Are 96 Out of 100 Visitors Saying “No” To You?

by Angus Fraser · November 8, 2023

3 Steps to Getting them to Say “Yes!”

Let’s suppose you’re trying to sell something, like a cool product, a special service or maybe just a free newsletter subscription. You hire a designer and a web developer to make your website look fantastic. You spend a bunch of money on ads to get people to visit your site. But when you look at how many people actually buy your thing or join your email list, it might not be enough to cover the money you spent on ads. What can you do about this?

Did you know that, on average, only about 4 out of every 100 people who visit a landing page end up converting? That means most of the people – 96 out of 100 – don’t buy anything.

Here are three important things to consider that can improve your conversion rates on your landing pages.

Feel the Need for Speed – How fast your webpage loads is crucially important. It’s not just about having great stuff to read or look at. If your webpage takes a long time to load, people might leave and if they leave before it loads then they cannot convert.

Did you know that about half of all people expect a webpage to load in less than two seconds? Studies have shown that if a webpage is slow to load, more people leave without buying anything.

Buttons vs The Fold – The second thing is where you put the buttons or links that people click to buy something. Have you heard of “above the fold”? It’s like the top part of a webpage that you see without scrolling. The rest is “below the fold,” and you have to scroll to see it.

Where you put the buttons can make a big difference. If you put them where people see them right away, more people are likely to convert. If you hide them below the fold, fewer people will see them and take the action you seek.

Where the fold is changes on different devices, like phones or computers. So you need to think about where to put the buttons so that people can see them without scrolling too much. Unbounce, a company that helps make better webpages, did a test. They put a button below the fold on one page and above the fold on another page. When the button was above the fold, 41% more people converted. This shows that putting things above the fold can be really powerful.

But sometimes, if what you’re selling is kind of complicated, you might need more space to explain it. You can use a video to do that and still keep the important buttons above the fold.

Or, if you really want buttons below the fold, you shouldn’t put too much stuff above the fold. Because if you have less stuff there, people might scroll more and see the buttons below.

Clutter-Free – The last thing to think about is not having too much stuff on your webpage. Imagine your webpage is like a store with one big goal: getting people to buy. But if there’s too much clutter everywhere, people might get confused and leave without buying.

Your webpage should be easy to understand without any distractions. Too much stuff can make people leave and not buy anything.

When you focus on these three simple things – making your webpage load fast, putting important buttons where people can see them, and keeping your webpage simple – you’ll have a better chance of getting more people to buy from your website.