You’ve designed this awesome website and pretty much have some content on it. You’ve got your product or service images displayed. Everything seems fine to you. Visitors should be stopping by every now and then, right? Your website traffic should increase by the month, right?
But, that’s not the case. You aren’t getting the amount of traffic you want and people just seem to come and go without returning. What could be the problem? Why aren’t your visitors sticking around? Are you familiar with the saying, “if you build it, they’ll come?” When it comes to a website, you don’t just build it and expect that they’ll troop in. Certain factors come to play if you want to get that desired number of traffic.
Don’t think because it’s appealing to you, customers will feel that way too. Is your current website generating the right number of visitors and sales? A poorly designed and difficult-to-navigate website can cost your company thousands of cedis.
In this column, I’ll give you seven good reasons why people are leaving your website.
- Outdated website design
The first impression of your website must be good. 80percent of prospects visit a website before deciding to work for them. Like it or not, design matters. So, if you go about designing your website to have the look and feel of a 1998 or early 2000 design, visitors won’t stay that long. And I bet you, they won’t return either. Website design appearance plays a major role in keeping visitors engaged and making them return to your site.
Your website is your digital shop window, keep it fresh and exciting always. If the first impression they have about you is good, they’ll come back. But if it’s not, they might never consider doing business with you. Giving visitors that ‘wow’ factor nudges them to keep coming back and makes them buy from you.
- The website is not mobile-friendly
Always remember that people aren’t just visiting your website from their laptops or desktops. A majority of Ghanaians search for you on their smartphones.
- More than 20percent of Google searches are done on mobile devices
- 50percent of mobile searches lead to purchase
- 48percent of users say they feel frustrated when they get to a site that’s not mobile-friendly
- 40percent of people have turned to a competitor’s site after a bad mobile experience
If we spend more time online on our mobile phones, it’s only rational that you optimize your website for mobile responsiveness.
Source: Business Ghana
Ghanaians spend more time shopping online on their mobile devices. It’s only natural to design your website with them in mind. When your website is mobile-friendly, users will be more at ease using it. This makes the user experience much more convenient. Thus, increasing the possibility of your visitors staying and browsing the content.
If your site isn’t responsive to mobile devices, you stand a greater chance of losing out in the organic search engine rankings. Also, 50percent of mobile shoppers leave a transaction if it’s not optimized for mobile.
- Poor content
Here’s the truth: people rarely read online. They skim or scan. You might write a blog post of over 2,000 words. But, if it’s not of value or importance to your readers, they’ll skim through or not even read at all. Let’s face it, human beings are mostly distracted. And with social media notifications and emails popping up every now and then, it makes it hard to concentrate on one thing for long. If your content can’t grab their attention and engage them, people will keep coming but they’ll never stay or return.
To make your content readable:
- Use clear images
- Include headings and subheadings
- Use bullet points
People are easily distracted online. If your content can’t grab and sustain their attention, then your site will see a high bounce rate whether you like it or not.
- Too many ads
People don’t like it when you crowd your website with too many ads. One, two or three is cool but having like five or six popping up, it becomes annoying. I get it, you’re looking for new signups and subscribers. You want people buying your product/service. But having too many ads isn’t going to help. Rather, it’ll disrupt user experience and irritate users.
- Poor Navigation
Having lots of information on the homepage can confuse visitors, making them unable to know the next step to take. An overcrowded homepage will turn your visitors off. Don’t you hate it when you struggle looking for information on a website? There are too many drop-down and menu bar that you get lost searching for information. Visitors like to browse and get information with ease. A good navigation menu should guide users. It shouldn’t be cluttered with too many images or links.
How easy is it for visitors to navigate your website? Are there clear directions on where they should go for more information? Can a visitor find what they’re looking for without having to dig their way through it? If the visitor can’t move from ‘who we are’ to ‘contact us’ with less hassle, they’ll become frustrated and look elsewhere.
Your homepage should be simple and clearly link to the main sections of your website. The navigation bar should be visible and links appropriately placed on the homepage content.
Which of these homepages do you find attractive and user-friendly?
Does the first or second promise a good user experience? It’s definitely the second one!
- Slow load time
What’s the longest you’ve had to wait for a page to load? Online visitors don’t have the luxury of time to sit and wait for your site to load. If it’s taking too long, visitors will leave and move on to another site. 40percent of visitors abandon a website if it takes more than 3 seconds to load.
Let’s look at this example:
If you went to a restaurant and the waiter took long in delivering your order, how would you feel? Let’s say it’s your first time and instead of being treated nicely, your food takes minutes to arrive. Will you feel unwelcome, unwanted and angry? You’ll think that’s the way they treat all visitors/customers. And if you had plans of bringing a friend the following day, you’ll change your mind. That’s almost the same experience visitors have when they encounter a slow website. Time is of the essence to customers and if they feel you’re wasting their time, they’ll hop on the next fast website.
As I mentioned earlier, online visitors don’t have time. So, instead of waiting for your site to load, they’ll move on to another site that loads faster. Every second count with your site’s loading speed. The longer it takes for it to load fully, the more visitors you’ll lose, even before they see your content.
The longer your site loads, the more visitors you’ll lose.
Tips to improve your site’s loading speed:
- Upgrade your hosting plan: Upgrading your hosting plan can have a considerably positive impact on your website’s page load speed. For a start, try increasing the bandwidth and storage space.
- Reduce image size: Like it or not, images have a tremendous effect on your website speed. Large image size will make your site slow. Try to reduce the size of the images on your website so your page can load fast.
- No Call-to-action
You can’t blame visitors for leaving when you don’t tell them what to do. You might have a well-designed website but if you have no call-to-actions (CTAs), visitors will leave your site without taking the action you wanted. A call-to-action (CTA) is a piece of content that gets the viewer to take action.
If your site impresses visitors, they’ll want to stick around and know more about what you’re offering. They might even decide to get in touch with you. But, if there are no CTAs to lead them on or show them the next step, they’ll leave disappointed.
In conclusion, your website is the gateway to your business. Creating and leaving a lasting impression gives visitors a reason to return/come back. What’s the current state of your website? If you feel visitors come and go without returning or converting, this might be a good time to consider redesigning your website. By addressing these issues on your website, you should see major changes in your website’s performance.
Mind you, these aren’t the only reasons visitors leave your site. If you have another tip or suggestion, kindly drop your comment below. We would love to hear from you. Are you having challenges building a well-designed and optimized website? We can help you build a website that not only attracts but converts too.