10 Reasons Why Your Website Isn’t Converting

Marketers who are pressured by their CEO or manager to design the company’s website in a certain way often end up with happy executives but unhappy users.
 
You won’t make your CEO or client happy by simply designing a pretty website, but rather by delivering on revenue.
 
We often mistake a good-looking website for one that users will resonate with and convert. But at the end of the day, users care about what you can do for them, and a pretty website doesn’t showcase this. Only content does.
 
Today, I’ll walk you through some common mistakes I often see with new website designs:
 

Your spending more time on design vs. messaging

  • At the end of the day your customers could care less about how well your website is designed, they care more about if you can solve whatever challenge they are experiencing.
  • This is not to say a great UX/UI design doesn’t matter, but in terms of priority, messaging and content should come first.

A heavy animated website usually leads to a slow website

  • Oftentimes building a simple website can yield you higher results over a heavy animated website. 
  • Having to much animation leads to more code which leads to a slower website. Check Google Analytics and view your pages bounce rates as 1 indicator as to whether you page might be slow.

If you can’t explain it to a 5th-grader them dumb it down

  • While this will depend on who you are targeting, the general idea is that the better you are at simplifying and idea the less cognitive energy a person has to use to understand what you are communicating. Most people skim anyways, and ensuring your content is easily digestible can really help with your contents engagement.

A poor site architecture can lead to confusion

  • Making sure you include the right links and menu navigation is crucial to a good user experience. 

Your form has fields that don’t align with the intent

  • I find it funny when B2B websites ask for phone numbers and company details for eBook downloads because the user already knows that you are going to hound them with sales calls. The reality is that if someone is looking to learn through an eBook, they are probably not ready to buy.

Your content doesn’t align with the intent

  • Whether you are driving paid or organic traffic make sure wherever that traffic is coming from that they are landing on a page that meets their expectations and intent.
  • if I type in “zipper shoes” on Google and I land on a page that talks about why I need to buy zipper shoes and the history of zipper shoes, you’ve already lost me.

Is your website device responsive?

  • Visit Google Analytics and see which device & browser your users are spending the most time on

You use images that don’t align with the pages content

  • Its easy to use free stock photos which is not a big deal unless it is overused. If I’m on a product page I want to see images of the product not fake stock images.
  • I often see stock photos being used in testimonial profile pictures. Either include a real profile picture or don’t include one at all.

Looking at page analytics 

  • Use Google Tag Manager and GA4 to find how users are interacting with your pages. How’s your bounce rate, scroll depth, video duration, CTR and conversion rates?

You don’t have the content needed to allow buyers to buy

  • Don’t include a pricing page if you won’t show users your price
  • Include useful pages like case studies and FAQ’s
  • A lot of B2B SaaS websites are starting to use interactive product designs to help you get a feel for what their tool is like.

Focus on being customer-centric over management-centric. The goal of a website is to drive your company results not to impress your executive team with your animation skills.

Wondering why your website isn’t converting? Today I’ll show you 10 reasons why this might be happening and what you can do to fix it.