Low Conversion and High Bounce Rates? You Better Take A Hard Look At Your Website.
You did it. You got your marketing ducks in a row, color-coded and dazzled to draw the crowds, and you’re website is now getting visitors!
But you start to notice a problem: while the number of website visitors is high, the bounce rate is high too. And no one is converting – meaning, you’re not getting any sales. The phones aren’t ringing, and there’s no email notices about new orders or requests. Nothing’s changed.
If you’ve got a stellar product or services, then there’s a good chance your website’s to blame. Whether it’s because your visitors are getting confused, overwhelmed, lost, bored, or maybe all of the above, your website, your business’ online communicator, isn’t, well, communicating.
There can be numerous issues that can cause your visitors to leave. Lets take a quick look at the top five categories:
- Annoying Stuff. Auto-playing music or videos rank high. Many people will simply leave without further investigating. Pop-ups fall into this category, although RevBuilders Marketing cautions against the idea of never using pop-ups. Pop-ups, when they are delayed, easy to dismiss, and offer a great incentive can actually create high conversion rates.
- Poor Design. In this category includes difficult-to-read fonts, low-contrast (where the font color and the background color are really close in color), text that is too small or too big, and overcrowded text. Poor design can also make your website look old, which makes visitors wonder if there’s still a business behind the website.
- No Clarity. There was so much to explain for this group that we needed a bullet point list
- No easy-to-see navigation. Don’t bury your navigation at the bottom of your website, or worse, make it into a game. (Yes, we’ve seen websites like this.) Your visitors shouldn’t have to hunt to navigate your website. And don’t split your navigation by having a few links in one place, others in the content, and the remaining links at the bottom.
- Non-explanatory photos. If you’re a dentist office, and you have a beautiful landscape picture at the top with no people showing, this creates confusion for your visitors about what they just found. It doesn’t matter how pretty the photo is – it doesn’t explain anything about your site. On the other hand, if you’re a dentist office, and you have an x-ray picture of someone’s mandible that no one but another dentist will be able to look at and easily understand, that’s also bad. Don’t make your visitors wonder what the purpose of the picture is.
- No flow of content. It isn’t clear what you want your visitors to do. The content doesn’t say where to go next, there’s no obvious “Buy Here!” button or a clear form to fill out for more information, and no specific action requested of the visitor. While you can’t bombard a visitor right away with a “Buy our product!” you certainly don’t want to hide it from them either.
- Ads. If at all possible, avoid third party ads. No one likes them. If you can’t avoid them, try to work it out so that the ads aren’t in the way of your website, and it’s clear what your website is about. Keep the ads to one side, don’t let them auto-play (see #1), don’t let them pop-up (also see #1), and don’t let them interrupt the flow of your website.
- Load Speeds. People’s attention spans are short, so if your page loads too slowly, you’re in danger of losing your visitors quickly. Improperly sized photos, too many graphics, too long of a page, and too many ads can all contribute to this.
Don’t lose your hard-earned customers with a poorly designed website!
What do you think your website’s top problem is right now?