How do you realize that a website is preventing your business from growing? Sometimes it seems that everything is working fine: traffic is there, and the site looks decent, but for some reason conversion is low, requests come rarely, and sales are not growing. Perhaps it's a matter of usability, loading speed, or some other factor that is not so obvious. But how exactly do you determine this? What signs indicate that the site is not just not helping, but hindering business development?
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Indeed, the site may not only not help the business, but also actively interfere with it, reducing conversion rates and scaring away customers. One of the main signals is a high bounce rate: if users enter and immediately leave, then something is clearly wrong. Slow loading pages, non-obvious navigation, overloaded interface or even just irrelevant content - all this can reduce the effectiveness of the site. To accurately identify weaknesses, it is better to conduct a conversion rate optimization audit. Such an audit identifies technical and UX-problems that prevent users from making targeted actions. Another important point is to analyze the user journey. If, for example, a lot of people come to your website, but almost no one fills out a form or makes a purchase, it means that the process is too complicated or does not inspire trust. Sometimes it's enough to change headlines, CTA buttons or remove unnecessary fields in the form, and the conversion rate increases many times over.
I agree that if the business is stagnating, it's worth testing the site. Sometimes the problem is obvious (for example, a bad mobile version), and sometimes it's hidden deeper. Either way, analytics and testing is the best way to figure out what's preventing conversions.
