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Why your website does not convert – and how to improve it

Thursday, April 7th, 2016 by Servage

conversionYou have probably spent a lot of time and resources in setting up your business in the online world. A nice looking website, maybe even a mobile app to perfectly complement your website and help you turn visitors into loyal customers. But something isn’t working the way it should and it’s keeping your website from reaching its full potential by failing to convert visitors into sales. Here are some useful tips on how to improve your website and fix this problem.

Missing functionality, bugs or error pages

User expectations have greatly increased in the last few years, so if you want to stay in business you need to keep up with technology, not only in terms of functionality, but also in terms of design and user interface. Before you launch your website make sure you test it from a user’s point of view, so you can discover any bugs or error pages that might make someone close your window. Another thing to check for is browser compatibility, so you should test it on different browsers, because some of the new functionality that you’re so proud of might not work everywhere.

Missing functionality that someone is used to seeing can also cause you some troubles in terms of converting visitors into sales. So make sure you add some recommendations based on their recent searches or cookies, wish list or favorites section where they can save their favorite products that they are planning to buy later on, and some easy-to-use filters that will help them narrow down their search.

Concise product informations

A good description and clear pictures are very important to everyone looking to make a purchase. If you fail to provide the user with all the details he needs about a product, you are simply not convincing him to buy. Also, depending on the product a buyer might find it relevant to be able to zoom in on a picture to see all the details.

Private information and trust issues

You should also be prepared for users who are not willing to share their private information and create an account in order to buy something. So a Facebook login or a guest checkout might increase your chances of making a sale, as well as offering the possibility to pay via PayPal or other payment channels, not just credit card. With international customers you should also consider displaying multiple currencies they can choose from and that will make them feel more comfortable.

People are becoming more reluctant in sharing their personal information and email address, not to mention credit card information. So if you can’t assure them their data is safely stored, you can say goodbye to making a sale or increasing your customer base. One way to resolve this is through a SSL certificate that will provide users with secure connection to your website. You should also have a very well written Privacy Policy where you explain what happens with their personal information and that you are not going to share their email address with third party partners or marketing companies.

Shipping Information is another key element that might cause trust issues, so make sure it is as detailed and transparent as possible.


Altogether, you should make not only the website and products appealing, but also create a hassle free checkout experience with few steps and a very professional impression.

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