Are people bouncing off your website?
Statistics show that over half of the people who visit a website click away within 15 seconds. In numerical terms more than 100 of every 200 visitors will bounce straight off!
So what makes them leave so quickly? And what can you do to keep them longer?
Here are 6 reasons why visitors may leave and steps you can take to improve your website and keep them longer.
1. Takes too long to load – Everyone is busy these days. The internet has so much available to us; articles to read, video’s to watch, online stores to browse. Why wait for a slow site to load when there are so many more sites just like yours to check out? In addition to the prospect of people leaving your site prematurely, the loading speed of your site can seriously affect your page ranking.
How to fix it – You need to balance aesthetics with load performance. Making a page more visually attractive can involve adding more plugins – the trouble is your visitors won’t appreciate the effort if it affects their experience. Every time another analytics programme or plugin is added you slow down your site that little bit more!
expect a web page to load in under 2 seconds
abandon a website that takes over 3 seconds to load
a 1 second delay decreases customer satisfaction by
2. You don’t deliver what you promise – If your meta description (this is what appears on the Google search page) offers a promise that doesn’t appear on the landing page, or what you show on your landing page isn’t what they are expecting, the visitor will no doubt bounce straight back out of your site. It’s like talking about how wonderful and healthy your Apple Juice is and then selling fizzy cola!
How to fix it – Always try to be honest and accurate when promoting your business. Choose a domain name that is unique and relevant to your service or product. Never mislead visitors in to thinking you are something you are not – it never works in the long run.
3. Poorly written content – Almost everyone reading this will have clicked straight off a blog post or website at some point after realising a headline was misleading, resulting in irrelevant content. Or the quality of content was so bad, off you clicked! Using the services of a professional content writing service should be a priority for all businesses who want to get the best from their website and keep visitors longer. Your website should be regularly updated with high quality content relevant to your audience.
How to fix it – There are many ways to create great content, depending on your business and your audience. It could be blog posts, statistics using visual infographics, videos or case studies. You need to find out what is most suitable to your market. Experiment with the different media – see – what works for you! Keep it professional and of good quality using experienced writers and designers for maximum effect.
4. Little or no call-to-actions – Now that you have the winning combination for quality content that keeps your visitor longer – what do you do next? Without a clear call-to-action they simply move on and you are losing out on leads because you didn’t ask for them!
How to fix it – Know what you want a visitor to do after visiting each page on your website. Do you want them to buy something? Add a ‘Shop Now’ button. Do you want them to share on social media? Add a ‘Share’ button. Your visitors won’t take action if you don’t ask – compelling call-to-actions will encourage them to act before leaving the page.
5. Outdated Design – Never think that the look of your website isn’t important – it is your shopfront! Let’s face it, the attractive, well presented shop fronts on your local high street are the ones you stop to look at; you are more likely to step inside these than one that looks dated, run down or with bars on their windows. It’s the same with websites. In a study conducted by Dr. Elizabeth Sillence, participants were asked to review a number of websites and say whether they trust them or not. More than 94% of respondents said the reason they distrusted a website was the design.
How to fix it – Keeping your website fresh and updated is a good place to start. Every design decision, from colour scheme, to navigation type will affect the user experience, determining whether they will engage with your content or bounce straight off. Remember most internet users have little tolerance of slow and confusing websites.
mobile shoppers abandon transaction if not optimized for mobile
6. Not Mobile Responsive – If your website is not optimized for mobile you are missing out on opportunities big time! Searches on mobile devices now outnumber those on desktop PC’s, which means the future is mobile! Responsive design ensures your website content is similar across all platforms, displaying information required and reducing the bounce rate.
How to fix it – Making your website mobile responsive is essential to grow your online presence. Talking to a reputable website design company is the smart move. You can, if you wish create separate websites for each device – not ideal as this would be difficult to manage with updating content and having separate SEO campaigns. It is important to note too that separate mobile device websites do not rank well in search engines.
Let’s try and stop people bouncing off your website; implementing some of the changes above is a great place to start. Before you know it visitors will stay longer, you will have more response to your call-to-action points, more leads and potentially more business!
Do you already have a really low bounce rate? We’d be interested to hear how you did it and if you have any tips we can share with our readers.