Some insights into a visitor’s experience on your site that may help you understand a low conversion rate:
- I’m selfish, only interested in me. Right now, I don’t care about your business, I care about me and whether you can deliver the product, service or solution I need. I’m not interested in the 400 other things you sell or do, just the one thing I need.
- I’m impatient. Get to the point quickly, demonstrate to me that you know what I need and that you can deliver it. I don’t want to go trawling your site for more information until I know I’m in the right place.
- I don’t trust you. I landed on your site because you matched my search on Google, and it looks like you have what I need. But I still don’t trust you – now I’m going to browse around your site and find reasons to confirm my doubts; ah, jack of all trades, huh? Not for me! Ooh, only started up three months ago? No credibility. Spelling mistakes or broken links? Do they represent the shoddy way in which you’ll deal with me, too? Maybe.
- I’m confused: What do I do now? How do I contact you? How do I order? Why is it so difficult to find this information on your site? There are so many options, I don’t know which to click.
- I’m suspicious. Is your payment gateway secure? Can I trust you not to spam my email address or sell it to someone else who will? Will my order ever arrive? Who have you worked with before? Did you do a good job?
- I’m looking for a reason to leave. I’ll need lots of reasons to stay, but just one will make me leave.
- I really need to be told what I need and how I can get it. Please make it easy for me.
In the last few days alone, business owners have told me that sole objective of their site is to get someone to pick up the phone, and have then been shocked by the revelation that their telephone number isn’t on every page – it’s buried somewhere on a contact page. It’s a simple thing, but easily (and frequently) overlooked when you’re viewing your site from your perspective, not that of your visitor.
Achieve a greater perspective and see a positive effect on your user experience.