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Marketing Mistake #18 Your Website Is Losing You Sales

Most companies have had a website for a number of years. Many are perhaps on their second or third iteration. For many companies though, once the website is developed it is then left with a minimum of modification or improvement.
The business challenge though is that the website provides a potential shop window for visitors. There are three primary challenges

  1. Encouraging a visitor to navigate throughout a site
  2. Converting visitors who visit the site i.e giving them the correct experience on the site
  3. Getting sufficient of the correct type of visitors to find ,visit and explore the site
Marketing Mistake #18 Your Website Is Losing You Sales

In this article we will look at why poor conversion, poor traffic and poorly designed content on your website could be losing you sales

Website Conversion Issues

1: First Impression

What impression does a visitor gain when they first land on your website. This first impression could ultimately impact on how they navigate your site.

  • Does it inspire confidence and is a visitor going to be happy to take action (call, e mail, fill out a form) having landed on your site
  • From where ever they have landed can they easily navigate to the areas of importance to them
  • Does your Google Analytics profile look like this (see the image on the right)
    • In this real and typical example there is a very high drop off as the web content is not engaging with the visitor
    • Therefore it is pointless conducting activities to generate additional traffic as driving traffic to the site will simply increase the bounce rate i.e. the number of people who land and then exit
  • Testing should be conducted on a couple of the higher volume traffic pages to see if making changes to
    • the page layout
    • the messages and headlines
    • the call to actions and click through messages etc has any impact on reducing the bounce rate and encouraging the visitor to stay on the page for longer or click to additional pages
Marketing Mistake #18 Your Website Is Losing You Sales

2: What is the purpose of your website?

Ultimately even if your website is simply a brochure site it should still be designed to encourage action
The points of action could include

  • Generating a phone call. Sounds simple but on your website is it easy to find the phone number. I’m amazed on the number of sites that I still see where
    • You have to click to another page to get contact details
    • You have to scroll down to the bottom of the page and then use a magnifying glass in order to read the phone number
    • There is no phone number featured at all. Now while this might work for Blue Chip corporate’s or global businesses who don’t want to talk or encourage conversations, it doesn’t make sense for traditional businesses
  • A Contact Us form being completed (on the contact us page)
    • What is the benefit of the customer completing this form. Will there response be dealt with more effectively. Are they guaranteed to be called back and if so how quickly. Can the customer specify when they want to be contacted. Importantly would the customer have the confidence to complete and submit.

Requesting “Specific” information that looks of value

  • This is the classic give to get approach. I will give you this “report, data sheet, white paper, access to video etc” to access it all you need to do is give me “your name, email company etc”. Now this is where you can have opportunity for increasing or reducing credibility
    • If the report that you offer – turns out be a flaky, badly constructed piece with no value – then the likelihood is that this will reduce your credibility and when you communicate to the email address, the recipient will automatically unsubscribe
    • If the report is informative, factual, aimed specifically at the target audience, well constructed then this could be a great way of building a relationship. When you communicate with this person in the future they have a better chance of remembering that you gave them useful information

So consider the following example on the right. Which of the options A or B are you most likely to sign up for. If you are still featuring a sign up for our newsletter message then give us a call and we can see how we can increase your web sign ups.

Marketing Mistake #18 Your Website Is Losing You Sales

3: You need more traffic to your site

Your website could be losing you business if it is not being found. So what are the options of getting more visitors (prospective target customers) to see your website
Google Adwords PPC
If you need traffic fast then the quickest way to achieve this is to through Google Ad words . When evaluated accurately and set up correctly it provides a source of traffic of people who are specifically looking for what you have to sell. BUT

  1. The adwords campaign needs to be set up correctly and then managed (more of this in a future article)
  2. If your website is failing the “conversion” and “capture” elements – what is the point of generating even more traffic that will bounce
  3. Goals and conversions should be set up so that critical evaluation of the adwords performance can be completed

For many customers we have run highly targtted ad words campaigns that have generated an excellent ROI. We have inherited numerous clients who have wasted £000’s on adwords campaigns that were doomed to fail immediately they were created (all of which was 100% avoidable)
Direct Traffic
You probably already have a list of customers and prospects who you regularly communicate with. On your email footer should be a link to the website (in fact even better a link to a specific area of content on the site that is relevant to the recipient). On all business cards, adverts, exhibition stands etc the web address should feature.
If you are completing e mail marketing campaigns then this provides the ultimate opportunity to send the recipient to specific content specific pages

Organic search content
There are no shortcuts or black hat approaches to fool Google in the quest to rank your search terms for organic search. If you want to rank organically you need to have a

  • Content rich site which is being frequently enhanced by more high quality relevant content
  • Site that is set up correctly and oozes Google love
  • Optimised content that has a greater chance of ranking compared just traditional organic content
  • Site which is easy to navigate and engages with the visitor
  • An understanding of what search terms are being used by potential buyers to find the products / services that you offer
  • Resource and time available as organic ranking takes time (but is essentially Free and an Asset to you once completed)
Marketing Mistake #16 Not Creating New’s Website Content Marketing Mistake #18 Your Website Is Losing You Sales

Is Your Organic Content Ranking #1

The above is an example of content written by us that is currently ranking number one in Google

Could you Benefit from improved organic content
Find out if you could gain more search traffic by calling Andrew on 01733 361729

Marketing Mistake #18 Your Website Is Losing You Sales – In Summary

Your website could be losing you sales if

  1. It looks poor and doesn’t give the recipient the confidence they need. So if you are manufacturing high quality technically innovative equipment but your website looks dated and poor expect poor results
  2. You are not capturing the contact details of those people who have been to your site.
  3. You are not getting enough of the right traffic to your site AKA your site isn’t found

For a free website review please complete the form on the right

For more information on how to avoid marketing mistakes click here. To talk to a marketing and sales expert click here

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