No matter how beautifully designed or well-intentioned your website is, it’s possible that it could be inadvertently putting potential customers off.
You might be wondering, “How can this happen?” Well, the answer lies in some of the common yet silent mistakes that many website owners make.
These mistakes often go unnoticed, but they can have a significant impact on your site’s performance, especially in terms of attracting and converting new customers.
This comprehensive guide will highlight the top five silent website killers that could be costing you new customers.
We’ll provide you with actionable tips on how you can address these issues, allowing your website to function as an effective tool for customer acquisition.
Table of Contents
1. Inadequate Conversion Tracking
The first silent killer of new customers is the lack of proper conversion tracking.
Many businesses fail to set up the necessary systems and processes for accurately tracking conversion metrics, which can lead to a lack of understanding about what works and what doesn’t on their site.
To address this issue, you need to identify the right metrics to track and set up systems for tracking them accurately.
Here are a couple of essential metrics you should consider:
1.1 Web Form Submissions
Redirect visitors to a ‘thank you’ page when they submit a form on your website.
This way, you can track form submissions accurately.
You can then use Google Analytics to create a goal completion or event when the thank you page loads, allowing you to see which traffic sources are generating the most conversions.
1.2 Phone Calls
Consider using dynamic number insertion (DNI), a call-tracking feature that assigns a unique phone number to each online source.
This allows you to track which pages, ads, keywords, and search terms are generating the most calls, which can help you adjust your marketing budget accordingly.
2. Over-reliance on Company Logic
The second silent killer is the use of company logic, rather than customer logic, on your website.
Many businesses focus on the features and benefits of their products or services from their perspective, which can lead to marketing messages that aren’t aligned with the needs and desires of their target audience.
Instead of using company logic, you should use customer logic.
This involves understanding your customer’s perspective and creating marketing messages that are relevant and compelling to them.
One effective way of doing this is by conducting research to understand your target audience’s pain points, motivations, and decision-making processes.
3. Poor Navigation and Information Hierarchy
The third silent killer is poor navigation and information hierarchy.
If your website makes it difficult for visitors to find what they need quickly and efficiently, they’re likely to leave and go elsewhere.
To address this issue, you need to create a website that makes it easy for visitors to find what they need.
This involves using clear and concise headings, subheadings, and bullet points to make it easy for visitors to quickly scan and find the information they need.
You can also use polls and surveys on your site to determine what’s most important to your potential customers and ensure that these items are the easiest to find on your site.
4. Inconsistent or Confusing Calls to Action
Another silent killer is having inconsistent or confusing calls to action (CTAs).
If your website has too many competing CTAs, it can be distracting and confusing to your visitors, which can result in lower conversion rates.
To address this issue, you need to ensure that every page of your website has a clear and consistent CTA.
This should stand out from the rest of the page and clearly communicate what action you want your visitors to take.
Avoid having too many competing CTAs in close proximity to each other, as this can confuse your visitors and reduce your conversion rates.
5. Lack of Social Proof
The final silent killer is the lack of social proof on your website.
Social proof, such as customer reviews and testimonials, can play a key role in building trust with potential customers and influencing their decision to do business with you.
To address this issue, you need to incorporate social proof into your website.
This involves displaying customer reviews and testimonials near every contact form on your site, which can reassure potential customers that they’re making a good decision by choosing to do business with you.
By avoiding these five silent website killers, you can significantly improve your website’s performance and effectiveness in attracting and converting new customers.
Remember, your website is often the first point of contact between your business and potential customers, so it’s crucial that you make a good impression.
Are you ready to optimize your website for customer acquisition? If so, why not take the first step by getting a free website audit? Click here to get started.