Once we create a digital marketing page for our products or services, we would be required to monitor how many users visit our page and how many of them eventually become our customers.
And that’s where conversion rate plays a crucial role. The conversion rate helps in finding how many visitors or followers complete a desired action, which may be subscribing to the newsletter, downloading the brochure, filling out a form, making a purchase, and so on.
The formula to find out the conversion rate is as follows:
Conversion Rate = {Number of conversions (number of visitors who complete a desired action)/Total number of visitors} * 100
Increasing the conversion rate is important to achieve high sales, enhance the profit, improve return on investment (ROI), reduce the cost of advertisement, and make strategies to obtain revenue.
But there are some challenges in increasing conversion rate in digital marketing, which are discussed below.
Challenges in Increasing Conversion Rate in Digital Marketing:
1.Low Quality or Irrelevant Content
- Low-quality content makes visitors leave a page immediately without exploring further because it fails to capture the attention of viewers.
- The targeted audience becomes disconnected with the content and starts to avoid visiting the page.
- Irrelevant content doesn’t satisfy the target audience’s interest but makes them frustrated and confused.
2.Technical Problems
- Delayed page loads frustrate visitors, which significantly influence the conversion rates.
- If people experience poorly optimized mobile pages, they find it complex to approach further.
- This malfunction happens due to a server down, browser errors, or using outdated software.
- Additionally, visitors become fed up with confusing or overly lengthy processes due to technical glitches.
- The absence of security measures also causes annoyance and makes them leave a site.
3.Absence of A/B Testing
- A/B Testing helps to find out which one is working better by comparing two or more versions of a webpage, application, or email.
- However, if it is not carried out, there is a high chance of missing improvements, and we will spend a lot on something that doesn’t work out, leading to wrong decisions.
- Without A/B testing, decisions are often based on assumptions and guesses and lack evidence-based insights for the target audience.
4.Problems with Analytics and Tracking
- Sometimes tracking results give inaccurate conversion rates, which may be due to errors in Google Ads or the installation of faulty tracking codes.
- The wrong conversion reports are provided by Google Analytics due to users’ choice of declining cookies and blocking ads.
- These issues can often lead to misconceptions about conversion rates by showing stable rates as unstable and vice versa.
5.Poor User Experience
- A site should connect with visitors and encourage them to explore further.
- But if the site has poor user interface, such as confusing navigation, page loads, or lengthy content, users find it difficult.
- It should be user-centered in design, which helps them to find out what they need.
- Some webpages often make the searching process or cart procedures complex, which irritates the users.
- If the user interface is designed without continuation and clarity, people will immediately leave the sites.
- Additionally, it should earn the credibility of users, encouraging them to trust the site and give their personal details for purchasing a product.
6.Ineffective Landing Pages
- Sites often fail to explain the benefits of products and the solutions they offer to customers.
- Landing pages should effectively understand the real interests of target audiences.
- When there is too much animation or graphics, it will distract the visitors.
- Giving low-quality content and irrelevant headlines often frustrates the users.
- A clear call-to-action (CTA) should be the main focus, but if it is unclear or involves a lengthy process, people will leave the site and abandon the idea of purchasing.
- Moreover, the absence of evidence, reviews, or testimonials will cause users to postpone the conversion or quit the landing page.
7.Poor Lead Nurturing
- The relationship between potential customers and products should be built up on personalized communication through email, social media, or other platforms.
- When leads or potential customers are not educated, guided, or well-informed properly about the products and services, they will lose interest and try to seek alternative solutions for their problems.
- The buyer’s journey should be personalized, building trust and thereby driving them to the sales funnel gradually.
- If they experience inadequate content or inappropriate content, they will abandon their purchase.
8.Incorrect Audience Segmentation and Targeting
- When campaigners fail to understand who their real audience is, they often follow a homogeneous approach.
- Marketing resources become wasted when they fail to identify the target audience and their needs.
- If the content is more general in approach, it won’t be appealing to special audiences or visitors. This leads to a decrease in conversion rates.
- When audiences are not segmented effectively, it is difficult to meet their preferences and understand their behavior.
- Furthermore, customers facing poor service, irrelevant content, dissatisfaction, and obscurity can hinder the growth of conversion rates.
Conclusion
Increasing a conversion rate is indeed a complex task because it has to overcome various challenges discussed above.
By understanding the target audience group and addressing their interests, creating an enhanced web design, incorporating strategies to attract customers, and providing transparency, it is possible to increase the conversion rate.
Prioritizing the needs of customers, refining the landing pages, and continually tracking the process, we can increase the conversion rate to fuel the growth of marketing.
