Reasons Why People Leave Your Website
When people visit your website and do not navigate to any other page outside the landing page, it is not a good sign and indicates poor website quality, that they likely did not find the answers they sought, your website provides little information or some other factors like poor design discourages them. This article takes a detailed look at and attempts to solve the problem of why people will click the back button after visiting your website.
1) Unattractive or outdated design
Good design instills confidence. It’s an unfortunate truth, but ust like we all judge books by their covers so people udge our website by its look. On his blog "Social Triggers," Derek Halpern shared a fascinating study that backs up the impact a site’s design can have on its perceived trustworthiness.
In the study, psychologist and researcher Dr. Elizabeth Sillence asked participants to review websites on the subject of hypertension and then rate whether they trusted or distrusted the website. In a surprising turn of events, the study found that 94% of wary respondents attributed their uneasiness to the website’s design.
Design matters. So if your site still looks like something out of 1996 Geocities, it’s time for a professional facelift.
2) Your content is difficult to read.
This is related to the site design issue noted above. Having a rewarding design isn’t just about colors, images and graphics. The fonts you use, as well as the colors of your text and background, can determine how easily people can read and digest the content on your website. If it can’t be easily read, it’s simply not going to convert very well.
There are no hard-and-fast rules about which fonts to use and which to avoid. But it is a good practice not to ever use Comic Sans. Instead, stick to high-contrast color combinations and clean, ornamentation-free serif or sans serif fonts for best results. Here are a few tips and ideas on choosing the right fonts for your marketing.
As for font size, stick to larger fonts to give visitors a better experience whether they're on desktop or using a mobile device. For headlines, use a font size of 22 px or larger. For body copy, stick to 14 px or larger.
3) Your site relies on outdated plugins.
This hurts websites very strongly. It can distort the design and also make your website vulnerable to attackers. If you’ve got your site’s content buried in Flash files, you’re going to be left waiting a long time for users who have neither the time nor the inclination to install updated versions of this outdated plugin. Even YouTube has dropped the Flash object embeds in favor of the more modern HTML5 video player.
Instead, use HTML5 for all of your videos and animations. To give a better experience for users who can't or don't want to watch a video (and to help boost SEO), include a summary, notes, or a transcript of the video.
Remember, though, that plugins and add-ons are deprecated all the time so you must be mindful about using them.
4) Too Much Ads on Your Site
If your website is run on an ad-driven model, then u must remove them from your website entirely. This is not optional, it is something you must do to get results and more visitor retention. But just because you need to have ads doesn’t mean you need to have them everywhere.
Nielsen’s 2014 Trust in Advertising report revealed that survey participants trust nearly all forms of traditional advertising including newspaper ads, magazine ads, billboards, radio ads and infomercials more than they trust online banner ads.
Since trust is a key component to driving conversions, limit the number of ads you use and the locations where they’re displayed. Ads shouldn’t be the first thing visitors see, and they shouldn’t take up more space instead of site's actual content.
5) The videos on your site auto-play.
Autoplaying videos had been a strong dislike for many. A small survey conducted on clients of Ogoninews.com revealed that visitors see auto video playing as consuming much of their internet data distractive and annoying. This feature make visitors click the “Back” button fast. Today’s digital-savvy customers prefer to choose how and when they consume online content. Blasting at them without their consent is a quick way to drive potential customers from your website.
6) Your navigation structure is unclear.
When you arrive on a website looking for a specific piece of information, only to get caught in a seemingly endless maze of poorly laid-out navigation options you get frustrated and leave.
Not only is unclear navigation bad for your on-site user experience, it’s bad for your SEO as well.
In designing your website be guided by the rule for good navigation which is that you act like a customer. If you were totally new to your website, how would you expect to find the information organized? That should guide your navigational structure.
Rearrange your navigation to take your user’s needs into account and you'll stop losing visitors and posibly sales due to bad content organization.
7) Obstructive registration requirements
This wouldn't apply to every website but where registration is involved or required but where you do, protecting your website with restrictive registration requirements can hurt your conversion rate.
As you create registration opportunities, ask yourself if every field you add is necessary.
8) Your site lacks personality.
Brand personality matters on your website and in your marketing campaigns. One report by Millward Brown agency found that “there is a relationship between the way brands express themselves in different countries and the strength of the consumer relationships they generate.”
While the personality traits that are considered "ideal" vary from country to country, simply having an established personality is an essential part of a business’s success. If your website reads like anybody could have written it, you’re going to have a problem connecting with potential customers. Your sales will suffer without that connection.
9) Your site is slow to load.
This is very cruicial. And it affects not only your visitor traffic but also your website ranking. Research from KISSmetrics reports that load times matter when it comes to website performance. Here are some key stats from their analysis:
47% of consumers expect a web page to load in two seconds or less.
40% abandon a website that takes more than three seconds to load.
Even a one-second delay (or three seconds of waiting) decreases customer satisfaction by about 16%.
Optimizing your site’s load performance should be a key priority.
10) Your offers aren’t relevant or appealing.
Crafting a compelling offer is one thing, but is it relevant to your audience? If so, are you showing it off in a way that's appealing to visitors? If you see traffic patterns that indicate visitors are arriving on your landing pages and bouncing, there’s a good chance they aren’t connecting with the offer you’re pitching and you need to reconsider and make some adjustments.
11) Your product's benefits aren't clear.
If you aren't sharing your product's features with your customers clearly on your website, then you certainly won't compel them to move down the sales funnel.
12) You never give a call-to-action.
While this might seem like a no-brainer, research by Small Business Trends in 2013 suggests that 80% of small B2B business websites lacked a call-to-action. They weren’t losing out on sales because their calls-to-action were poorly written. They missed out because they simply failed to ask for the sale.
Your customers won’t take action if you don’t prompt them to, so end every sales page, blog post, product page, and so on with a compelling and relevant call-to-action that'll encourage visitors to take action. It can make a lot of difference.
13) Your content or products don’t live up to your landing page’s promises.
Cody Ray Miller in a post on Crazy Egg writes about his experience visiting with one website and says gives an illustration that when you think that a link would take you to the Nissan Motors website, but instead, it takes you to a computer parts website run by a family with the last name Nissan their is a disconnect.
That’s exactly what happens when you overpromise on your landing pages. Viewers get all hyped up, thinking they’ve found the perfect solution to their needs. When they arrive on your site and see find that the information there isn’t what they were expecting, their first click will probably be the “Back” button.
Don't over-promise and under-deliver or you'll see low conversion rates and get a reputation for baiting-and-switching your visitors.
14) Your site isn’t responsive.
Mobile visitors are on the increase everyday and Google is taking this very seriously. So if your site isn’t responsive to mobile devices, you'll likely lose out significantly in the organic search rankings.
15) You are not using exit intent technology.
You can win back the visitors who click the back button with the exit intent technology. These are tools that track visitor mouse movement. If it appears the visitor is about to bounce, that visitor will be presented with a message or offer in an effort to help them stay on the page.
In one instance, a company using this software to present a 10% off coupon to exiting visitors improved its overall conversion rate by 13%, resulting in 2,423 conversions that would have otherwise been lost that month. That's pretty impressive isn't it?
16) Your site's been hacked.
This can be disastrous. The thought of your site being hacked without you even knowing might get you crazy. But according to Forbes contributor James Lyne, an estimated 30,000 sites are compromised every day. Many times, these hacks are sophisticated enough that the signs go unnoticed by all but the most observant of webmasters.
To deal with this, you may need to onsider a monitoring program like Sucuri to maintain that all important user trust that’s necessary for website sales and conversions.
17)PRspeak / jargon
Making your presentation in a language that contain jargons that visitors cannot easily understand turn a lot of people from your website. Your content should be modest when professionalism comes in, it should be with caution to accommodate visitors outside the industry except in cases where it is unavoidable.
18) Typos errors and poor grammar
When your content is ridden with typo errors, it does not send the right signals to the visitor. There are literally no excuses. This is about attention to detail, as much as anything. If you’re not careful about this, it gives out a very wrong message.
19. A lack of clarity
When a website visitor for the first time struggles to be able to tell what that company does within seconds, that leads to a bounce. We recommend a descriptive, meaningful, plain English strapline content on your site.
20. Browser issues
Browser compatibility is crucial and should also be taken seriously. Browser problems come in all shapes and sizes. Test, test, test, and figure out what your audience likes to use. Try to avoid controlling the browsing experience too (opening up links in new windows, for example).
21. No ‘About’ page
Many websites are allergic to About us pages. But most visitors want to be able to find out more information about the company, and whenever the About page is missing it is a downside.
22. Video-only homepages
This has become a growing trend but it hurts. The use of video has become mostly used to explain what the company does, or to talk about specific products and services, particularly among startups. This should not fill the entire home page. A three minute video should be fine but there should always be a text option (Remember that Google / SEO emphasizes text content over videos and images).
By addressing these issues on your website, you should be see major gains in your website's performance. But these aren’t the only factors that can affect your ability to convert visitors into customers. If you have another tip on an issue you discovered that was causing visitors to leave your site without buying, leave a note describing both the challenge you faced and how you resolved it in the comments section below. There are all kinds of other factors as to why people will leave a website before they've really visited it. So if we missed anything do let us know.