2. No CTAs or direct language
Speaking of content, one of the basic mistakes that reflects on poor site conversion is forgetting CTA (call-to-action) and a lack of addressing the recipients directly.
It actually does have a real impact. The fact that you’re showing an offer, presenting an e-book, announcing a newsletter or informing about a contact form, etc., is just a beginning. Don’t leave the recipient with the mere knowledge that “something” exists. With a short, clear, direct message, let them know what they can do with a given piece of information.
Most often it takes a single click or typing in a few words, so we’re not talking about completing a difficult task or following a tedious process. Convince the recipient to take action – just like in everyday life, in few words only, tell them what to do in order to achieve a desired result….
3. Design nightmares
You might have a great business idea, understand the language of benefits, or prepare an offer perfectly, but you will still overlook the conversion if you forget about design.
The design that binds both: aesthetic and functional aspect. Pages which do not generate the desired results are often:
- overloaded with unnecessary, chaotic content,
- not well-thought in terms of navigation and consistency,
- lacking authenticity, for example, due to the use of standard, highly popular images.
