You might think your website is the best – in terms of design or product which you are selling. You have the best product in the whole world, and yet, your conversion rates are low. Your bounce rates are high. Your SEO ranking is nowhere fair to your awesome product. And you just can't understand why people leave your website?
Let me tell you a secret – No matter how much our homo sapiens has advanced, (in terms of technology or open-mindedness), our human minds still like pretty things rather than ugly things at first sight.
According to Neilsen Norman Group’s historical research about page speed and bounce rates,
Summary: Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people's attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.
That’s pretty self-explanatory, isn’t it?
It all boils down to this—it doesn’t matter if you have the best product in the world. You need an equally great presentation to win.
1. Bad Page Speed
Don’t even go ahead with the rest of the list without first clearing this off.
Why? Because if your site does not load in less than 3 seconds, 47% of your consumers feel frustrated. And if it takes more than 3 seconds to load 40% of your potential customers give up and probably are never gonna visit your site ever again. Bad impressions.
2. Outdated technology and outdated content
Is your content deadbeat outdated? By outdated I mean you haven’t updated significant chunks of consumable content for months, and sometimes even years. This is especially crucial if you are in an industry which keeps on evolving and developing at a rapid pace.
The same thing happens here. If you want good conversion rates, you need to have a good level of user engagement first. To improve user engagement, you need to create content which is relevant, credible and updated.
3. Images load slowly
Please tell me you have visual content on your website.
The evergreen research published by the Aberdeen Group back in April 2016 shows that 65% of the people around the world are visual learners meaning literally a picture speaks a thousand words. I am pretty sure you have heard this line, like, a million times.
Well let me tell you something you haven’t heard a single time yet: If you invest in visual content, your business could have an increase in revenue to up to 83%
I am not kidding! Just check this out!
4. Unattractive website
38% of your potential customers get turned off if your website is unattractive. You know, no colors, no shapes, pictures or just large chunks of text going on and on? Yeah, you would get bored.
There is a whole website layout designing which goes behind to make a beautiful attractive website. There are heatmaps which can follow the eye-balls of the readers and understand what parts of text or website catch the eye of the reader.
The two most prominent types of layout found in websites are as follows:
- F layout: This is prevalent in text-heavy content. The text is left aligned and is not put in center align or right align because the readers expect the content to be in left align.
- Next, you need to make sure the text is formatted to look pretty. People love texts which guide their eyes and tells them only the most important points in a flow.
- It is known as F layout because people just read the subheadings and the first couple of lines of each paragraph, giving a roughly f shaped heatmap.
- Z layout:
Next is the Z layout which is prevalent in rectangular layouts which have just the header and content as a picture and a little bit of text.
- The text must be compact and a bomb something which gives an impact to your readers which makes the reader want to act o the call to action button. It is known as Z layout because people see the header in the left to right eye movement and then diagonally across the first fold.
- They then proceed to skim the last line of the first fold in the similar left to right eyeball sweeping movement. Finally, they proceed to read the little text in heading bold letters in left to right movement.
5. Bad readability
This is inter-related to the website layouts. Your readability should be a good green light in the Yoast SEO plugin.
Yoast is a great plugin which doesn’t only make adding keywords and meta-descriptions easier but you can also find out if your readability is good enough and easy to read. They literally have the flesh readability scores where you can find out if there are too many sentences having more than 20 words or if the use of passive voice is above the recommended limit
They point out sentences having such issues so that you can easily substitute it with a shorter or active voice alternative. If you don’t have the Yoast SEO plugin, you are seriously missing out on the creamy stuff.
For example, look at this blog post. Does it have sub-headings? Are the chunks of text separated into little bits of paragraphs or stanzas so that you feel you can easily read it? Does it have some bold or italic words in specific colors so that interconnected topics are grasped easily by your visual reader learners? This is known as good readability.
6. Your website is tough to navigate
By this, I mean that your website has just too much information screaming out to your user that he or she becomes perplexed as to what to click. I also mean that your call to actions may have been placed without a thought and it competes with the rest of the call to actions.
Sometimes, giving limited options is a wise thing, as demonstrated by this case study by Marketing Sherpa. Back in 2013, Whirlpool launched an email marketing campaign for new models of refrigerators and thought more CTAs equals more CTRs.
But that didn’t happen.
So they experimented and created a marketing strategy to keep only one CTA and see what happens.
This happened: their CTRs dramatically increased by 42%. It’s the quality of clicks that matter, not quantity.
Always keep on experimenting what works out.
7. No contact info
Let’s suppose your page loading speed is great. Your website is beautiful. It’s readable.
But there is no way your potential customer could contact you. No phone number or email address.
Imagine how many such leads are leaving your site out of frustration. They like your site and everything and are also ready to buy, but don’t have any knowledge of how to initiate conversation.
8. Not mobile responsive
51% of browsers surf the internet through their mobile devices. Times are changing and if you want to still stay relevant, you need to change according to the tide too. This is inter-connected to being up to date with content or technology.
When it comes to making your website mobile responsive, your developer must consider what things to be condensed. How should the main navigation menu look like and the simplicity of usability?
9. Too many instant pop-ups
When too many instant pop-ups are blasted from any website, you feel flooded with promotional stuff which you don’t really want to know. Your viewers are not necessarily visiting your site to buy something from you. Maybe they like your blog. Maybe somebody told him that your site is just plain beautiful and that he really needs to check out on it. He doesn’t have to be a customer. But that doesn’t mean you could afford to lose a steady source of traffic from him.
Pop-ups are actually very profitable if used artistically.
How do you find out if your pop-ups are irritating your users' sanity or not? Well, you need to go through this old (but gold) report published by Neilsen Norman Group about the most hated types of advertisements.
Now, this is an extensive and pretty confusing report to decipher. But before you conclude that pop-ups are always irritating to viewers at first glance, calmly go through the whole report.
You will realize that viewers hate pop-ups which interrupt their experience as soon as they enter your website with an advertisement.
On the contrary, if your users have clearly shown an interest in your product or service, and an overlay appears where your pop-up offers a discount coupon or free educational material, I don't think your viewers will find it irritating anymore. In fact, it pleases your user because it elevates his experience.
Users also hate it if the pop-up covers the content and what's worse, overs no option for him to close it.
On the contrary, if you place your pop-ups in the sidebar which does not cover the content and offers the option to close it, you will find more quality leads who are actually interested to buy your services.
If you want more examples of aesthetic pop-ups and how to place them, read how this marketing expert James Scherer fluidly explains the Nielsen report.
10. No trust and consistency in your website
Sometimes, your pages and consequent landing pages do not have the same consistency in tone, personality or theme colors. This may be because you don't have a clear idea of your brand personality yet. It could also be because your web designer is not aware of such things.
Consistency can be built by using the same branding elements in all of your content and same design elements. Consistency can also be brought by sending the same message on all social media handles.
Notice that I didn't say "same audience". Your audience demographics and psychographics can be different on different social media. Have the same content, just present them in a different way. Here's how you can understand your audience psychographics!
If there is consistency, then one element of trust is built already.
Another way to build trust is through trust seals - like "Secure" locks and all. But not everyone recognizes every single one of them (2013 research says so).
Buffer chose a very open way of creating transparency and trust among their customers. They openly revealed how much were their revenue and salaries.
Now that you know 10 major reasons why people leave your website (with comprehensive research proofs), what are you going to do about it?
Another common reason why people rush for the exit button may be that you don't have a call-to-action AT ALL! No CTA = User has no idea what the f**k to do next - call you? Or just stare blankly?!
It's okay. You aren't the only one. If you want to know EVERYTHING about call-to-actions (and how to crush it!), consider reading this detailed post which says everything you ever wanted to know about CTAs (with examples and tips).
If someone you care about is struggling with high bounce rates and low conversions, please show some love and share this post with them.