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Why Is Your Conversion Rate Dropping?

Estimated reading time: 4 minutes

Divide the number of visitors your website has by the number of sales generated and you’ll get what’s known as a conversion rate. 

Across all industries, the conversion rate stands at 2.35%, though some industries have an average conversion rate of 5.31%. 

In other words, if your website has 2,000 unique visitors a month, 47 will become customers for most industries. For the best-performing industries, just over 106 people will become customers.

That all sounds promising enough. But what if your conversion rate suddenly falls month on month, and you don’t understand why, let alone how to get back on track?

Not to worry, as the web design and digital marketing experts here at Imaginaire can point you in the right direction. 

Has Something Recently Changed With Your Website?

Let’s first try to identify if any recent site changes or updates are behind your falling conversion rate. This could be anything from switching up the design to a security certificate no longer being valid (i.e. SSL certificates last for around a year before they need renewing).

If your site has undergone any maintenance work or content updates, it’s easy to relate these changes to why less people are buying your products or services. So, you may want to revert these changes or make any necessary updates to fix the problem. 

A Lack Of PPC Or SEO Campaign Tracking

As paid advertising (PPC) and SEO specialists, we closely monitor our client’s campaigns to make sure they are on track.

If someone isn’t keeping an eye out for your website, then your SEO rankings could be slipping. Likewise, your PPC campaigns may not be targeting the right people in the right ways.

When any form of digital marketing becomes ineffective, a drop in conversions will soon follow. That’s because with so many competitors out there, you really need to stay on top of what’s happening with your organic and paid search traffic to stop customers from slipping through the net.

Changes In Consumer Preferences Or Price Sensitivities 

A gradual decline in conversions rather than a steep drop may suggest that your website has started to lose appeal in the eyes of consumers. This could be due to a lack of engaging content or more competitive pricing found elsewhere.

As with other reasons that can lead to lower conversions, it’s easy to re-engage new and existing customers, including through churn preventing email marketing campaigns or retargeting.

By also ensuring your website offers a great experience, you can ensure you’re doing everything you can to land those sales. 

Complex Check Out Experience

Don’t fall at the final hurdle due to a complicated or glitchy check out experience. 

Just like you, your customers don’t want to be presented with lengthy forms, endless screens and other hoops to jump through when shopping online. This is especially the case if the process could be simplified with modern technology. 

Likewise, a lack of payment methods or even broken areas of your site could also be putting people off or even preventing them from making that purchase.

To fix the issue, ensure your website undergoes regular testing, maintenance and updates to keep everything working smoothly. 

Imaginaire – Boost Your Conversion Rates With Our Ecommerce Web Design & Digital Marketing Services 

Whether any of the above issues are impacting your conversion rates, or if something else is at play — don’t delay in taking action if your online business isn’t generating enough sales. 

The fastest way to find a solution is to contact our digital marketing and web design experts here at Imaginaire. 

Based in Nottingham, we work with businesses from across the UK. This includes newly launched ecommerce stores as well as existing brands. Our portfolio spans industries including construction, engineering, health and wellness, jewellery, interiors, retail and much more. 

Let us know how we can help your business succeed online by getting in touch for a free website review. You can do that by giving us a call on 0115 697 1367 or by filling out our contact form.  

Rachael is a content executive with Imaginaire. With hands-on experience with all things marketing, she has the knowledge and know-how to explain and advise almost any topic you can think of!

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