You have created what you consider a great website with all the best details in mind: a captivating copy, perfected product images, and overall a professional web design. And thanks to your marketing strategies, you’re getting traffic to your site. So, why is it that a large number of your visitors are not converting into leads and customers? Why are they leaving your site? Consider if you are making any of the following mistakes to cause visitors not to stick around:
1. Your navigation structure is unclearComplex, inconsistent navigation can be very frustrating for a website visitor, especially if he gets caught in a never-ending maze of poor navigation options. Your website navigation should be intuitive, logical, and easy to understand. Don't provide visual elements that aren't clear in defining where the user is and what they're supposed to do next. For extensive websites try adding a sitemap, this way you are taking your user's needs into account and you will stop losing potential customers due to lousy content organization.
2. Bad content structureWhen you organize your content try to look at it from your user's perspective rather than from your own, while you may understand it, your visitors may struggle to find specific information. Your site's information should be easy to find, and your users should be able to understand it correctly. Don't distribute your content across multiple pages; instead, it's a good idea to group content such as similar topics and essential information. Also, use bold headings and highlight specific keywords you believe your visitors would be searching for.
3. Poor content legibilityYour website's design is not only about images, colors, and graphics; it is also about the consistency of color and fonts, the type of fonts you use, as well as the colors of your text and background, keeping the correct spelling, and a quality layout. The lack of consistency in any of these factors will not only confuse your users as they navigate throughout your site's pages, but it will hinder your website's UX as well. It is advisable to stay with high contrast color combinations and clean, free serif fonts for best results. And for the font size, your best bet is to use larger fonts to give visitors a better experience so that they can read and digest the content of your website. Your content should be easy to understand, if it's not, it's just not going to convert very well.
4. Your registration requirements are obtrusiveWhen it comes to filling out registration forms, less is more. Ask yourself if every field you add is necessary. Remember, the more information you ask your users, the less likely they are going to complete the form and the possibilities of conversion decrease. Your landing page's goal must be to make it as easy as possible for visitors to convert.
5. Your site is slow to loadResearch from Kissmetrics shows that load times matter when it comes to website performance. Here are some key stat results from their analysis:
"47% of users expect a website to load in two seconds or less. 40% of visitors abandon a website that takes more than three seconds to load. Even a one-second to a three-second delay decreases customer satisfaction by about 16%."Optimizing your site’s load performance should be your number one priority.
6. Your site is not mobile friendlyThese days it’s critical that your users can navigate your website on mobile devices. Having a mobile-friendly site can double your conversions. Therefore, your webpage should be fast loading and easy to navigate, feel and look great on mobile devices.
7. Your product's benefits aren't clearIf you don't share your product's benefits with your customers clearly on your website and don't let them know what exactly your product or service is offering them, then you undoubtedly won't persuade them to convert.
8. You never give a call-to-actionEvery landing page, product page, blog post, sales page, and so on should end with a convincing and relevant call-to-action that will motivate users to take the initiative. Your customers won't take action if you don't encourage them to do so.
In conclusion, what's even more crucial when it comes to converting more visitors into leads and customers, is making sure that you create a lasting impression for these users to guarantee they’ll be coming back again.