And while they were both different businesses, with very different objectives,
they both ended up with exactly the same questions – Is it a waste of time to
spend on social? And why are people not signing up from my website?
Let’s forget about question one, because the answer is almost always – no, it’s not a waste of money.
Moving onto the second common question and the answer is the blunt and not always entirely welcomed “Because your website is not good enough to convert people.”
In a world of bootstrapping and product first approaches, one of the key customer touch-points often gets a cursory nod in the planning stages, and that could be a fatal mistake.
Ask yourself. Is your website fit for purpose? The chances are it is not and that’s what is costing you conversions (and revenue).
You see, your website is often where potential leads will go to find out more
about who you are, what you stand for and most importantly, how much you
It is also the most common destination for your digital campaigns. So why go to
all the trouble of spending all the money and effort to drive people to your
property, only to lock the door when they want to have a look around?
Luckily though, it’s not rocket science. And there are a few simple steps you can
do to increase engagement and awareness of your business.
Look at the SEO of your site. If people can’t find you organically then you’re going
to have to spend a lot of money on paid search.
Why is it so important? There is an old SEO joke that the best place to hide a
dead body is on page two of Google search results and sadly that’s very true.
Around three quarters of organic clicks from search engines come from the first
What it means, is you should just take a little time to understand why people
might not be signing up.
For example, pay attention to the home page and your customer journey. You probably have around 30 seconds to share your message or vision. If a customer doesn’t know what you do (and do differently) within those 30 seconds, then why will they be converted or go deeper into your site?
After the home page (or whichever page you try to get them to land on), you need to work out where you want them to go from there. If there is no-where else to go if they don’t want to buy immediately, will they stay? What other information can you provide that will keep them on your site (or wanting to re-engage).
Then, if you get them to your store page, make your purchase process easy. A
one-page checkout is a must, and if you can try to get it down to 3 or 4 clicks with
clear sign posting.
A good tip would be to pretend you are a consumer (or pass it to a friend) and
work out what you don’t like about the process. You’ll be surprised how many
changes you can make.
Not enough people try to think like a consumer when they are designing or
thinking about their websites.
But the best (and free) advice I could give you is to use an SEO ranking tool.
These free tools (for one use) will give you a basic report into what is wrong with
the on-site optimisation of your site.
It’s basically a free hit and fixing some of the glaring errors on your site. Once
you’ve fixed them, and worked out some of the design and use experience issues
you’ll be half-way to increasing your conversion rates.