Sales strategies

Top 7 conversion mistakes to avoid

- March 25, 2024 4 MIN READ
conversion rate hand turns a dial up on a meter reading conversion rate.

In today’s digital landscape, where competition is fierce and attention spans are shorter than ever, ensuring your website, landing pages and digital content are optimised for conversions is crucial, explains digital marketing expert Adam Stewart, founder of Digital Bond Marketing.

However, numerous businesses fall into common pitfalls that can significantly hinder their conversion rates.

But by understanding and addressing these errors, you can enhance user experience, boost engagement, and ultimately, increase conversions on your digital platforms.

7 conversion mistakes to avoid

Ignoring mobile users

Websites that are not optimised for mobile will usually lead to poor user experience and lower conversion rates. But here are 3 small changes that you can make to optimise your website for mobile:

  • Responsive Design: Ensure your website automatically adjusts its layout, images, and content to fit the screen size and resolution of every device, providing a seamless experience for mobile users.
  • Fast Loading Times: Mobile users expect quick access to information. Optimise your website’s loading speed by compressing images, leveraging browser caching, and minifying CSS and JavaScript.
  • Simplified Navigation: A cluttered or complex navigation menu can be challenging to use on mobile devices. Simplify your site’s navigation to make it easy for mobile users to find what they’re looking for with minimal taps.

Overlooking page load speed

Websites that take too long to load can frustrate users, leading to a higher bounce rate and lost conversion opportunities. Here are some effective ways to enhance your site’s loading speed:

  • Leverage Browser Caching: Implement browser caching, so returning visitors can load your website faster, as their browser doesn’t have to reload the entire page from scratch.
  • Use a Content Delivery Network (CDN): Distribute your content across multiple, geographically dispersed servers to reduce the distance between your website’s server and your visitor, thereby improving load times.
  • Minimise HTTP Requests: Reduce the number of elements on your page to minimise the number of HTTP requests required to render the page, which can significantly speed up load times.
  • Upgrade Your Hosting Plan: Consider upgrading to a faster hosting provider or plan. Shared hosting may be cost-effective, but it can slow down your page load speeds during peak traffic times.

Complicated checkout processes

Making the checkout process as straightforward and hassle-free as possible is essential to prevent cart abandonment and enhance conversion rates. Below are some effective strategies to simplify your checkout process:

  • Guest Checkout Option: If possible, don’t force users to create an account to make a purchase. Offering a guest checkout option can significantly reduce friction and speed up the transaction.
  • Streamline Form Fields: Minimise the number of fields customers need to fill in. Only ask for essential information necessary for the transaction and delivery.
  • Offer Multiple Payment Options: Provide a variety of payment methods, including credit cards, PayPal, and other digital wallets, to cater to the preferences of all your customers.
  • Error Notification: Design your forms to immediately notify users of errors or missing information. This prevents frustration at the end of the process due to unsubmitted forms or overlooked fields.

Lack of clear call-to-action (CTA)

Failure to include a clear and compelling call-to-action can result in confusion and missed conversion opportunities. Here are some tips for creating effective CTAs:

  • Use Action-Oriented Language: Begin your CTA with a verb to encourage action. Examples include “Buy Now,” “Sign Up,” or “Learn More.”
  • Keep It Short and Simple: A concise CTA is more likely to grab attention. Aim for no more than five words to convey your message effectively.
  • Create a Sense of Urgency: Encourage users to act promptly by using phrases that suggest scarcity or time limitation, such as “Limited Offer” or “Order Now to Get a Free Gift.”
  • Use Contrasting Colours: Make sure your CTA button stands out by using colours that contrast with the rest of your website’s design but still complement the overall aesthetic.
  • Place It Strategically: Position your CTA where it’s most visible and where it logically makes

Neglecting A/B testing

Overlooking A/B testing to optimise landing pages and other key elements can result in suboptimal conversion rates. Some elements you can test include:

  • Headlines and Subheadings: Test different variations to see which one resonates more with your target audience.
  • Page Layouts: Experiment with different layouts and designs to see if they affect user behaviour.
  • Visual Elements: Try testing different colours, images, and graphics to see which ones attract more attention.
  • CTA Design: Test different button shapes, sizes, and locations to find the most effective CTA design for your audience.

Poor Use of visuals and content

Content and visuals that do not engage or clearly communicate to the viewer can negatively impact the user’s decision to take action. Here are some tips for creating compelling visuals and content:

  • Use High-Quality Visuals: Low-quality images can turn off users and make your website look unprofessional. Invest in high-quality visuals that accurately represent your brand.
  • Include Relevant Content: Avoid using filler content or visuals that do not add value to the user’s experience.

Ignoring customer feedback

Failing to listen to and act on customer feedback can prevent improvements to the user experience, leading to lower conversion rates. Use surveys and feedback forms to gather insights from your customers. Ask about their experience with your website, what they like, what can be improved, and if they have any suggestions.

Creating a well-designed website is crucial for increasing conversions and retaining customers. By keeping these common mistakes in mind, you can improve your website’s user experience and drive better results for your business.

Remember to regularly review and optimise your website to stay ahead of the competition and meet the ever-changing needs of your target audience.  So keep testing, gathering feedback, and making adjustments as needed to create a seamless user experience that encourages visitors to become customers.

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