Top 5 reasons people are leaving your site
There's no denying that in today's market, having a website that is properly designed and executed is key. Poorly stuctured sites can cause any visitors to leave as soon as they hit your homepage. Maybe you're looking into building a new site, or perhaps re-vamping your current one. In any case, here are 5 Reasons that people are leaving your site to take into consideration and learn from.
1. Easy on the eyes
We’ve all heard the saying “don’t judge a book by its cover”, but at the end of the day when it comes to website, we do. There are so many sites out there that have little or no thought when it comes to the design, but users do give it thought. This could affect whether or not they choose to stay on your site and learn more about you, or go somewhere different. Most users will instantly click the 'back' button if a website looks very outdated. Textured backgrounds, extreme vibrant colours, clashing palettes and more need to be heavily considered when designing your site. Design goes far beyond just making it look ‘nice’, it’s about encapsulating your brand and telling the user who you are before they’ve even started to read the content. If someone doesn’t see the value in your brand it’s so easy to click the next link in Google and never see your content again.
2. The need for speed
One of the most watched events in every Olympic games is the mens 100m race, but it's also one of the shortest events - lasting just under 10 seconds. So why do we love watching it? Because people love speed. They love to see who can go fastest, if records will be broken. If we live in a world dominated by speed, do you really think people are going to wait for your site to download when they land on it? Gone are the days of waiting for an image to slowly load as it comes down your telephone wire bit by bit. We expect everything to happen before we’ve lifted our finger from clicking the link. So when presented with a list of sites that all want to sell us that amazing new product, if we’ve got enough time to go to the next link before the other one has loaded, that’s what we do. According to kissmetrics.com, back in 2011, 47% of users expect a site to load in under 2 seconds and 40% will abandon the site after just 3. There are a few factors that affect the load time but they are simple to rectify. Supplying smaller images, optimising the load order of included content, increasing server power or moving a server to a more local location are all steps that can be taken to ensure your website is the Usain Bolt of the internet.
3. Keep it simple
If someone has come to your site, they’re probably looking for something specifically. Your goal is to lead them to it. If they have to click through several pages, scroll through information that isn’t relevant, the chances are they won’t find it. When building a site you tend to think about what you want to show the customers but not about what the customers are coming to find. A happy customer that can find what he wants will come back for more.
4. Call to action
This is a big one, especially if you don’t sell directly through your site. What is a ‘call to action’? It’s a big easy to read message telling your visitors what you want them to do next. Most of the time you want them to contact you, whether it’s a big friendly “Call us now on…” or a “get in touch” link leading to the contact page, once you have them that far, you can let them know exactly what they want and hopefully get a happy customer.
5. Get to the point
A site needs to be simple, most people that are coming to buy a product aren’t specialists in that area. You don’t want to bore them with details, you need to let them know what they’ll get, not what you do to give them that. Apple did this with the iPod; what’s a better advert, “it can play mp3’s and has 1GB of storage” or “you can listen to 1000 songs”? It’s straight and to the point.
If you're looking for a new website design, or you think that your site needs a refresh, it's important to take the above factors into consideration and seek help from people who know what they are doing when it comes to web design.
If you already have a site and want to know how it's performing, you can get in touch with professionals within the industry who can track, analyze and provide consultation on areas to address.
There's always room for improvement!