Traffic and conversions are two different things. Website traffic is great but ultimately you want to operate a website that generates traffic that turns into conversions, meaning that website visitors take some kind of action. You want your visitor to buy something or fill out a lead form before they leave the site. A well executed SEO campaign will help to generate traffic to a website, but it can’t guarantee that those visitors will convert. If your conversion rate is low take a look at these possible factors and make changes as necessary:

Site Isn’t User Friendly
Consider how visitors are viewing your site. Chances are good that it isn’t just being viewed on a desktop computer. The website should be mobile friendly to cater to those browsing on smart phones and tablets. No matter what device a visitor is browsing on, your site needs to be simple to maneuver and have an easy to use navigation.

Not Enough Call to Actions
It’s important that a website be set up in a way that leads a visitor down a predetermined path to conversion. You can’t expect a visitor to click around too much. Include a call to action on every page.

Poor Content/Not Enough Content
People visit your website to learn more about you, which means that website content needs to be informative and engaging. Get inside your potential customer’s head. What do they want to know? If the content is poorly written or doesn’t provide key information, visitors will question whether they should do business with you.

Sales Cycle
If you are an e-commerce site and sell products that aren’t that expensive, the conversion rate should be fairly high as long as all other elements of your website are in place and working properly. However, if you sell a high end product or offer a pricy service with a long term contract, visitors won’t be quick to convert. They may visit your site multiple times before making a decision.

Issue with Product/Service
If your website is getting traffic, is user friendly, has clearly placed call to actions and good content yet still isn’t converting, there could be a problem with what you have to offer. Take a look at your product or service and determine if it actually fulfills a consumer need.

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