8 Reasons Customers are Abandoning Your Website
You spent a long time on your website, you've chosen the colour scheme, the images and the wording carefully, SO WHY is your traffic so low and why is no-one buying?
Now, I can't see your website so I don't know exactly what the reason is but there are a few key rules that all website designs should stick too. With these changes you most likely will see a decrease in bounce rates.
These aren't rocket science and if you really thought about it, chances are you've already thought about making some of these changes.
If you haven't already done so and are ready to get those customers sticking around and singing your websites praises, have a read of my top reasons why people could be abandoning your website and start making the positive changes.
1:your Website is not mobile responsive:
With over half of all internet traffic now being consumed over mobile, its not surprising that users will gravitate more towards sites that are mobile responsive. No one wants to pinch in and out to get the information they want.
Quite a few years ago there was an unbelievable hype about getting your website mobile friendly. That time has come and gone. The latest websites are moving onto augmented reality and rich immersive content, so if your website isn't mobile friendly, keeping up with your customers expectations is going to be even harder.
Thankfully, with platforms like Squarespace, who are mobile ready from day one, it isn't to costly for smaller businesses to update or redesign to a mobile responsive website.
If there is only one point you take and respond to on this list, let it be getting your site mobile responsive.
2:Navigation is unclear
Unless you have a very abstract business that deserves a very abstract website, keep navigation easy to use. This doesn't mean it has to be boring, your main navigation buttons (home, contact, shop etc) don't have to be at the top of the page or even visible but they do have to be easy and clear to use.
One recent trend is using a hamburger menu instead of a standard text bar along the top of the page. If you think about it the fact you view websites on your mobile means your used to using a drop-down menu on your phone it no longer seems foreign on a desktop website.
So, have a look at your current web design, do you have to many buttons, not enough? Is the naming convention clear? Simple terms like About, Home work the best.
Then take a look at the rest of the site. Are all over navigation points clear, are all even necessary?
3:The site is cluttered
Do you have to much information on each of your pages? With users typically taking seconds (as little as 5 in some studies) to decide whether they will spend time on your site or not, having to much information or a bad layout can be really confusing and unappealing, driving the consumer away.
Information comes in many forms, buttons, text, pictures, offers etc etc etc. Users have to many decisions to make on a daily basis. Making sure your site is laid out in a clean, clear format not only makes the site look fresh and up-to date but also allows your most important information to stand out more. This will allow your customer to make quicker choices on your site, helping with that short attention span.
Final point, make sure the information that remains is goal orientated, e.g. if your selling a product, the remaining information needs to high-light it in the best light.
4:Language does't resonate
Lets take buying a mobile phone as an example. Which product description resonates more?
1: 16gb Memory with 8 megapixels camera
2: Stores 1000 songs, 1000 photos with 14 hours talk time
While 1 has its uses, its 2 that calls out more to me. How about you? I can actually imagine having 1000 songs on my phone and taking those 1000 pics in 1 day on holiday (yes im that person!).
The language you use on your website needs to resonate with the consumers. Try not to over complicate things with using to much technical gargon. Think about what information regarding your service or product your ideal customer would find useful. The more they can envisage what you tell them the more they will think about buying.
5:The design is outdated
Design is very subjected. A website design you love could make others run a mile and vice versa. So how do you make sure your website will be loved by all customers? The answer is you can't! As much as you try to please everyone you won't be able to. That doesn't mean you don't try though.
My advice is to take a look at what the big brands are doing. These are trend setters and the designs they use will become the norm. The designs they use will become what your customers will get used to using. Take a look at these guys, but don't feel the need to copy like for like. For one they spend thousands (or millions in some cases) on their sites and as a business you need to watch all outgoing pennies. Take aspects you like e.g. images styles, navigation, layout and redesign your website layout to take on board these enhancements.
If your stuck on what colour to use check out the guide below from Design Modo. Colours can have a physiological effect on us and can even influence whether we buy something or not.
6:To many Ads
How many times have you gone to a site and been bombarded with adverts?!
Pop ups, slide in, ads about losing weight, ads about holidays you can't afford, ads about products you've already bought. No lie, my husband was looking for a birthday present for me and the surprise was totally ruined because I got re-targeted ads of what he was buying me!
Don't get me wrong, ads definitely have A place, but not EVERY place!
If you're unsure if you have to many ads on your site, get some friends to check it out, there's nothing more honest than a best friend !
7:your site it Slow to load
Buffer face anyone? :O.... NOT COOL!
Going back to my point earlier, with some stats suggesting users will make up their mind whether to remain on a site or not within 7 seconds, don't waste any of that on a slow load speeds.
A couple of ways to check your site is optimised for faster load speeds is to make sure your images aren't to big and that only the plugins you absolutely need are running.
If you want more information on the speed load of your site have a look on Google's Page Speed Tool. Bare in mind you may not be able to change everything on there but it gives you a starting point.
8:Your're not telling them what to do next
This is a pretty important one. You've got the customer to your site, they're reading your content and then what?
Make sure you have clear Call to Actions. Tell the user what to do next, if you want them to download something, have a clear button telling them to download the product. If you want them to view another page on the site, tell them to do so, by linking to that page.
Unclear call to actions are a big killer for your website. If you leave your customer confused they will go to a site that is clear and easy to use and we really don't want that. To read more on call to actions check out the post I wrote about how to Gain More Customers using CTA's.
So those are my top tips on why customers are abandoning your website.
Did you find it useful? Have I missed anything, I'd love to hear your thoughts on it.
p.s, if your site isn't currently mobile optimised and you'd like to get cracking to change that, get in touch and I will be happy to help.