Are You Making these 5 Costly Mistakes?

Jun 19, 2019

Are You Making these 5 Costly Mistakes?

Table of Contents

1. Introduction

2. Unresponsive Site

3. A Slow Website

4. A Crappy Offer

5. The CTA (Call-to-Action)

6. Not Building Trust

7. Conclusion

1. Introduction:

Your website can be your gold mine or it could be the factor behind your slow or lack of success. In the majority of cases, a website is the forefront of a business so it pays to ensure that you are not making mistakes that can end up costing you!

We’ve seen our share of poor performing sites. Believe it or not, 70% of business owners are making mistakes when it comes to their website and as a result, they aren’t reaping the full rewards from their business.

Recently, we sat down and compiled this list of common key metrics of a poor performing site.

Are you making these 5 costly marketing mistakes?

It is imperative to review the list below and ensure that you are not making these 5 costly mistakes. Whether your website has been alive and kicking for the ages or you’re just in the process of creating one, we are sure the list below will be of benefit to you.

2. Unresponsive Website:


It’s 2019 and every man and his dog own a mobile phone. We are all guilty of living in our phones so we are always gobsmacked by the number of sites we come across that are either not mobile responsive, or the user interface is not properly optimised for mobile devices.

The fact is that over 52% of searches are done from a mobile device, so, it is absolutely crucial to ensure that we’re offering our customers the best UX (User Experience) on every device possible.

To check if your site is mobile responsive, you can simply use your mobile device although you won’t be able to see what it looks like on different devices.

Alternatively, follow the below steps using the Google Chrome web browser and see just how your site shapes up on mobile or tablet devices:

  1. Click the 3 Vertical Dots in the top right-hand corner of your browser
  2. Hover Over More Tools
  3. Click Developer Tools

Now you will see an option to change device on your screen and have the opportunity to see what your website looks like to users of different devices!

3. A Slow Website:

The tortoise beating the rabbit and slow and steady winning the race are concepts that DO NOT apply to a website! Makes for a cute moral of a fairy tale story but when creates havoc for your website and business.

We live in a society where everyone is pressed for time and Google is well aware of this. As a result, it has always had super high expectations in regards to what we advertise on their platform and how we go about doing it.

In particular, Google has become extremely strict on website speed, and for good reason.

Google’s expectation is that a site will load in less than 3 seconds, and after reading the next sentence I’m sure you’ll be in the same boat.

Every extra second in load speed after 3 seconds, represents a massive 20% dip in conversions.

That’s a huge amount of customers and potential sales that you could be losing…. And you will be kicking yourself even more if this is the case for you when you realise how easy it is to check your website loading time. The Scorecard Tool allows you to compare websites mobile speed to your competitors, and identify loss of revenue if you run an e-commerce site.

Picture this scenario:

You run an Ecomm store. Your website loads in 10 seconds, you have approximately 5,000 monthly visitors that convert at 3%, and your average order value is $200.


If you improve your page speed to 3.0 seconds, statistics show that you will increase your annual turnover by $50,997 USD! ($71,885 AUD – at the time of writing this).


Now, a lot of you may be scowling and saying:

You run an Ecomm store. Your website loads in 10 seconds, you have approximately 5,000 monthly visitors that convert at 3%, and your average order value is $200.


If you improve your page speed to 3.0 seconds, statistics show that you will increase your annual turnover by $50,997 USD! ($71,885 AUD – at the time of writing this).


Now, a lot of you may be scowling and saying:

“I don’t run an eCommerce website, my business is service based”


Don’t stress friend; we haven’t forgotten about you!


A case study written by Hubspot showed a local business cut their page speed in half, which leads to a 13% increase in sales, and a 9% increase in conversion rate.


Now that we’ve identified the importance of your website’s speed, let’s put yours to the test.


Jump onto Pingdom’s page speed tool:


Next, enter in your website address, and ensure the test location is set to Sydney, Australia.


If your site loading time is over 3 seconds, then get on the phone right now and call up your web developer. There are numerous things that can be done to improve your site loading time such as changing the location of your website hosting. Such a small change that will be well worth it in the long run.

4. A Crappy Offer:


Your offer is one of the most important components of a successful conversion rate! Unfortunately, it is also something I see lacking on a lot of websites.


When it comes to your offer or value proposition there are a number of factors that need to be ticked off.


Firstly and most importantly, ensure you have a unique offering, that perfectly meets the demands of your target market.


Secondly, make your offering simple to claim,


Thirdly, make it clear to the consumer how the customer will benefit from accepting your value proposition. What will they gain out of the transaction? How will their needs be met? Look past the obvious and outline both immediate needs such as functionality and try to outline other benefits that your value proposition would be adding such Social Standing, Price and Security.


In some cases, you’re better off using a gated lead capture form to nurture your database – but this is something for another day.

5. The CTA (Call to Action):


Your call to action can be your game changer; poor or no call to action and well…let’s face you won’t be getting too much action. A great call to action, on the other hand, can mean a well performing and converting website.


Check out the tips we’ve compiled on Call to Action:


  • Make your CTA’s relevant to your sales copy
  • Ensure the button colour and text colour is contrasted properly
  • Test different locations for your CTA to ad split test the effectiveness of each

6. Not building trust:


Remember, there’s a good chance that your website visitor is landing on your website from a Google search Ad and have never heard of your brand before; so it’s important to build trust and rapport with your new potential customer quickly.


There are many ways you can improve the customer experience and show them you’re the real deal.

  • Publish customer reviews from your GMB Page (Google My Business Page)
    • You can also integrate them with different plugins for a better UX
  • Include experiences of your customers via the use of video content.
    • If you have a look on our homepage, we make sure our customers know we can generate results as soon as they land on the page by posting customer testimonials
  • Use social proof
  • Utilise your UBP (Unique Buying Proposition), ie; guarantees, free shipping etc.
  • Build trust by offering something of value, for free ie; a free eBook or checklist


Remember, if your customers do not trust you, they will not buy from you.


7. Conclusion:


There has been a lot of information given in this article but the main key point is that the website you’re driving traffic to, is just as, if not more important than the traffic itself. Driving traffic to the site won’t turn into conversions if that traffic is not engaging with your website!


So, don’t delay! Review these 5 deadly mistakes we’ve listed and ensured that your not making them with your website…and by doing so, set yourself, your business and your site up for SUCCESS!

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