Is Your Website Hurting Your Conversion Rate?
August 15, 2017
Your creative is product-focused and eye-catching, your ad copy is concise and informative, and your ads are effectively driving people from digital platforms to your website. But somehow, you’re not seeing stellar results; people who see your ad campaign are inspired to visit your site, but they’re not buying anything, which is translating into less-than-impressive e-commerce sales and low returns on ad spend. What could be going wrong?
We examined data from numerous direct-response campaigns on Facebook, paying close attention to “pixel events,” or actions people take after seeing an ad (i.e. page views, add-to-cart, add-to-wishlist, complete registration, purchase). We analyzed the drop-off rate of customers along different landing pages on the brands’ websites, paying close attention to the exact point at which people abandon their carts or decide not to complete another desired action. We concluded that different features of a website, such as the length of your checkout process or the color of your “shop” buttons, can impact your conversion rate. Based on these findings, we put together a website health checklist. Upon taking our website recommendations to heart, SocialCode’s clients are seeing up to 60 percent lower drop-off rates and five times higher conversion rates. Does your website pass the test?
1. Your discounts and promotions appear at the top of your website
Your website should tout all promo codes and special offers as prominently as possible, preferably in the form of a banner that sits atop your website, regardless of what landing page people are visiting. For example, our team came across numerous websites that did not properly highlight how much more affordable their products were in pre-order, which lead to higher drop off rates.
2. You maintain a consistent design and color scheme for call-to-action buttons
All buttons on your website should have the same design and color so that as people scroll through, they associate that color with taking an action. Ideally, this button would be the same color as your promo code. We’ve seen higher drop-off rates on websites where call-to-action buttons come in various colors, so make sure you work with your brand strategy team to find a way to make all buttons on your website uniform (without violating your company’s brand guidelines).
3. Product landing pages tell you everything you need to know
A common mistake brands make is accidentally burying critical information, such as details pertaining to what comes in an order, free shipping or how long your warranty will last. When you drive people from your online ads to your product pages, you should make it as easy as possible for someone to learn the most important features of your product, such as what it does or what colors and sizes it comes in. You should also emphasize information that minimizes risk for the customer, such as 30-day money-back guarantees or free returns. Your “Shop” or “Add to Cart” button should sit visibly close to these details to make the purchase process as transparent and encouraging as possible. Website visitors should not have to read the fine print to learn any essential details, so isolate all pertinent information at the top for improved viewability.
4. Your website pushes people down the funnel
To ensure that your website is not just achieving awareness but actively motivating people to take action, brands should optimize their checkout process and page load time. Your customer should be able to click minimally to buy your product. People are more likely to drop off if they have to first visit a product page, then a subsequent product page to see a close-up view of the product, and then a couple of other pages before they can complete a transaction. No matter where on your website someone is, a Shop Now button should be within reach, ready for them the moment they decide to take the leap. A good example of a seamless and quick checkout process is Amazon–it makes it hard for you to turn back and abandon your cart, and you never have to look too hard to find a button that takes you to the checkout page.
We’ve also found that despite best intentions, having more than one way to complete an action on your website hurts performance. Our team saw a 74 percent drop-off rate between people who make it to a specific telco brand’s site and those who make it to the next step in the registration process. The site offered people the option to search for a specific device or to fill out a short quiz to find the device they’re looking for. Contrary to expectations, giving people multiple ways to find their device created decision paralysis or confusion. When the brand applied these insights and simplified its site such that it only offered one way to search for your device, we saw 57 percent lower drop-off rates. Ask yourself, how can I make my website as intuitive and simple as possible? Some of our clients have created a more user-friendly checkout experience by integrating with Shopify’s e-commerce platform. As a result, they have seen immense improvements in their conversion rates.
You can also quickly lose people if your website loads slowly, especially on mobile. There are so many other places people can direct their attention, so don’t let slow loading times hurt your bottom line!
5. You only ask for the information you need
Our drop-off analysis indicated that people were likely to abandon lead forms and website landing pages that ask potential customers to reveal too much information. A telco brand we worked with saw a significant jump in conversions when the website didn’t prompt people to fill out their cellphone ID number, most likely due to the fact that people cannot or do not want to find their cellphone ID number. To optimize your website or lead generation ads, you should ask yourself, do I really need a customer’s phone number to ship my product to them? Only ask for the information you need to serve the customer.
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