As an internet business it’s your goal to turn visitors into customers, however, a high conversion rate is hard to come by, especially when your site isn’t as optimized as it could be.
What is a high conversion rate?
The global average is between 2% and 5%, it depends greatly on the quality of the traffic you get, and how your optimization is done.
Give your users the best experience possible
Users expect a good experience on your site, and it’s your responsibility they get to perform the conversions you want in an easy and straightforward way, this can only be done by optimizing your website to be as fast as possible, have a good flow, and be accessible to users with disabilities as minor as bad eyesight.
Many factors come into play when talking about user experience.
The world moves fast, people like to get their coffee fast, and people like to get to to work fast. Just like people like and expect fast sites.
Is your site fast? Does it load in 2 seconds or less? What about on mobile phones with slow 3g internet connections?
Studies have shown that site speed is a major influencer on user’s perceived trust of a website, and is also directly related to conversions, simply put: The faster the site, the more conversions you’re likely to get.
If your site is fast, you may still have usability issues.
Is your site optimized for users on mobile devices? Are they able to click on the things they want without having to zoom in on the page?
"Across 33 rich countries, only 5% of the population has high computer-related abilities, and only a third of people can complete medium-complexity tasks." - OECD
The computer skills of your users are lower than you may think, so user interfaces must be very simple to navigate, or you lose out on the majority of the population.
"In Europe there are 2,550,000 blind people and 23,800,000 low vision people, giving a total of 26,350,000 visually impaired individuals." - World Health Organisation
This is often ignored by many, but I believe it’s a moral obligation to allow people with disabilities as small as poor eyesight to properly use your website to receive the services/goods you provide and they want. It’s easy to say it’s not significant, but an average of 1 in 30 Europeans experience sight loss, giving a total of over 26 million visually impaired people in Europe alone, does it seem prudent to automatically dismiss over 26 million possible clients in Europe alone?