There are many possible reasons, but I would point out two of them:
- You do not have relevant traffic. In other words, you get visitors that seek something different from what you offer;
- You have relevant traffic, but you have usability issues. For example, somebody came to your site looking for an accessory, but couldn’t find the right one even though it was right there.
original photo by CayusaTo solve the first problem you need to get traffic analysis for your website. There are many free tools available, but I prefer Google Analytics over the others. Using that you can see where people are coming from, where they "landed" on your website, how much time they spent there and from which page they left. You will have a lot of information to think about and that alone may help you realize what is wrong.
The second problem is more challenging, because you can't see how people actually behave when visiting your website. Fortunately, there is a simple and very affordable solution for that. You can try a low cost usability testing. You will receive a video on how a real person would use your website for only $19.
When building your website try to think from your customers' perspective instead of focusing on what you offer.
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Great post
Most people don't realize that Google Analytics is FREE and can be mailed to your inbox "weekly" .....with a little time and effort you can figure out where your traffic is coming from (which keywords)...
I can't remember where I read it...but the rule of thumb is if someone can't find what they are looking for in 3 clicks or less you will lose the sale 99% of the time...that's why landing pages are so important when designing a site and using "keywords" advertising.
You are absolutely right, Randi.
Statistics show that quality of our landing pages is crucial in terms of converting visitors to customers. If they can't easily find what they came for - they quickly disappear.
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