It’s not uncommon for a potential client to reach out to us because they’ve checked their monthly website analytics with the hope of seeing encouraging numbers, only to find a baffling set of statistics. More often than not, people come to us because their site visits are high, yet their conversions are low or nonexistent. These numbers tell us that they’ve done a good job getting people to their website, but once there, users promptly leave. It’s a hard conversation for us to have, but the truth is: they are leaving the website for a reason.
As a full-service, boutique, digital agency, we collaborate with our clients so that they can find a solution to these and many other issues. In an effort to give you a start, we want to share with you with the top 6 things we see on an everyday basis that are causing users to leave your websites.
1. Outdated Website Design
The problem: At one point, you spent money on a website design, but times have changed and so have the behaviors of your users. Old methods work no longer because as other brands are developing unique new websites, your users are learning different habits. If your site doesn’t fit into contemporary browsing behaviors, they will navigate somewhere that does.
The solution: Our approach to modern design is multifaceted, but we suggest primarily three different strategies:
- Make sure your site is responsive. The majority of users are now finding your site via their mobile device, so it is crucial that it responds well to smaller screens. If the user has to pinch and zoom, they will likely hit the “back” button for more search results.
- Make sure your site is made for the user and not for you. Your homepage, in particular, should have thoughtfully placed content, color choices, and striking multimedia elements all put in place to attract and retain your user. If you design for yourself, you will miss one or more of the crucial steps in the buyer’s journey and lose your user before they even begin.
- We think Progressive Web Apps are the future. Sometimes your vision and your needs don’t fit into a traditional design. So, just as you wouldn’t force a square peg in a round hole, you shouldn’t force your concept into a traditional design frame. When necessary, think outside the box.
2. Your Content is Too Hard to Read
The Problem: Website content is not considered its own genre. It is often written to mimic other styles of writing such as novels, short stories, blogs, and even magazines. However, due to the unique nature of and purpose of the Internet, website content demands its own genre with its unique, intrinsic rules.
The Solution: Hiring a Content Marketing professional will be your first step in the right direction. In the meantime, though, you can do these things on your own:
- Choose a font that is easy on the eyes. Skip any font that reads a specific emotion such as Comic Sans, or Impact. These don’t have longevity for users who you want to read everything you’ve written and to take you seriously.
- In addition, size 14 is the new 12. Because users scroll before they read everything, you want your font to be easy to read even when the user is glancing at the page. And if you’re writing is compelling enough, these glimpses may cause them to pause and read on more carefully.
- Finally, making your website ADA compliant is one of the best things you can do for your business. Besides the fact that you are following the law and making your website accessible for those with disabilities, the ADA guidelines make a lot of sense when it comes to good rules for website content.
3. Your Navigation Structure is Confusing
The Problem: It is typical to arrange your navigation structure based on the information you have, or the way your company as a whole is structured. It’s like second nature to you because you are used to speaking this language from the inside walls of your business. However, this is not the same language that your user is speaking.
The Solution: Your navigation structure should be arranged in accordance with the information that your user needs. Ask yourself: “If a user comes to the site and knows nothing about our brand, what do they need to answer their questions?” Neither are navigation structures the place for creativity and wit; this will only confuse users in their desire to figure out who you are and what you sell.
4. Gating Everything
The Problem: It is correct to assume that providing premium content, gated or protected in exchange for a user’s email is a good strategy to grow your email lists. However, gating every piece of content, infographic, or a free estimate, gives the user nothing for free. Not only does this come across as close-fisted, but it never provides your user with something to chew on while they decide if they want to sign up for your email list.
The Solution: We suggest that you give your best content for free, in whatever medium you like (blog post, free download, social media, etc.). Then put your most unique content up as an exchange for an email capture. Why? When users read your best content, they will already be “bought in” and will keep returning. Then, when they see your most unique content, that which sets you apart from the crowd, they won’t even question if the email exchange is worth it. They already know it is.
5. You are Missing a Call to Action
The Problem: Sometimes, you have everything in place, yet still no one is converting. As simple as it may sound, it’s because you haven’t asked them to. You haven’t asked them to sign up, to buy, to download, or to join. You’ve given them a path that leads to nowhere and they are left with no way to hop on the bandwagon.
The Solution: Call to Actions (CTA’s) are strategically placed buttons or forms based on the action you want the user to make. CTA’s should:
- Pertain to the content on the each page
- Be clear, concise, and inviting
- Designed with boldness and color so that they stick out
- Placed above the fold on the page so it’s one of the first things that a user sees. Afterall, 90% of users who read your headlines will also read your CTA’s.
How does your webpage measure up? If your page visits and conversions aren’t lining up, use the six guides above as a checklist to determine if your site is missing any of these crucial elements. Our goal at Taylor Digital is to help our clients succeed online, and we specialize in scouring your site and working with you to get some of these roadblocks out of your way so you can thrive in the digital space! Give us a call today so we can help you convert your website visitors into customers!