10 Questions to Ask to Overcome Poor Conversion Rates
Many businesses make the mistake of waiting until major conversion issues arise before implementing changes to their optimization protocols. Regular content maintenance is required to ensure good conversion rates. Just as you wouldn’t wait until your car developed major problems before addressing regularly scheduled maintenance issues, such as checking the oil or brake fluid levels, don’t wait until your content is failing before making needed adjustments to avoid poor conversion rates.
When marketers experience poor conversion rates, some instinctively assume the low numbers are caused by flaws in page design elements. They make cosmetic changes in an effort to make the content more visually appealing to visitors to the site, but conversion optimization requires more than simple style adjustments.
Analyzing your content landing pages as a whole, instead of only focusing on a few elements, is a far more effective strategy for overcoming low conversion rates. Ask the following 10 questions when you conduct regularly scheduled content maintenance sessions.
1. Do Prospects View Your Site as Being Trustworthy?
Prospects may be interested in buying what you are selling, but if they don’t trust you, they won’t complete their purchase. You can build their trust factor by:
- Adding customer reviews
- Listing any affiliations with recognizable trade groups
- Adding accurate information about your company
- Including any industry recognition or awards, your company has received.
2. What are the Biggest Purchasing Obstacles a Prospect Faces?
Purchasing obstacles in your sales funnel are the issues a prospect has to overcome to complete the sale. Examples of obstacles include:
- The amount of time it takes your site to load
- Too many steps needed to complete a purchase
- Content readability
- Visually unappealing site design
- Asking too many questions
3. Is There a Market for Your Product?
This may seem like a redundant question to ask since you addressed this issue before you entered the product development stage, but it is important to note that market trends are in a constant state of fluctuation. Trends come and go. Make sure your product still has a marketable audience.
4. Are you Targeting the Right Audience?
You can have a fantastic product but if aren’t presenting it to the right audience, you will continue to experience poor conversion rates.
5. Do Customers See the Value of Your Product?
Take the time to clearly explain to customers the value of your product and the benefits of purchasing it for themselves. The clearer the value is, the higher the opportunity is for conversion.
6. How Complicated is Your Check-Out Process?
If the process is overly complicated, customers will not complete the purchase. Simplified shopping carts and check-out procedures can boost poor conversion numbers.
7. What Do Your Customers Like or Dislike About Your Website?
There is an intrinsic value in asking your existing customers and new prospects to tell you what they like and dislike about your site. Asking for their input also demonstrates that you care about their needs and are continually seeking to improve their shopping experience.
8. Are There Any Leaks in Your Sales Funnel?
Working backward from the point of sale can uncover potential friction points or leaks in your sales funnel. Google Analytics is an excellent tool for monitoring visitor traffic and behavior. It can show you where your traffic is coming from, such as from Google Adwords or other platforms.
9. What Does Your Data Analysis Show?
Data from your social media marketing efforts, Google Adwords, email marketing campaigns and other marketing efforts will provide a wealth of useful information. Analyze this feedback to discover areas that may need adjustments.
10. What Can You Learn From Your Competition’s Marketing Efforts?
Pay attention to what your competition is doing to successfully convert prospects. This insight can help you tweak your own efforts.
Regular optimization efforts and maintenance can go a long way towards increasing your prospect conversion rates.