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Increasing Conversions II – Elements That Decrease Conversions on Your Website

Welcome to the second part of our latest blog series ‘Increasing Conversions’. In the first part, we discussed what website conversions are, and the significance of a website that is optimized to increase the conversion rates.

This was followed by the best practices people fail implement on their websites, as well as the mistakes that cost them conversions from potential customers. Let’s continue from where we left off, and discuss some more obsolete elements you need to eliminate from your website.

#3 Putting a video on your sales page

Contrary to popular belief, having a video on your sales page is counterproductive for conversions. Having split tested two sales pages, one with a video and one without; believe it or not, the one with no video got a higher conversion rate.

The reason behind the sales page with a video getting lower conversions was because it caused more distractions, rather than closing the deal. Also, most promotional or explanation videos on sales pages are rather long and tedious to watch, effectively reducing the interest and motivation of visitors and potential consumers. The takeaway here is that you should avoid lengthy videos on your sales page, however, if you absolutely want to include a video, keep it as short and to the point as possible.

#4 Not having a relevant blog or Having a blog and not updating it consistently

In many of our blogs, we have discussed the significance that blogs hold for an online business. Sharing fresh insight that is relevant to your industry and your business; drives traffic to your website. Notice that your product and service isn’t what brought them to your website, but fresh information. Imagine having regular visitors coming to your website, not because of paid advertisements, but because you communicate with your target market through your blog.

The takeaway here is that by sharing blogs on a regular basis, you naturally increase your search engine rankings. Higher ranking means more exposure, which in turn, means that you will be funneling increased potential customers to your website. This would ultimately result in conversions on your website. If you don’t have a blog on your website, create one immediately, and if you already do, then regularly update it to maintain your searching engine rankings.

#5 Talking endlessly about your product, instead of talking about its benefits

Survey different online business websites; what you will notice is that most websites focus on explaining how good their products are, the quality of materials they use, and how much better it is than their competitors. Although they all are valid points, they are nowhere near as interesting for your customers.

When a customer decides to spend on your product, they don’t need to know how good it is from other products in the industry; they are interested in what that product can do for them that no other product can.

The takeaway here is to highlight the benefits of your product and services for visitors and potential clients, bridge the gap between the product and the client, instead of isolating the client further by bragging about your product.

This concludes the second part of the blog series ‘Increasing Conversion’. For more tips, stay tuned for the next part of this series.