It is seen on many websites that they are getting good traffic but the visitors are not converting. This is a problem you need to solve immediately. There is no meaning of getting traffic if you are not able to convert them.
However, on the bright side, you half work is done. You have brought the people in to your site, all you have to do is to keep them on your site and make them convert.
Therefore, let’s discuss the 7 most common navigation mistakes that you can make and how to solve them.
1. Headlines and Labels that don’t affect Conversions
Your first objective for the first time visitors of your website should be to make a good first impression. The first thing a visitor will notice is what’s on your headline tags and menu bar.
In the headline tags and the menu bar you can include things like:
2. Our work
3. Work place
4. Our hiring process
By giving only 4 options on your headline tag, you will be keeping the design clean and simple. These information are important to share on your site, however these should not be the main highlight of your design. Because these will have no effect on the conversion. No users are interested in knowing about the history of the company.
After that you can give some clickable content like “Top Selling Products”, “Categories”, “Offers”, etc. But make sure not to over crowd your homepage. These, clickable links are the ones which will make the conversions.
If you keep your homepage design clean, you have more chance of making more conversions.
2. Using of Non-Standardized Layout
People have been using the internet for many years. With time, we have grown accustomed to a certain standard of web page.
For you to stand out from your competitors, you need to apply some different form of layout. This will make the visitors feel impressed and end up converting into a lead. However when it is the design of your website’s navigation, it’s better to stick with the standard layout.
Whenever a visitor enters your website, they searches for the navigation menu on the top of the page. But if you place your navigation bar at the middle of your screen, it will appear strange to your visitors.
Moreover, by putting it in the middle of the screen, the visitors may not notice it at first time.
Some of the developers think that it is boring to go with the standard design. But the benefit of using a standard design is that the visitors will know where to find the navigation bar without going through a hassle to find it. The basic layout of the page should be like:
1. Menu bar at the top of the page.
2. Big headline.
3. Short description and sub header.
4. CTA button.
3. Conflicting CTAs
CTAs are important to include on your website to generate conversions. Many developers think that putting lots of CTAs will increase the chance of getting clicked. On the contrary, just the opposite of it happens.If you put more numbers of CTAs, which are not related, it will end up making the visitors confused.
The CTAs which are normally used are:
1. Sign up today.
2. Refer a friend.
3. Buy now.
4. Join our email list.
5. Click here to claim your discount
You can all of these CTAs on your website unless they are not on one page. By using them all on one page you will not be able to fulfill their purpose of converting the leads.
4. Too Much Crowd
Your web design should not be cluttered. You should use your white space to let your article breathe. By leaving space in your article you are also helping your visitors to understand the starting and ending of an article.
If you leave empty spaces, you can attract your visitors attention to the main proposition of your website.
By making your webpage crowded you will also be slowing down your webpage’s loading time. Above all, the pages which require more than 4 seconds to load may see their bounce rate increase by almost 98%.
You can also consider removing unnecessary images from your webpage. You can put images of your product, but don’t use all the images on a single page.
Therefore, if you make your design more clutter free, and simple, the visitors will have no problem in going through the pages.
5. Not Keeping in Mind about Scrolling
Many web pages will need the users to scroll. Scrolling is not bad, but you have to take into consideration the change of your page when a visitor will scroll. You have to make the placement of your CTA button in such a way so that the visitors are able to see it even after they scroll.
Imagine if a person is scrolling through your page and while in the middle of your article, he decides to convert. Then they have to go searching for the CTA button. This will not look good for your website.
Hence, you should make your CTA button in such a way that it will move with the page on the screen. By doing so the people will not need to go searching and they can convert easily. The more work a user will need to do to convert will affect your conversion rate.
6. Complex Checkout Process
If you are running an ecommerce site, you need to keep the shopping cart optimization on the top of your list. You need to take into account all the design aspects of your checkout page.
If the buttons for completing the payment process are miss-written or hidden, then it will have a devastating effect on your conversion rate.
Moreover, you should make sure that the checkout process can be completed in as much less steps as possible. A lengthy checkout process will make the users avoid your website from the next time.
7. Not Thinking for The Mobile Users
The navigation method is different in tablets and smartphones from that in the computer devices.
After optimizing your desktop site, you may think that your navigation has become perfect. But, you need to optimize your site for mobile users also. This is because, in the case of mobile browsing, speed plays an important role.
The websites taking more than 3 seconds to load on a smartphone has seen a 53% bounce rate. Almost 50% of the users wants the pages to load within 2 seconds.
It is more important for you do if you have an ecommerce site. This is because 70% of all the transactions are done from smartphones.
At the time of optimizing your site for smartphones, you need to keep in mind the following things:
1. Apply a standard layout.
2. Use familiar CTAs.
3. Make it less clutter.
4. Make it scrolling-friendly.
After optimizing your site for mobile users, you need to make changes to the design to support that optimization.
Traffic doesn’t always mean that you will also get a good conversion rate as well. This may be due to some mistakes that you are making in your web pages. The navigation mistakes are the most often occurring mistakes.
Therefore by following the tips given in the article, you can improve your navigation mistakes to get a good conversion rate.