Ever noticed how your target audience reaches your website from social media or your marketing campaigns, but never really stick around? Well, you’re not alone. In this post, we’re going to share with you the reasons why people are leaving your website and how you can fix it.
According to a study by the Nielsen Norman, most of your website visitors will stick around for almost a minute (59 seconds to be exact). But this comes with a short clause – if they find what they are looking for instantly or they’ll look for another source of information.
1. Your design is an instant put off
A research conducted by Dr Liz Sillence, 94% of survey participants became wary of a business simply because their website design didn’t keep up to their expectations. While content still plays a big role in how your target audience perceives you, it is the design of your website or landing page that creates the first impression – it is your make or break moment when a visitor drops by.
If it’s your first time at designing a website, we recommend you take a look at Awwwards to see what people across the world love. You can find some really inspiring website designs there and you never know, which one might click with your brand’s personality.
2. Your content makes no sense
There are two things to take note of here – one, the legibility of the content and second, the flow of your content. It is important that your website is highlighting only what’s important and uses a consistent font across the web pages to improve its legibility. While typography has become a part of the modern design, it is important to make sure you aren’t making it too difficult for the visitor to read.
Secondly, the flow of your content determines whether or not the visitor is going to take the action you wish he would. Right from the value proposition to the final call-to-action, there needs to be a build up that the visitor relates to. It should encourage him to make an interaction with your brand, and not end up feeling confused in the end.
3. Your ads are too overwhelming
Everyone wants to monetize from their website or blog. But in their zest to make the most of the traffic their website is receiving, they forget how distracting and irritating it is to be bombarded by advertisements when you’re looking for something specific.
Do a rain check on the number of ads you’re running, their nature and of course, their placement on the web page. You want to make sure that they are not intrusive in nature and won’t overwhelm the visitor. It is wise idea to only run ads of what’s relevant to your business.
For instance, this website here that has way too many ads on display for the visitors.
4. You use auto-play videos or audios
Ever had to suddenly hit mute or frantically reduce the volume of your device because a website decided to play some video or audio the moment you landed on it? Well, we have been there too. It’s embarrassing, irritating and if we can’t find a way to turn it off in less than 5 seconds, we leave the website.
Make sure that any such rich media used on your website is not on autoplay. Give the visitor the choice to listen or watch the same by offering a play button instead.
5. Your navigation skills are poor
What happens when you aren’t able to drive your friends to the decided location on time because you forgot the way or decided to refer to the GPS all the way? You don’t get to drive again because your navigation skills are poor.
The same holds true for your website. If the navigation offered on the website doesn’t let the visitor easily explore what your business has to offer to him, he is sure to replace you with a site that does. So make sure you plan the navigation menu well – categories and subcategories shouldn’t be too overwhelming, yet should do their part of classifying content where it should be, and how you’d want a visitor to discover it.
6. Your registration requirements are too demanding
Alright, if we ask you for your name, email address, date of birth and more, you’re probably going to think ‘what the hell’ and look for another site that offers similar content without you having to share so much information.
If your website registration or conversion requirements are too demanding, you can be sure that your analytics graph is going to remain at an all time low. Make sure the process to interact with your business or convert is as optimized as possible – ask only what is important to you and what your visitors would see a reason behind to share.
For instance, this contact form could have easily done without the form field of asking ‘how can we help you?’
7. Your site takes ages to load
In a previous post, 47% of consumers expect a web page to load in 2 seconds or less. About 40% of people abandon a website that takes any more than 3 seconds in total to load. Simply put, a one second delay can result in a 7% reduction in conversions.
So ensure all your website elements are optimized – right from the content, media, call-to-action buttons and other functionalities that you might have.
8. Your product benefits aren’t clear
Businesses should no longer focus on what will drive their sales. What they need to focus on, is how they can add value to their target market. Thinking from the customer’s perspective has become a must today and if people are leaving your website, there’s a high chance you haven’t been abiding by the rules.
You may have the best of products and services to offer in your industry, but as long as you are just listing down their features, your potential customer isn’t going to convert. Focus on highlighting the benefits instead. Tell them what they would gain by interacting with your business.
For instance, Unbounce makes its features absolutely clear.
9. You don’t have a directing call-to-action
A call-to-action is like the guiding light of a website visitor. It basically lets him know what to do next and directs him to it – even if it is pretty obvious. If your visitors are leaving your website without converting, there is a high chance they didn’t understand what they are to do next – in short, your call-to-action is ineffective.
So ensure that your call-to-actions are driving the visitor towards one goal – be it purchasing the product, getting a free trial, signing up for a demo or anything else that adds value to your business goals as well as the visitor. Keep it simple, directive and use a call-to-action copy that reinforces your value proposition.
For instance this call-to-action that directs a visitor on what to do next.
10. Your website or landing page doesn’t match your campaign
We have time and again mentioned how setting expectations in your target market and not keeping up with them, is only going to make you lose customers. If there is no consistency between the advertisement or campaign that drove them to your website and what your website has to offer, you lose their trust instantly.
Make sure your campaigns are well thought through. You want them to set the right expectations in your target market, so that when they reach your website, they know what they are likely to get. Always keep your value propositions and offerings consistent – no matter what channel you’re using for marketing.
For instance, this Marketo ad tells exactly what the visitor is to expect from the landing page.
11. Your site is barely responsive
Only 42% of your website’s traffic is from desktops, the remaining majority traffic comes from mobile devices. And by mobile, we mean all those smartphones, iPads and other gadgets that you can see people browsing the internet on.
Now you need to make sure that every little functionality of your website works the same way on mobile devices. Choose a design template that is responsive in nature and would offer the same experience to all your visitors, irrespective of what device they are accessing it from.
12. Your website has no social proof
People follow what other people do – well, generally. If not, they at least like to know that the business’s products and services are doing well in the market and its existing customers are happy using them.
If your visitors are going away without converting, there is a high chance your website lacks any kind of social proof or an assurance they were looking for. Display who your existing customers are, share some case studies and maybe a few customer reviews or testimonials on your website.
For instance, Unbounce displays just how many people are using their product and of course, their logos so that people can recognize the popular ones easily – building a trust factor instantly.
13. You don’t have an exit intent campaign
Your website could have all the information and the content to convert a visitor into your customer. But what about his fleeting attention span? You can’t control the environment your visitor is in. He could be in his office, maybe leaving for a quick workout at the gym or something else that could take his attention away from your product.
This is why it is important for you to implement an exit intent campaign using Exit Bee. As soon as this visitor is about to leave your website or close the tab for any reason, the campaign gets triggered with a personalized message that is aimed at converting him. It could be a special offer, an additional discount or a possibility for a micro conversion.
For instance, our website visitors might not understand what an exit intent technology does. So we offer a personalized demo to them instead – you don’t need to use our product, you could first take a look at how it works.
You could never be too obvious about what you need your visitor to do on your business website. So keep it simple, straight and highly customer centric. The aim is for him to see value in what your business does and has to offer, and have faith in you to convert.
Do a double take on your website and see which of these mistakes are you making right away!