Elevating Conversion Rates with Website Maintenance

Measuring your website conversion rate regularly can help your business grow in numerous ways. Your website conversion rate shows the percentage of website visitors that take a desired action on your site. For example, suppose someone visits your website and navigates from your homepage to browse your products and services to purchase an item. In that case, that person now moves from a "visitor" to a "lead."

With this information, you can estimate customer acquisition based on the number of leads you acquire. For a lead to properly contribute to your bottom line, you need qualified leads. Even if a visitor downloads an item or browses your service pages, if they are not the right audience or do not take further steps, they cannot be considered a qualified lead.

Your website conversion rate directly impacts your bottom line. If you are not converting enough website visitors into qualified leads , you are losing potential revenue every day.

Where Website Maintenance Comes into Play

To increase your conversion rate, you need to understand what could potentially prevent people from taking the desired action and address those issues. After all, the average website user will spend around 15 seconds to decide whether your site is worth their time.

Some of the most common website maintenance issues that impact conversion rates include:

• Navigation difficulties. If your customers cannot effectively and confidently navigate your website, they are likely to leave and seek out a competing service. Poor website structure and layout can cause navigation issues. Similarly, problems with your navigation bar and broken links or buttons could prevent your visitors from sticking around.
• Slow loading or response speed. Similar to navigation, sluggish response times can easily cause visitors to leave your site. High bounce rates can result from impatient or frustrated users due to slow-loading or unresponsive pages. A webpage may have a slower response due to large image or video file sizes, a high amount of HTTP requests necessary to load the webpage or simply broken code.
• Poor design. While the front-facing design of your website is what convinces a visitor to stay or leave, website design is not just about aesthetics. Website layout starts in backend development, ensuring the site does not become cluttered with text or overlapping design. Making sure your website is up-to-date in terms of modern design and has a solid structure to adapt to new content is critical.
• Lack of call-to-action buttons. If your conversion rate is contingent on having visitors reach out to you directly, it is critical to have contact buttons and links always visible. Similarly, if you aim to convert leads into longtime customers with your monthly newsletter, it must be easy to locate and interact with. When you introduce a new link or button, it is crucial to see where this CTA is located on your website, how visible it is and if there are any areas where it does not appear.
• Low-quality content. Your content should be optimized for SEO for potential customers to find your website. Still, low-quality content can easily turn them around once they reach it. Broken links, typos, displaced content and images that fail to load can all contribute to this issue.
• Not optimized for mobile. As of 2024, mobile dominates the search engine market. With 58% of users accessing websites via mobile and 39% using desktop, it has never been more important for you to focus on your mobile website experience. Often enough, mobile experience is an afterthought, making it hard for visitors to effectively navigate the page, miss important CTAs or even get lost in the sheer size of content meant for a larger desktop display.
• Small online presence. People rely on reviews. In fact, 2024 data shows a whopping 95% of customers read online reviews before purchasing a product or using a service. If your website lacks testimonials and reviews from real customers, it will show.

Better Website, Better Results

When you maintain your website regularly, you are more likely to catch broken codes, outdated information, navigation problems and more. Prioritizing website maintenance also goes beyond keeping the backend tidy. When you identify the areas your customers seem to be dropping off, you can begin to better understand your customers' needs, test different strategies, refine and refocus your content and ultimately create a better user experience that results in returning customers.

Website maintenance is a single cog in the machine that is optimized for business growth. When we support our partners with website maintenance, we do a thorough review to understand how the site performs, what levers to pull to increase performance overtime and gain a strong understanding of revenue performance as an end result of changes being made so that the full-optimization can consistently be iterated on and improved.

We understand where we can enhance and improve your organization through measuring the following imperative metrics:

• Website and Marketing Analytics
• Conversions / Leads
• Acquisitions (New Business versus Existing)
• Revenue

Any one facet out of that equation is a recipe that only allows for guesses. We take the steps to understand all of these elements to make calculated performance enhancements.

Website maintenance requires all hands on deck. From updating content to implementing the latest security measures and backups to enhancing areas that no longer benefit your business, it can feel overwhelming. Connect with our marketing professionals to improve your website and start converting visitors into qualified leads.