In this rushing techno world, building a website is a must for all businesses. If your website is not driving enough business, it might be due to a lot of reasons. To increase the traffic you need to work on factors that your website lacks. The problem might not be your product but how you are portraying it, the speed of your website or your UI. To learn more about the common reasons why your website isn’t helping you increase traffic, read ahead.

1. You Lack a Value Proposition

Content is the most important thing on your website when it comes to visitors. How you present the content is crucial and while it’s okay to add brand philosophy and achievements on your website, make sure you put content that is relevant to your customers.

Taking time to improve and develop a value proposition is important and you need to focus on the products and services you’re offering. Follow a solution providing approach, tell your customers how your services can solve their problem.

Highlight the factors that set you apart from your competitors and then tell your clients how your services are better. The factors can be affordability, efficiency and exclusivity can be used key points in your communication.

2. You Don’t Know Who Your Audience Is

Heavy traffic on your website will mean nothing if you are not generating sales or potential leads. Quality leads should start even before your website development. You need to work on getting an audience instead of a crowd.
There are 3 main questions you should ask before you start a business.

a) Who are you selling to?
b) What do they need?
c) How should you communicate/ how do they want to be communicated to?

This is also known as a user persona. All these demographic and psychographic attributes can help narrow down your target audience. Reviewing data, trend analysis and behaviour analysis among others are some steps that help to check what the users are looking from, where they are looking from and the point where their search ends.

Surveys are a great way to get reviews and feedbacks about your offerings. You can find out what your users expect and what are the challenges or issues they face while using your services.

Collecting all this information is easy, however, using it to create user personas is the challenge. Once you are able to sort the data collected, you will be easily able to target your audience by modifying your website design and accommodating their preferences. This will not only increase your sales but will also make sure that your brand image is unbeatable.

3. Blogging is important

Getting customers to buy on your website once they visit is difficult and you might be lucky if you get an organic sale. Making customers stay and getting long term users is the real victory.

People often tend to take blogging as an optional approach and this is where they go wrong. People search online to get the information they want. If you post regular updates with the information that the users desire then your customers will come back for sure.

The first approach to follow while experimenting with blogging is to make the content interesting and personal. Write a story about your product and how it came into being. E.g for a beauty product, write the source and the place where you get it from. Write about the benefits the people living in that city will get if users buy your products. Make sure you use pictures, videos and other graphic mediums to make your blog visually appealing and interesting.

One of the main benefits of blogging is that search engines love content. Your website will get rewarded with more indexed pages and higher search ranking, just don’t forget to incorporate industry keywords into your blog. It will help them perform better by reaching out to the correct audience. Be consistent, post weekly or more than that and promote it on multiple channels like social media, emails, SMS etc.

4. Your Website Isn’t Responsive

People access websites from mobile phones more than a laptop or desktop. Between the year 2015 to 2018, mobile website traffic has increased from 30% to 47%. We believe, it is safe to say that half of the web traffic comes from mobile devices.

This is reason enough to focus on your website’s mobile user interface. It won’t matter much if your website looks beautiful on desktops but is really hard to access from any other device. E.g. people shop a lot from mobile phones. They are always on it, and to be honest, half of the shopping carts are filled when people are commuting as it is the only time they are free to browse. Now imagine, they are just about to buy your product but the website hangs, uh oh! Lost a customer just like that.

If your target audience is millennials, you have to focus on mobile UI more than the web. Great customer service, chatbots, easy customer support etc are a must-have. You have to focus on making your website responsive. Which means that all the texts, images, formats should align according to the device your website is being accessed on. This ensures a user-friendly experience and increases the percentage of recurring customers.

5. Your User Experience is Weak

As mentioned in the previous point, User experience is crucial. Do not add a lot of steps for users. They should not be playing a mind game to reach your product. The process should be seamless and quick from start to end.

If people do not like your website the first time or if their experience is not positive, chances are they are never coming back. Doesn’t matter how great your product is or how awesome your prices are, the first impression is the last impression online.

Some steps to improve user experience are:

a) Add action buttons like contact us and buy now close together.
b) Colour scheme should help identify different elements of the page.
c) Do not write a lot of text together unless required or can not be changed.
d) Contacting customer service should be easy.
e) Avoid unnecessary steps before purchasing products
f) Integrate payment gateways.
g) Ask for feedback after successful transactions and new users when they first visit your website.
h) Try multilingual options on your website.

6) Avoiding or neglecting Social Media

People tend to believe that social media is a waste of time. Not true if you know how to use it to interact with your customers. Make sure you put your social media handle links on your websites, customers prefer to talk realtime on social media instead of going through the process of emails to handle a situation or query.

Social media, apart from your website, is the face of your brand. Make sure you post important updates, blogs, offers etc on social media. You can even interact with customers in the comment section if the content is interesting enough.

Apart from that make sure you add your social channels link on blog posts for seamless access, it will make it easy for people to spread and share your content across their personal channels. People expect 24x7 support on social media channels, you should be ready to work that out. Take help of chatbots, if possible. Paid or sponsored posts on social media can help drive traffic but you have to target the right audience otherwise you might as well just burn your money. Paid ads suck all the money up if not used correctly.

Conclusion

Web development is crucial to attract customers and make them stay. Building a website is not a one time job. Regular updates and modifications are required SEO optimization and to make sure your customers are engaged. Follow the above-mentioned steps to spike your website traffic and convert your casual visitors to recurring customers.

Author's Bio: 

Amit is the Co-Founder of Signity Solutions and Your Team in India. A tech-evangelist, he has an uncanny ability to synergize and build associations, thriving teams, and reputable clients.