Conversion rate is one of the most important considerations for your website. After all, it doesn’t matter how much traffic you’re getting if everyone decides to window shop, but never buys anything. You want to try to turn as many visitors into customers as you can, but at the same time there are certain tactics you should avoid. Not only do they not work, but they can seriously damage your website’s reputation. So, if you want to avoid conversion pitfalls, here are a handful you should keep an eye out for.
Video marketing is a phenomenal way to get the word out about a service, or get traffic to your website. If that’s what you’re using it for, you’re doing just fine. Video will not convert people from visitors into customers, however; and if you spend time trying to make the perfect video to accomplish such a task, you are wasting valuable time.
#2: Too Many Badges
If you have badges that certify your site, that’s good. However, you need to put them in a highly visible place where customers who are looking for them can see them. If you have an anti-virus shield, or a medal that proclaims you won a media award in a given year, that’s great. But don’t put them on every page, or multiple times on the same page. It turns visitors off, and gives the impression you’re trying way too hard to look like a good deal.
You should always attempt to respond to people as individuals, and interact with them. In the age of social media, that’s what people expect. However, when you put on a gloss that makes it look like you personalized something, but it’s still a cookie-cutter message, your customers are going to know. Don’t use their first name if that’s all you’re going to change. Instead, send a genuine message, and give your audience a reason to be interested. A good deal will get a lot more interest then remembering Charley spells his name with an -ey.
#4: Too Many Metrics
There are three kinds of lies: lies, damn lies, and statistics. If you have a high-traffic website, chances are good you have a metrics program keeping track of all your numbers. That’s a good thing. However, you need to be able to correctly interpret all that data if you’re going to make any sense of it. Especially if you want to convert more visitors. So don’t shell out a huge amount of money for more metrics; instead, make sure you can understand the ones you have.
Testimonials aren’t a bad thing, but they are nowhere near the make-or-break requirement some people believe them to be. If you’re selling a product on Amazon, then customer reviews are a great thing to have. Posting them up on your own site just makes you look like you’re giving us references that we didn’t ask for.
These are, of course, just a few of the pitfalls waiting for you in the world of conversion rate optimization. For more tactics you should avoid, please feel free to contact us anytime!