Why is my conversion low?

Ok, we have all struggled to answer that question. Conversion metrics are unique to your business, yet how we analyze these varies dramatically based on industry, web design, specific landing page, etc. Often, I find that websites try to offer too much to too many audiences. By that I mean, we tend to think that all of our users should be able to find what they came to our site for. The critical question to ask ourselves, "is my page designed to cater to my target audience, or am I being generous to all web browser?"

Take for example:



I like this page - has clear calls for action: "shop now" and "go" embedded with great values and find gifts respectively. No clutter, and clear enough for the consumer to quickly decide what they are there for.

However, I would argue that it is relatively easy to be direct, when you are serving a niche market segment, like in the example above.

Now, let's look at another shopping site serving a wider audience.



No clear call for action, no clear navigation to desired areas within the site and hope that audience are looking for holiday gifts in electronics.

We assume a lot about our audience needs, but not enough data to support these theories. The first step should be to define needs based on data. Next, define the goals and design the pages to serve these, with clear call(s) for action.

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