One of your main priorities with your business site is making your conversion rate the best it can be. The basic approach for doing this is tracking and testing all the pages where you see poor performance. But don't think this is something that everyone does, and it really doesn't matter just as long as you start doing it. Here are some valuable discussions about what can cause a low conversion rate and what you can do.
Every person that visits your website should be able to navigate without any problem at all. If the complexity of the navigation system is too great, they will become confused, frustrated and then click away. You want to avoid putting too many links into your navigation system. If you do this, you could end up with people becoming frustrated, even though your navigation system is modern and beautiful to behold, but not fun to use. People will not want to spend their time finding their way around your website if there are too many links - they will simply click away and go to one of your competitors. As long as you have a category navigation system set up, with a versatile search function, visitors will be able to find their way quite easily.
In some cases, visitors can be quite vocal. They may actually contact you, telling you exactly how it felt to not be able to navigate your website very easily. If you are having low conversions, this information can actually be very helpful, providing you with the details you need to improve your conversion rates. Listen to what your users have to say and try to comprehend their needs/wants so that you're able to serve them better. People that take this information seriously, and act upon what has been said, will further the possibility of having higher conversion rates and more success on the web.
Some webmasters have a fishing net approach with ads and that can often not work well. There's really no reason to use any other ads if you have your own things to sell. People do not want to be distracted by all the ads, and if that happens then they're gone. If you want your visitors to buy from you, then let them do that. If you really want to leverage AdSense then do it on a page where you don't have any other call to actions.
In conclusion, there are many factors on your website that may be damaging your site's reputation, and also creating low conversion rates that is costing you sales every single day. You should always be trying to improve your website, having a go in the right direction, which can only be done by constantly evaluating what is on the site itself. Your aim should be to constantly serve your target audience in the best possible way through your site.
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