A high conversion rate is critical for any online business hoping to maximize its ROI. After all, if you can’t convert leads into customers, what’s the point?
Unfortunately, there are many mistakes that business owners make which can hurt their conversion rate. Whether it’s poor website design or a lack of payment methods, these mistakes can be costly and adversely affect your bottom line.
In this article, I’ll share 9 critical mistakes that affect conversion rates and how to avoid them. By the end of this post, you’ll have all the information you need to improve your conversions and drive more sales.
What Factors Affect Conversion Rate?
Many factors affect conversion rates because many variables influence a customer’s purchase decision. However, most factors fall into one of the three categories below.
Website design and UX: The design of your website and the user experience it provides significantly impact your conversion rate. Factors like page load speed, ease of navigation, your checkout experience, and your website’s overall look and feel can influence a customer’s decision to purchase.
Messaging and content quality: High-quality, informative content is critical for conversions. Content should be easy to read, relevant, and engaging to capture customers’ attention and encourage them to take action.
Trust and security: Visitors need to feel that they can trust your website and the products or services you are offering before they are willing to make a purchase. This is especially the case when entering their personal information and payment details at the checkout stage.
9 Common Mistakes That Could Affect Your Conversion Rate
1. Outdated, Unprofessional, or Confusing Design
A website's design can make or break its success. Poor navigation, an outdated design, a cluttered layout, low-quality images, or a poor color scheme can make a website look unprofessional, outdated, and confusing.
These issues can hurt conversions because they give visitors the impression your business is not credible or trustworthy. They also make it difficult for visitors to find the information they are looking for, leading to frustration and a decreased likelihood of completing a sale.
Analyzing your website's structure, content, and design is the first step to enhancing your design. After taking an inventory of what needs improvement, develop a plan in line with user experience best practices and set goals, a timeline and a budget.
Update your website with modern design elements that align with user experience best practices. Remove and update old content and pages, and change your website's visuals to be more appealing and engaging. You'll also want to ensure that navigation is intuitive and that your site presents information in a way that is easy to find and understand.
Regularly review your site to ensure there are no errors and fast load times, and your content is relevant and up-to-date.
2. Poor User Experience
One of the most critical conversion rate factors is the experiences users have while on your website. Visitors dislike cluttered and disorganized sites that are difficult to browse. Any of these can cause visitors to become dissatisfied and leave your website, resulting in missed conversions and sales.
Poor user experience can also lead visitors to be unable to find specific products, resulting in lost sales. It can also reduce loyalty and repeat visits, as customers are less inclined to return if they have had a negative shopping experience.
Make your website easier to use to provide an excellent user experience. Ensure essential pages and information are accessible and that any required processes (like adding a product to a basket, checking out, etc.) are simple and intuitive.
Provide clear support, guidance, and help options so visitors can find answers to their questions and purchase as quickly as possible. It's also critical to monitor and verify that all your website's systems (the back-end) are up to date and functioning.
3. Slow Website
When a website is slow to load and respond, customers usually experience frustration and a sense of feeling neglected. Customers may feel their time could be better spent elsewhere and may be tempted to leave your website in favor of a faster one.
They may also feel frustrated that they cannot access the information or services they are looking for in a timely manner. Load times that take longer than 3 seconds can result in a 40% abandonment rate.
To optimize your website’s performance, consider making changes to both the front-end and back-end of your site.
Optimize images: Ensure your images are correctly sized and compressed for the web to reduce page load times.
Leverage browser caching: Set an expiry date or maximum age for certain types of files so browsers can load them from the cache instead of downloading them.
Use a content delivery network: A CDN can help reduce latency by hosting your content on servers closer to your visitors.
Switch web hosts: Use a better web host that provides a faster and more reliable server to host your website.
4. Not Optimizing for Mobile
Mobile shopping has grown in popularity due to its convenience, allowing consumers to shop anytime, anywhere. If you don’t optimize for the mobile shopping experience, a significant portion of your customers who use their mobile may find it challenging to navigate through your website n.
This leads to them getting lost or unable to access the content or products they are looking for, resulting in a poor user experience and higher bounce rates.
To make your website mobile responsive, you’ll need to ensure it’s designed using a “responsive” framework. This means that the design of your website can adjust and adapt to different screen sizes and devices.
To achieve this, you can use media queries, which allow you to create different stylesheets for different devices to adjust the display of your content based on the size of the device used to view it.
Additionally, images are often one of the highest bandwidth components of a website, so optimizing them for mobile devices is a must. This means using the correct file format, reducing the file size, and using responsive images to ensure that they display correctly on different devices. Last but not least, remember to keep your website design simple and easy to navigate!
5. Checkout Friction
A complicated and friction-filled checkout process is difficult to complete and requires a lot of effort from the customer. Excessive steps, long forms to fill out, external redirects, unclear pricing and limited payment options are all examples that characterize this type of checkout.
Customers find this incredibly inconvenient and may abandon their carts because they are unwilling to finish the checkout process. This results in lost sales and gives customers a negative impression of your business.
Make your checkout process simple and streamlined and encourage customers to complete a transaction. Try to simplify and shorten the checkout process as much as possible.
Remove any long forms and use autofill to speed up the checkout process for returning customers. Eliminate any unnecessary processes, such as signing up for an account, and break up the checkout into a few steps if needed.
Show customers the progress of their order in real-time so they know exactly where their order is in the checkout process. This will help reduce any anxiety or uncertainty about their purchase.
With Pay.com, you can create a seamless checkout experience that looks and feels the same as the rest of your site. You can also offer a wide variety of payment options to provide maximum flexibility and convenience for your customers. Click here to find out how you can get started!
6. Unclear Product Descriptions
One of the most common mistakes that ecommerce businesses make with product descriptions is failing to provide enough information about the product.
Customers need to know what features a product has, how it works, why it is better than similar products, and what its benefits are. Without this information, customers may be hesitant to buy your products, as they may not know why they should choose them over other options.
Another mistake is using overly technical language. While it is important to include technical details about your products, it’s vital to explain those details in a way that is easy to understand. Customers who cannot understand the product’s technical features may be less likely to purchase it.
Focusing on your product’s benefits is important when writing product descriptions, rather than just listing features and specifications. Make sure your product descriptions are concise and to the point because long-winded explanations can be overwhelming and off-putting to customers.
Focus on how the product can solve customers’ problems and enhance their lives but don’t go overboard.
It’s also best to use active and descriptive language to draw customers in and make them feel they need the product. Use words like “conquer” or “master” to get customers excited about the product. Incorporating keywords related to the product is also essential as it helps customers find the product more easily.
Finally, including customer reviews can provide potential buyers with an impartial view of your product’s performance and quality which can help them make an informed decision.
7. Poor Quality Product Images
Poor-quality images are often blurry, pixelated, or low resolution. They can make a product appear less attractive and less appealing and even make high-grade products appear cheap and poorly constructed. This can lead to decreased sales and impact your customers’ view of your products and the credibility of your brand.
Additionally, customers may be more likely to leave negative reviews or return products when dissatisfied with the quality of the images. This can lead to decreased customer satisfaction and trust in your business, resulting in fewer repeat customers and lower revenue. Low-quality photos are also challenging to view across all device kinds, resulting in a drop in conversions.
The first step to creating high-quality product images for ecommerce is to use the right equipment. Investing in a good quality camera with a high resolution is a must, as this will ensure that the images are crisp and clear.
Additionally, using a tripod while taking photos will help create more professional-looking images. If taking shots is outside your capabilities, you can outsource to a company specializing in this.
When developing product photos, paying attention to product specifics is equally critical. Taking photographs from various angles and using props to highlight the different features will help to create an eye-catching image that will draw the customer’s attention. A white background will help make your products stand out and create a clean and professional look.
Editing each photo to adjust the brightness and contrast can also help enhance your products’ appearance.
8. Limited Payment Methods
A lack of payment methods can impact ecommerce conversion rates in several ways. First, customers may feel uncomfortable with the limited payment options, leading to a higher abandonment rate. Customers may also feel like their data is not secure if fewer payment methods are available, leading to a decrease in trust.
Additionally, customers may simply be unable to purchase because they do not have the payment methods you provide. All these variables can lead to a drop in conversions, which means fewer sales and revenue for your business.
Offering a variety of payment options doesn’t need to involve complex integrations, maintenance and compliance. With Pay.com, you can provide a comprehensive range of payment options, including credit and debit cards, digital wallets, ACH transfers, and various other methods, to provide a more convenient checkout experience that drives higher conversions. And you can add new payment methods with just a few clicks!
9. A Checkout Page That Doesn’t Appear Secure
Many ecommerce sites overlook the inclusion of security and trust badges and social proof on their checkout page which are necessary to reassure customers that the checkout page is secure. This often results in customers feeling anxious about their personal and financial information being compromised or falling victim to a scam.
Customers may also feel dissatisfied because your company does not appear to have taken the essential security precautions to protect their data. When this occurs, customers will likely abandon their cart.
A secure and encrypted checkout page that includes trusted security badges or other security certification logos is essential to make customers feel confident enough to complete a purchase.
Pay.com has Level 1 PCI DSS compliance (the highest level), meaning your business gets the highest data security compliance standards without you having to worry about meeting compliance requirements alone.
You can display the PCI DSS logo on your checkout page to increase trust and show your security commitment to customers. Pay.com also offers advanced fraud protection to protect your business!
Beyond this, providing contact information for customer service, terms and conditions, and refund policies boosts customer confidence significantly. Doing so helps customers understand their rights and what to expect when they purchase. Customer reviews of your products and/or store also help build trust in your business.
Offering multiple payment options gives customers more choices and allows them to select the payment method they're most comfortable with.
The Benefits of Working with Pay.com as Your Payment Service Provider
Pay.com is the perfect solution for online businesses, providing a safe and simple way to accept payments. You can easily offer credit and debit cards and a wide variety of other payment methods to customers worldwide.
Pay.com has achieved the highest level of security compliance with Level 1 PCI DSS, which is maintained through regular independent auditing and testing. You can add the PCI DSS logo to your checkout page so your customers can see your security commitment.
Pay.com also employs tokenization to protect your customers' card data in transit, eliminating the possibility of sensitive information getting intercepted.
With the intuitive Pay Dashboard, you get everything you need to track and manage all your payments in one place. From adding new payment methods to your website, tracking payment status, updating customer payment details, and issuing full or partial refunds, the Pay Dashboard is your control point to run your entire payment operations.
Beyond tracking and managing your payments, you can also view in-depth reports and analytics to gain valuable insights that help optimize your payments, drive higher conversions and grow your business.
When it comes to setup, Pay.com has developer-friendly options that make things simple and straightforward. Developers can integrate via API or SDK for a quick and painless setup!
The Bottom Line
Conversion rate is one of the most important metrics to pay attention to if you want to maximize your sales and grow your online business. Avoiding the common mistakes outlined in this article will go a long way to boosting your conversion rate and sales.
With Pay.com, you can streamline your site's checkout process and ensure your checkout appears secure and professional, two of the most crucial factors in effective conversion. You can also accept multiple payment methods which is another important factor that influences conversions.