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4 Reasons Your Website is Driving Customers Away
Wednesday, June, 14th, 2017 at 5:00 am by Kendra Whitfield
Have you experienced a disappointing conversion rate from your website? Do you wonder why you’re not getting more phone calls from potential online customers? Maybe you’re on the first page of a Google search and you’re wondering how to further improve your website.
Search Engine Optimization is a great way to get more customers to your website, but search rankings are only partially aiding your marketing goals. Sure, people can find your website, but are they actually satisfied with what they find when they visit? If we think of a website in terms of real estate, or a house, the message is a lot more clear. Search engines may drive people to your “house”, but if nobody wants to stay they’ll end up knocking on your competitor’s door.
So what can we do to prevent this from happening? Here are four reasons why customers typically leave a website in favor of a competitor:
1. They can’t find what they’re looking for
We’ve all been there. You’re interested in a service and visit one of the first few google listings you stumble upon. But once you’re inside, you can’t seem to find the information you’re after. There’s either too much text to read, or not nearly enough. This is a frustrating situation for any visitor because they have to work harder just to get a phone number or view a company’s services.
Problem: Your user feels like they have to do more homework on you to get the answers they’re after.
Solution: Make things easy by utilizing visual hierarchy. Show the most important information a visitor would need to know first and foremost.
2. Your site won’t stop bugging them
I recently visited a clothing store simply to look around at their merchandise. The saleswoman at the store would constantly ask me if I needed her help, or attempt to sell me a new product. I had no freedom to shop, and became quite annoyed with her endless attempts at getting me to buy a product. Eventually I left empty-handed simply because I had become so annoyed with the service. The same concept applies to your website.
Problem: More websites are starting to utilize pop-ups and callouts that distract the user from the content on the page. If your site is doing this too often, your user might get frustrated and leave.
Solution: Minimize distractions and refrain from utilizing pop-up screens for your “sign up now” mailing lists unless prompted by the user. Each time you prevent the user from accomplishing their task, you risk resembling an annoying salesman that won’t get off their back.
3. Your site is loading too slowly
You’ve got a really snazzy, graphically intensive website that you love, but the website takes awhile to load. You want to keep as many animated elements and high-quality graphics as possible because it seems more impressive. Because of this, you sacrifice load time for “wow” factor. Unfortunately, this is actually causing a problem for your conversion rates.
Problem:“40% of web users will abandon a website if it takes longer than 3 seconds to load.” (hostingfacts.com)
Solution: Increase your site speed by reducing file sizes, scripts, and other strenuous behaviors that may bog down your website. Your optimum site speed goal should be around 2 seconds or less. We like to use GT Metrix to figure out how fast our websites are loading.
4. Your site isn’t mobile friendly.
“Across the globe mobile devices dominate total minutes spent online with 71% of mobile online minutes spent in the USA” (smartinsights.com). With that statistic in mind, think about your website. Is it easy to use on mobile devices? If your site isn’t mobile-friendly, it is quite common for mobile users to abandon your site for a competitor’s site that is easier to use.
Problem: Mobile users have a difficult time reading your content and navigating your site. Instead making the effort to “zoom” on your page, they would rather find a more user-friendly site.
Solution: Make your website “screen-size responsive” in order to future-proof your website for all devices. This allows for extremely usable interfaces on mobile, tablet, and desktop.