Why Are People Leaving your Website?
Putting time and effort into a project and not getting the results you hoped for is nothing short of frustrating. This is true of anything, especially a website. This is supposed to be your ticket to new clients, improved brand awareness, and increased profit. Not getting phone calls can feel like a personal blow to the gut. Fortunately, there are things you can do that can encourage visitors to stay on your website.
Rather than guess and check, use an analytics program, such as Google Analytics, to determine which pages are sending prospects packing. From there, you can make changes that will decrease bounce rate, and in turn increase conversions. Of course, these changes will vary, but here are some of the most common reasons people leave a website:
Nonresponsive Design
These days, most of the people who are visiting your website have grown up always having the internet at their fingertips. That means, merely having a website is not enough. You need a crisp, modern layout – one that has evolved alongside these twenty-something millennials who need your services. At LinkNow Media, we’ve pointed at the importance of having a mobile responsive website before, and we are going to stress the importance again today. Internet users have certain expectations when they go to a website, and mobile responsiveness is one of them. If your website isn’t optimized for smartphones, you are not providing visitors with the experience they’re looking for. Not to mention, it’s forcing people to form an unfavorable opinion about your business. For example, if you’re a sewer line inspection company with an unresponsive site, what is that saying about you? How can someone trust that you’re using the latest sewer inspection camera if your website is outdated?
Outdated Navigation
Another point to keep in mind when it comes to visitor expectations is ease of navigation. How many clicks does it take for someone to get from point A to point B? Clunky navigation is not delivering an optimal experience – it’s sending people to your competition. Organizing the navigational aspects of your website is key if you want people to stay. When we looked at the elements that make good landing page, we mentioned the importance of providing a visitor with a clear path to the CTA button. This principle can also be applied to your entire website. Whatever your goal may be, navigation should be well-organized and seamless. Know what your customers want and provide them with a quick and easy route to get there.
Lousy Content
Consider content the holy grail of your SEO strategy. It is critical to how Googlebot finds your website, and understands its purpose and intentions. Simply put, content is what gets you noticed – by search engines and internet users. Beyond recognition, it’s what gets you remembered. A lot of people tend to forget the latter half of this equation and place all the emphasis on being found. As a result, content is written with the goal of ranking well, rather than speaking to a specific audience. It needs to do both. Finding the balance between keyword rich content and a friendly, inviting tone can be tricky, but it’s something to strive for.
Closing
These are only three possible reasons why people are leaving your website. Website trends are always changing, so we are sure to revisit the topic of bounce rate in the future to look at other contributing factors. Don’t adapt well to change? Drop us a line. At LinkNow Media, we’re always available to help!
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