The numbers for your website don’t look too bad — you’re definitely getting visitors to your site, and the numbers seem to be increasing weekly. However, your bounce rate still makes you cringe, and it seems like you’re having trouble keeping customers on your page.
While a heavy traffic flow might make it seem like your engagement numbers are heading in the right direction, a high click-away diminishes attractive analytics.
Studies show you have 59 seconds to appeal to your visitors before they leave, so consider the common reasons customers might abandon your website after the minute’s up.
Obviously, you want your website to look nice, but the bottom line is you want it to attract and retain customers, not deter them. Flashy colors, overloads of information, distasteful font choice and awkward layouts are just going to make a user abandon the site, even if the information is pertinent and the product is impeccable. Not only does a good web design and clear navigation make the experience easier for the user, it also is the first impression you make on visitors. When 75 percent of users make judgments on a company’s credibility based on its website design, it’s imperative that your site is simple, visually pleasing and easy to use.
We largely consider a “mobile-first” approach necessary when considering the modern user. However, many site owners still fail to truly optimize responsive design for their mobile user’s experience. According to a Google survey, 67 percent of visitors were more likely to buy from a mobile-friendly website, while 61 percent were likely to leave if the site wasn’t mobile friendly. 74 percent said they were more likely to return to the website if the experience was mobile friendly the first time. There really is no reason to ignore mobile users, and if you do, you’ll quickly see it affecting sales, conversion rates and site traffic. See your site across hundreds of different mobile devices with CrossBrowserTesting.com. You can learn more about designing for cross-browser compatibility here.
Whether it’s self-promotional pop-ups or paid features, an abundance of advertising is going to cost more money than it makes you when you find that customers are quickly deserting your web pages. The only thing worse than too many ads is video advertisement that automatically begins blasting sound, which will have visitors exiting out of their browser window before they think to pause or mute. And speak of mobile-friendly web design, it’s crucial to make sure that the ads on your site don’t make it impossible to use on a smartphone, or users will have no choice but to leave.
Speed is a huge factor in today’s digital world that will either make or break your site’s performance stats. Today’s users don’t have the patience to wait around for your site to load. Instead, they’re more likely to go to a competitor when they experience lagging performance. In fact, 57 percent of people will abandon a page that takes more than 3 seconds to load and 51 percent of people say that it’s the number one reason they’d abandon a site. Don’t let speed take a back seat to design, and make sure that interested customers are afforded a quick and easy experience so that they can effortlessly accomplish all their goals without being tempted to leave your page.
Irrelevant Content and Inconsistent Information
Like we said, high traffic numbers won’t do you any good if you have a high bounce rate to match. This is important to keep in mind when marketing your organization. Instead of trying to draw everyone to your site with click-bait that implies content you don’t actually answer, refine your message to communicate purpose for a specific audience. By selecting a target market, optimizing SEO and focusing on your brand rather than trying to offer information that can apply to everyone, the people who visit your page are more likely to find the product or information they sought out and won’t feel the need to look elsewhere.