5 Reasons Your Website May Be Failing

In many cases, your company website is your audience’s first impression of your business, so it’s critical that it works optimally, supports your objectives, and achieves the results you want. As such, if it’s not generating leads, driving sales, and increasing conversions, it’s not doing its job. But in order to fix your website so it can support your company’s success, you first need to know why it’s not currently working.

5 Reasons Your Website May Be Failing - Bad website design

With that said, here are five reasons your company website may be failing – and what you can do about it:

1. You’re not measuring results. If you’re not measuring your website’s results, you have no way of knowing if it’s succeeding or failing. You also can’t know which issues need to be fixed. Solid metrics give you insights to overcome this challenge by using data to indicate exactly where you need to make website improvements.

To begin, some important metrics to measure include your conversion rate, sales generated, unique visitors, exit pages, bounce rate, page load time, landing page conversion rates, call-to-action click-through rates, the top keywords sending visitors to your site, and the amount of time users engage with your site. You can then use all of this data to determine which components of your website are performing well – and which ones need to be tweaked. For example, if you learn that a large number of people exit your website from a particular page, you can figure out why by running A/B testing to determine if different messaging, layouts, and calls-to-action convert better.

2. You treat your website like a brochure. Your website should not resemble a static online brochure. Rather, it should act as your best salesperson, offering high-level resources that move visitors through the conversion process. Instead of posting a bunch of general information about your products, services, and company history, create an interactive experience that engages your visitors and keeps them active on your site. To begin, we recommend creating relevant and educational content that speaks directly to your audience and solves their unique problems. Position this content front and center on your website so visitors can easily find and engage with it.

3. You’re not leveraging marketing automation. Marketing automation is a software that automates time-consuming sales and marketing activities so your company can efficiently reach a larger group of customers. For example, let’s say a prospect visits your website and clicks on a product, but doesn’t end up purchasing it. The software would take into account the prospect’s buying history and demographics, before delivering a personalized message or ad on social media to influence their decision. This kind of interaction is more scalable, less expensive, and much more effective than following up with leads manually – transforming a failing website into one that automatically engages leads and drives sales.

Read more: What is Marketing Automation?

4. Your website is not mobile responsive. In May 2015, Google announced that more searches now take place on mobile than desktop in ten countries, including the U.S. Plus, 90% of smartphone shoppers use their phones to comparison shop and mobile email opens have grown over 180% in the past three years. Given the growing prevalence of people visiting websites on-the-go, it’s critical that your site is mobile-friendly or you risk alienating users visiting from these devices. To that end, we recommend adopting responsive design – which is a way of designing a website so the content, images, and site structure provide an optimal and seamless viewing experience across a wide variety of devices, including tablet, mobile phone, and desktop.

Related: The Importance of a Mobile Responsive Website

5. Poor user experience. According to recent HubSpot research, over 75% of respondents indicated that the most important website factor is how easy it is to find the information they need. If the important information is challenging to find, hard to understand, or too cumbersome to access, you’ll drive your customers away. They’ll simply leave your site and find a competitor’s that’s easier to use. To improve your user experience – and thus your website’s success – make sure your pages load quickly, use attractive calls-to-action, use bullets rather than large blocks of text, and leverage well-designed headlines that are driven by what potential customers are looking for. Make it easy for customers to find what they need – and your website’s performance will undoubtedly improve.

Sources:

  • http://adwords.blogspot.com/2015/05/building-for-next-moment.html
  • http://www.socialmediatoday.com/marketing/peteschauer/2015-08-09/importance-mobile-marketing-2015-infographic
  • http://www.socialmediatoday.com/marketing/peteschauer/2015-08-09/importance-mobile-marketing-2015-infographic



Ironpaper is a results-driven digital marketing agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.