5 Reasons Websites Don’t Convert

Your website is beautiful. You’ve spent months working with a web development and design team to ensure that it’s gorgeous and graphically interesting. It’s still been six months since your last lead. What gives?

There are hundreds of reasons why websites don’t convert, each as unique as the person who isn’t buying your product.

However, there are a few more common issues plaguing websites that could be keeping you from making a sale. Before you spend even more time designing pretty graphics, consider the following reasons websites don’t convert:

Why Websites Don’t Convert

Confusing or Distracting Navigation

How are people using your site? Many reasons websites don’t convert involve bad or misleading navigation. If you have two or three different navigation bars or don’t make it clear where buttons lead, expect poor conversion and high bounce rates.

One simple way to ensure your website works properly is to test your navigation across a variety of different platforms. Your site should navigate as smoothly on an tablet as it does on a laptop or smartphone.

Broken navigation is one of the main reasons websites don’t convert, so make sure it doesn’t happen to you.

You can also reduce bounce rates and increase conversions by making your navigation clear and simple. Offer fewer choices and make it clear what those choices are. Don’t let people get distracted with too much clutter and too many links. A simple site that’s easy to navigate is the goal.

Lack of Opt-In or Lead Capture Forms

Reasons websites don’t convert are sometimes very simple. If you’re not giving people a chance to tell you they’re interested, how will you ever get them to convert? Perhaps they’re not ready to make a purchase right away, but they might be interested in your free newsletter or an interesting report you wrote.

They’ll gladly give you their name and email address in exchange for this information, allowing you to follow up with them later.

You should have a very obvious and easy-to-use opt-in lead generation form above the fold of your website. The “fold” is the first screen that people see when they visit your site, without having to screen.

Many reasons websites don’t convert is because they don’t offer a clear way for people to opt-in above the fold. Don’t make that mistake. Put your lead generation form in a conspicuous place so that people can easily find it.

No Clear Call to Action

Are you inviting people to your website without telling them what to do? If they’re not sure what you want, how are they supposed to convert?

Many reasons websites don’t convert come from a general lack of calls to action. Don’t hide it below the fold. Let people know what you’re offering and what they should do to get it early and remind them of it often.

If you’re missing a call to action, rework your copywriting until it lets people know what they should do to get the product or service you’re offering. Without it, how can you expect them to know what to do?

Bad Design

It’s a fact of life: sometimes websites just suck. If it looks like you designed it on Geocities or is so hard to navigate that a maze would be easier to solve, then you can count on people to leave. A poorly-designed website is one of many reasons websites don’t convert, but it’s one of the biggest ones.

Gain the trust you need and higher conversion rates you want by having a professional web design your website. Start from the ground up: make sure the navigation and usability are top-notch, then work on the design. Make your website look and feel fresh and modern, rather than mired in the 90s.

Hard to Read Typography

As people get older, their eyesight fades. More than half of all seniors are using the Internet, so it’s important to make sure they can use your website. Don’t risk losing visitors over something so easy to fix. 16-point fonts are generally the easiest for people to read.

Don’t let your website continue to fail. There are so many reasons why websites don’t convert, but you don’t need to fall victim to them. Instead, focus on this list next time you’re designing a site so you can avoid these easily fixed mistakes.

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Analytics & AdWords certified growth engineer with over a decade experience in making businesses successful. I own and operate AXZM and often speak at top national industry conferences on the topics of strategy, design and marketing technology. Work with me or learn more about me here. Follow me @nawlready

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You must be pretty smart because you're here. We like your style. You can have all of our latest tools, tactics and growth strategies FREE, in your inbox, every month or so. 

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