Attracting visitors to your website is one part of the equation. The second component is to ensure they stick around… the longer, the better. Keeping visitors on a website, inspiring them to read your blog posts, awakening the interest in them to hover over to your About page, sign up for your newsletter, or better yet, buy something from you, is an art rather than a science.
How can you prevent users from leaving your website prematurely? And more importantly, why is it important to do everything that stands in your power to keep people from leaving your site?
The main goal of inbound marketing is to attract as many qualified website visitors as possible and convert them into high-quality leads. If you excel at getting quality traffic but your website conversion is terrible, you have only fulfilled part of your goal.
What Makes Someone Leave Your Website
The team at KISSmetrics has created an infographic that highlights eight separate factors that encourage people to leave a website.
1. Bad Navigation
How often have you visited websites with two or three navigation bars? Isn’t that confusing?
Avoid this trap from the beginning. You certainly don’t want your visitors to leave right away just because you have a website that is hard to navigate. Your website navigation should be easy to understand, logical and intuitive.
2. Too Many Ads
Ads are a perfectly legitimate way to monetize your website. They should be displayed with discretion and taste. Suffocating your visitors with ads will cause people to leave and never come back.
3. Bad Content Structure
The infographic states the following:
50% of sales are lost because potential customers can’t find the content that they are looking for!
Include introductory content on your homepage. Highlight certain keywords that website visitors may be searching for. Group similar content in a clear, concise manner. Include a separate Contact page.
4. Obtrusive Use of Video or Audio
Do you like websites where videos stream automatically, or do you prefer to choose how you’re going to consume content?
Video and audio that loads automatically can drive website visitors away. Let your users choose the content that they want to consume. Don’t force them.
5. Registration Requirement
Requiring immediate registration isn’t exactly the proper thing to do, although there are several successful membership-based businesses that force you to register prior to consuming any content.
6. Boring Content, Boring Design
Dull websites and boring design will drive visitors away.
According to KISSmetrics, 40% of visitors don’t return to a website after having a negative experience.
Consider ways to enhance interactivity with your audience. Blogs, forums and special features that are updated on a regular basis are great ways to increase engagement.
7. Poor Legibility
A friend of mine suggested a couple of weeks ago I checkout an awesome new product. I headed over to the site and started reading the first couple of sentences before I bounced. The fonts were soooo small…. and that comes from somebody who has a pretty good sight.
Small fonts, abrasive colors and excessive typos all contribute to poor legibility – and ultimately a poor user experience.
8. Lack of Frequency
If you have a website but you never add fresh content to it, you might as well take it down.
Refreshing and updating your content frequently, will not only boost the interest level in your site, it will also contribute to higher rankings on search engines.
It’s time to share this awesome infographic with you. Check out the tips that are listed on the right hand side.
What about your website?
What have you done to improve your website and increase conversions?
What other barriers (than the 8 listed above) will make people leave a website prematurely? Share your thoughts in the comments below.