If you are struggling to turn site visitors into loyal customers, and your analytics show dismal bounce rates and a short length of stay, then you might be right to ask what you can change about your website. Here are ten of the most common reasons why visitors leave a website quickly (and don’t return).
1) You aren’t wowing them with your brand
Every website needs a strong brand that accurately reflects you and your business. Have a look at your homepage and write down the first 5-10 descriptive words you associate with it. Now look at those words. Do they really reflect your brand?
2) It isn’t obvious what you do (or sell)
One of the most common errors on website homepages is that they pick style over substance. You need to make it clear to visitors – within seconds of landing on your website – exactly what your business is about.
3) You look like every other website in your industry
Is your website boring?
Does it lack personality?
Ask yourself honestly if you’ve created a website because you’ve seen competitor sites in a similar style. You need to stand out, so inject some individuality into your design.
4) You aren’t communicating your message to your customers
If a friend were to ask you about your business and why it’s great, what would you say? Can you say it in a single sentence? That is the message you want to display on your homepage. This is more than telling people what you do; it’s about telling people why you do it.
5) You don’t have an opt-in
You need to give visitors the opportunity to sign up to your newsletter, otherwise they will probably not return (even if they like your business). Add a sign up form to a prominent area near the top of your website, and use a freebie or offer to entice visitors into giving you their email address.
6) You have too much information on your homepage
Less is more when it comes to homepages. So if your website looks cluttered, strip it back to the bare minimum. Do you really need to list dozens of product categories on your homepage? Do you really need all that corporate information? If it’s not a must-have, then remove it.
7) You don’t offer visitors something exciting
When a visitor discovers a new website, their first thought is:
What’s in it for me?
Give your visitors something to entice them. This could be a discount on their first order, a freebie, or something else of value. The more tempting your offer is, the more your visitors are going to respond positively to it.
8) You are trying to appeal to too many different customers
Visitors want to know that a website is suited to them. Don’t try to appeal to everyone. If you are selling maternity wear, make it clear on your homepage that you offer stylish clothes for moms-to-be. Whilst it may seem obvious, spelling it out goes a long way to connecting with a new visitor.
9) Your website is slow
If your website isn’t built to an optimal standard and runs slowly, visitors will leave. So if you suspect you have a speed issue, get some technical help. The majority of problems are easily resolved.
10) Your website doesn’t work on mobile devices
Have you tested your website on tablets and smartphones?
Many people use these devices to browse the web, and the numbers are growing every day. If your website doesn’t cater for these visitors, you are missing out on potential sales.
So if you are struggling with poor website statistics, start with these 10 points and ask yourself honestly if your website is really up to scratch. These changes don’t cost a lot to fix, but they can make a huge difference to your bottom line.
About the Writer:
Lauren Lambieis founder of www.fromcorporatetocareerfreedom.com supporting other aspiring entrepreneurs on their journey to start their own businesses.