Why is your conversion rate lower?
Have you ever wondered whether your website might be leaking? No, this is not a typo — a website is said to be leaking sales if the engagement rate is lower and the audience for the website does not stay longer.
To increase the engagement rates of your website, you need to find out the ‘leakages,’ which are the factors that lead to the straying of the audience from your website.
If the engagement rate of the business website is lower, then conversely, the bounce rate would be higher, which would result in the Google algorithm deducing that the content on your website is of lesser worth.
The best method to analyze it is to get a deeper look at the analytics and deduce that which element of the website got more traffic as well as research which other element got the minor traffic; you might be able to find a pattern wherein the audience visited the website through a keyword and ended up following the website, you can try to use this factor and even modify it for your benefit.
Despite the above step, if the engagement rate remains low, the issue can be technical or, in most cases, customer-centric.
The technical issues revolve around how the website is set up — it could be the slow loading speed of the website or how the UI is set up; the former is a major turn-off for many a customer who prefers a speedy resolution to their queries.
In light of such technical issues, one should employ an able team of experts who are equipped to handle and resolve such problems, and with that successful resolution, you can increase the conversion rates.
However, if the issues are customer-centric, you need to look deeper into the issue as the one in charge.
To resolve the customer-centric issues, you need to clarify who your customers are and your target audience; remember, all the target audience members are not potential customers.
To have clarity regarding your customers, you must be aware of the customer persona and implement it in your business.
A customer persona is the depiction of the comprehensive identity of your ideal customer based on market research and actual, real-time data about your present consumers. It contains the consumer demographics, behavior patterns, motivations, and objectives around the business.
With the aid of the customer personas, you can understand the types of customers your business attracts and have an idea of different sets or groups of consumers. You get to know where a particular group lives, their age bracket, and maybe some purchasing behavior. Being equipped with all this information, you can better understand these homogenous groups to modify your business strategy accordingly and attract more potential customers to your website.
While creating customer personas, please make at least three to four templates of the same; you can get them professionally through the services dedicated to them. Once you have the customer personas, analyze them to detect the significant hooks preventing them from straying from the website.
Identify the core beliefs of the potential customers and visitors, and analyze how these core beliefs can be used to attract more traffic to the website.
For instance,
Here is how we did it for one of our clients:
we had an architect who came in as a client for the said issue — her problem was that her sales were mainly fulfilled through the ads, and once the ads were discontinued, the sales would dry up. The overall brand position and online presence were terrible. So an action plan was drafted to improve her online presence and reduce her dependency on ads.
We drafted customer personas for the two types of audience — the B2B and B2C; now, the B2C customers were from the luxury category and sought her as she worked in a niche field; on the other hand, the B2B customers had a solid authority in the area and were looking for the individuals with increased self-sufficiency. So, we had to draft a plan catering to these two categories, letting our client rake in the profits in the long term.
First and foremost, to increase the lower engagement rate, considering the niche work she was dealing with, we decided to implement Pinterest Marketing, which proved to be the game changer. Within 45 days, we got tremendous results — the traffic of forty-five thousand visits had now swelled to that of two million.
Most traffic had now been diverted to the product and case study pages, and the sales shot up without the dependency on ads. There was an increase in the number of inquiries and the conversion rate.
Marketing can be easy if done right; sometimes, many businesses do not necessarily need an expert in all instances. Seven out of ten times, you need a reliable individual or a team of skilled individuals who can plan your business’s strategies and chart out a road map for the future of your business.
Now, you would be wondering how to ensure the marketing for the business is done right — for that, you need to have a sound tracking system for the website; it is better to have heatmaps installed to analyze the traffic the user behavior. You should also consistently check on the customer journey tree and the users and potential customers who visit your website.
As a business owner, you should always have a checklist to ensure that the metrics and the KPIs are met regularly; with these practices, you can come close to your goals.
