Business Website Conversion Problems: Wrong Audience - dummies

Business Website Conversion Problems: Wrong Audience

By Jan Zimmerman

If you see a fair amount of traffic coming to the business website site (total visitors) but are disappointed, you might have the wrong audience. This is particularly true if your conversion rate and repeat visitors are low. Look at pages per view or time onsite. If these numbers are high, you have the right audience.

But if these parameters are less than two pages per visit or less than 15 seconds (or both), you have a high bounce rate (the percentage of visitors who leave after quickly viewing a single page). In this case, the problem is with either the audience or the website. Check referrers, search engines, search terms, and entry pages to see how people arrive at your site.

Of course, every site has bounces. For most transaction-based sites, a reasonable bounce rate is 20 to 50 percent. However, if users are seeking information that’s found on a single page (such as a phone number or an article), the bounce rate may reasonably be as high as 60 to 70 percent.

Look at the ratio of people who reach a page with a Buy Now or similar call to action compared to the number who enter the site. If fewer than 60 percent reach an offer page, perhaps you’re pulling the wrong audience or attracting traffic from inappropriate search terms or referral sites.

Be sure that you have defined your target audience correctly and narrowly. “Everyone over 25 who uses a computer” isn’t a well-defined market! To determine how successfully you’re reaching your market, segment it into smaller slices and target only one segment at a time.

If you’re running ads, they should be specific about your products and services so that the ads attract people who are likely buyers. Be sure your keywords and text are adequately focused to draw your target market.

Fix these problems and watch the results. If these changes don’t work, the difficulty might be with the site itself.