and improve your reach.

4. Consistent Design

When people click on your website, they are looking for a good clean design. If the design is messy then 94% of people will judge your site on first impressions. It takes a twentieth of a second for people to have an opinion, so make sure that it is a good one. Also make sure that the design language is consistent throughout your website’s pages, and if you can – carry that design language into your adverts and emails. Keeping things consistent makes your company seem professional and credible.

5. Experimenting

It’s important to try new things to see what resonated best with your audience. Something as simple as removing a banner on a page can have a huge impact – it increased sales for SimCIty by 43%. Placement of call to action buttons, the inclusion of video and even having people featured in your photography can change the effectiveness of your website. You need to make it clear what the benefits are for people using your service or products – using different copy or headlines can also have a positive impact on your conversion rate.

6. User Experience

How much time people spend on your website is now one of the things that Google takes into account when ranking your page. That means your copy should either be solving someone’s problem, or engaging them another way – by giving them information or being entertaining. If it doesn’t slow the responsiveness of your website – things like testimonials, accreditations and even plug ins for social media feeds can be something that will keep people on your website for longer.

7. Reduce The Number Of Steps

Have a look at your website and see how easy it is from the customer point of view to actually give money to your business. If they have to look at a homepage to try and find a form to fill in, or have to go through pages to buy something they already know they want, then you are turning people away who have money in their hands. Make sure that they have all the information they need to make their decision – but make it as easy as possible for people to convert on your website. Something as simple as adding a PayPal option makes it much easier for people to buy online – with added protection.

8. Research

Look at your immediate competitors, and the leading companies in your industry and look at their websites. How does yours compare to theirs? Does it look as professional – or does it look too similar?  If you can’t see much difference between you and your competitors, then neither will your customers. Look at what makes you unique as a company, and make sure it is clear the advantages you offer. Make your brand seem professional, but also stand out in a crowded marketplace.

9. Retargeting

One of the best ways to increase leads and sales is through retargeting. If you put a piece of HTML code called a pixel on your landing page, then you can track everyone who has accessed your site. You can then use Google AdWords, Facebook and other services to put a message in front of people who would otherwise drop out of the sales funnel. You can adapt your message to their interactions with you, and even create dynamic ads showing them items that they just abandoned in their basket. They are 10 times more effective than display ads and for e-commerce, people are 70% more likely to convert on the retailer’s website.

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Zachary Jarvis is a Digital Marketer with one thing on his mind: Results. Uninspired by the never ending talk of ‘vanity metrics’ in the world of digital marketing, Magnate was founded - the ‘Social-First’ marketing agency. On the very rare occasion he isn’t watching Step Brothers in his spare time - you’ll find Zachary in the thick of social platforms, learning what makes us tick. This is driven by a fascination (perhaps a slight obsession...) with market trends and consumer behaviours.