Suspect that people leave your website early?
There are lots of reasons that people leave your website early and we’ve picked our top 5.
You’ve spent a fair amount getting your website online, you’ve spoken to the designer and you’ve written up all the content.
But you’re not getting any extra business. It’s as if the shop door is closed.
The reason might be that people are leaving your website early. These might be the reasons why:
1. Your content is relevant to searchers
A lot of the content on your website is probably based around a bunch of keywords and that’s good. The problem is that the page that is served up in the search index might point to a page that is not wholly relevant to the sergers parameters.
So make sure that the page that is served up in the search results perfectly reflects what the person is searching for. As an example, if I search for ‘kitchen designers’ and I see the link for a local kitchen designer, I expect to click the link and see quite quickly the quality of the kitchens and details about the services they offer. I don’t want to see ads and I don’t want to see a page about the fitting team.
If you’re going to target certain keywords or audiences, you have to optimise your content for those keywords.
This means you have to understand user intent and why they are coming to your site in the first place.
You don’t just want to send people to your homepage and expect them to figure out the rest.
One recent study found that 84% of searchers would rather land on a blog post or landing page than a homepage.
This is because searchers are searching for something very specific. Look at it like this .. if you had a shop in the high street. Would you place your most popular items in the entrance or hide them out the back, behind a counter where people are queuing up trying to figure out how to find the products they seek?
2. Your site is hard to use on a mobile
These days, most people search and browse in a mobile device. They are on the move or they are relaxing at home and are less likely these days to be stuck in a home office next to a PC.
So your website must be easy to use on amble device. It should work like an app and is a very different experience to that of a desktop situation.
Everything should be arranged to allow easy scrolling without interruptions. Some items might not even be relevant when viewing on a mobile as they are more suited to a desktop view, all the more reason to check the mobile-view so people don’t have reasons to leave your website early.
3. There’s no obvious conversion or contact point
You want your users to take immediate action (or as close to it as possible) when they come to your site. This is the goal of your site, to get people to buy your product or service. So make it easy and obvious.
This is called the CTA (call to action) and should be obvious but not too obvious or it will seem too pushy. Also, it’s worth having some kind of CTA later on in the page, not too soon, as you need to gain the visitors’ trust first.
3. Your design is too simple (or too complicated) or is dated
People like to find what they need quickly and without fuss. All the heavy stuff like case studies, testimonials and so on, should be tucked away. These pages can still be easy to find but not part of the overall design. If they want more details, they will find it and you can help with useful pointers along the way. In the meantime, keep it simple.
Conversely, a site shouldn’t be too simple that it doesn’t explain enough, so it’s a delicate balance.
You should re-evaluate the design of your website every 4 or 5 years as styles change and customers are a savvy lot and will follow the trend. Older designs can and will still convert, but a modern design will always win over old, dated design. This is because everyone is exposed to new design all the time. They just don’t realise it. Take TV advertising for example. The old ‘buy a sofa from the store down the road’ approach doesn’t work anymore and advertisers use eve-more creative ways to get our attention. In some cases, they even entertain us to captivate and sell to us.
Apple is obviously a good example of this, with their use of amazing photos, white-space and minimal use of text.
We like to design with a minimum flair, see some examples of our website designs.
4. Your site is too slow
Even though it’s important, it’s not the main reason people are leaving your site. People will wait a short while (not too long) as long as the result is worth waiting for.
Page speed won’t turn away visitors unless other things are a problem, too (see reasons 1-4).
5. Outdated content
People looking for your product or service will be put off if the site contains dated content. If the blog shows articles that stop a year out two ago, people will think the business either doesn’t care, or worse, doesn’t exist anymore.
It is important for every website to keep its content fresh and up-to-date to avoid people having reasons to leave your website early.