If you have a business website, you might have noticed at times that many visitors leave within seconds of landing on your site.
The goal of a website is to draw visitors to your site and have them stay there because they find what they are looking for or because they are intrigued and want to see more. This brings in your leads and sales.
Having a high bounce rate, or in other words, a high percentage of people who enter your site and leave it quickly can be rather frustrating. Gaining conversions through your website really does take a combination of several factors.
There are many reasons people leave your site quickly. Here are the top 8 reasons that we have found and how you can address them.
1. Your Site Loads Too Slowly
Nearly half of all online customers expect a website to load in 2 seconds or less and most of them will leave the site if it takes much longer than 3 seconds to load. When it comes to satisfying your visitors, every second of load time counts.
If your site is taking a while to pull up, many times a visitor will hit the back button and move on to get the information they are seeking from other sources faster.
Here are two simple things you can do to improve your sites’ loading speed:
- Optimize Your Pictures. Ensure that the images you are using are not larger sized than they need to be and that they are in the correct format. JPEG should be a first choice and a second choice PNG. Avoid using TIFFs and BMPs. Remove unnecessary images.
- Monitor Your Website Performance. Use Google analytics to check your page load speed across operating systems, locations and devices. In your GA account, go to Behavior and then Site Speed and start in the Overview area. This tool can also give suggestion for improving your page load speed.
2. Your Website Design and Usability is Poor
Have you ever gone to a website looking for specific information and got stuck in a confusing maze of poorly designed navigation choices? Visitors want to see sites that are visually appealing. They also want to clearly see how to navigate your site.
Think through the design and set up of your site as if you were your own customer and are completely new to the site. What would be appealing to you and how would you want to navigate the site?
Rearrange your navigation set up and design to consider the needs of your users.
3. There are Too Many Advertisements on Your Site
Consumer trust is a major element to driving conversions. Research has shown that people generally trust all other forms of advertising more than they trust online banner ads.
Having too many ads can not only affect your page load speed, but it can be annoying and affect the feeling of trust your site emulates.
If you must have ads, they should not be the first thing a visitor sees, and they must not take up more space on your site than your actual content.
4. Your Site Has Video or Sounds That Start Playing Automatically
A surefire way to lose page visitors is to have an auto-playing video or audio when your site loads. Years ago, this was a “cool” feature but not anymore. Now it is simply annoying. The online savvy clients of today prefer to choose when and how they play their media. Bombing your visitors with audio or video without their consent is a speedy way to drive them off your site.
If you do have video or audio on your site pages, turn off the automatic play and allow your visitors to choose when to watch or listen.
5. Your Content is Poor or Outdated
This can be as simple as grammar and spelling errors that leave your visitors unimpressed. It could be the layout of how the content is displayed or the information in the content not living up to the visitors needs.
If the content on your site is old, it may not only turn off your visitors but search engines as well. Check your calendars, contact information, product descriptions, and blog posts to be relevant and up-to-date.
Content is key to keeping your visitors on your page and coming back for more. You want everything on your site current and fresh. This includes original and powerfully written text, visually appealing images, and intriguing videos.
6. Your Website is Not Mobile Friendly
More than 80% of smart phone users are utilizing their phones to search the web. If your website is not responsive and easy to view on all devices, then you are losing traffic and customers. In 2015, Google made big changes in how it ranks websites, putting huge emphasis on sites being completely optimized for mobile viewing.
You can test your website and learn what you need to do to make it more responsive through Google’s Mobile Friendly Test.
7. There is No About Us Page or Contact Page on Your Website
Two essential pages you want to include on your site is an About Us page and a Contact Us. Even with how obviously important these pages are, some people still do not include them. At a minimum, you should provide an email where visitors can contact you.
Providing an engaging About Us page with information the user would need benefits your website. You might want to include a mission statement or other information that helps a visitor humanize his or her experience with your site.
8. Your Website Lacks Personality
This ties in to your content and UX (user experience). Your site must appeal to the visitor in a way that sticks out from your competition. It must showcase your brand personality.
If your site reads like any person could have written it, it will be difficult for your visitors to connect with you and your sales will crumble without that connection.
A couple simple ways to help infuse your site with your brand personality is to include your social media follow buttons on each page of your site, preferably in your footer. Also utilize a business blog. You can spruce up your website content with bios of your authors and a fun layout of your blog.
Here are some questions you can also ask yourself to analyze if your website lacks personality:
- Does it feel cold or warm and welcoming?
- Is it inviting for first-time visitors?
- Would a younger or older crowd be drawn to it?
- Is it more relevant to a general audience or a male or female audience?
- Does it try to convince with facts or evoke emotion from visitors?
- Is it filled with lots of words or does it use words minimally?
- Does it give good reasons for visitors to return?
- What emotions is used when communicating with visitors (fear, anger, humor)?
- Does it show credibility, trust and expertise?
- Is it optimistic and fun-loving?
- Is the design more practical or graceful?
- Does it feel more like a parent speaking or a peer speaking?
You should see positive results in the bounce rate of your website if you address these issues. However, these aren’t the only factors that may influence people to leave your website, just the top ones that we have seen in our work. Improving your website’s SEO can significantly help your site be seen in the search rankings of your specific keywords as well.