So, you’ve designed a great website that looks aesthetically pleasing and has great content, but your visitors aren’t staying. Where have you gone wrong with your website design?
Unfortunately, having a professionally designed website and compelling copy sometimes isn’t enough to capture conversions. It takes a combination of a number of things in order to get visitors to stick around.
Check out these key reasons why people could be leaving your site.
Design matters. At the end of the day, your customers will judge you on your website and if it looks like it’s from 2009, you will never create a memorable experience for them.
Consider what trends are prevalent this year in website design and incorporate elements that directly align with your brand.
Design isn’t just about colours, images and graphics. It’s key that the fonts you use as well as the colours of your text and background match so that people can easily read and digest the content on your website. If it isn’t legible, users will likely become confused and simply won’t convert.
Stick to high-contrast colour combinations, clean fonts and text size that is easily readable.
Are you using too many ads? Advertising not only damages your user experience but doesn’t necessarily help your conversion rates. Ads shouldn’t be the first thing visitors see (an easy way to make your brand seem inauthentic). It’s key that you limit the number of ads and think strategically where they should be placed in order to maximise your retention rate.
If you are needing to incorporate pop ups – don’t be obtrusive. Consider how they can be utilised within the copy and layout and ensure they have value for the visitor.
Have you ever arrived on a website looking for a specific answer to your question and ended up being led on a wild goose chase?
Not only is unclear navigation bad for your user experience, it’s bad for your search engine optimisation.
You need to think through your site’s setup as if you were your own customer. This is where your customer journey map comes into play. Some key questions you should be asking is: Where do they need to go? How do they get there? Are they going to find the information they need?
Rearrange the website’s navigation so that it is intuitive, logical and easy to understand.
Forcing your visitors to sign up or register before they can view the content they need is pretty much encouraging them to head somewhere else. Yes, gated content is great for driving leads into a website sales funnel and growing your database. However, incorporating ‘sign up’ ‘register’ pop ups everywhere will kill your conversion rate.
Your brand personality and core message needs to be communicated clearly on your website. If your website content reads like a robot wrote it, you’re going to have a problem connecting with potential customers (especially if you have an established brand personality and voice on other channels, such as social media). You need to be creating content that connects, in order to convert.
If you’re like us, you get frustrated when a site takes forever to load. Customers are impatient these days and they will click off your site if it’s taking more than three seconds to load. Page loading speed should really be at the top of your to-do list when designing your website.
Frequent and fresh content is required both for SEO purposes but also to boost the interest level in your site. Try adding blogs, news, product updates and other content so that return visitors are consistently updated with new information.
Visitors need a signpost so they can undertake their next action. If you don’t have a call-to-action then your visitors won’t take that next step. Encourage them with prompts such as ‘Buy Now’ ‘Learn More’ ‘Shop Now’. These compelling and relevant call-to-actions will likely convert visitors to customers.
The key question we always ask when it comes to designing a website – is it responsive to mobile devices? It’s crucial that your website is built for mobile as that is where a good portion of your visitors are likely purchasing from. You could miss out on a lot of traffic and sales if you aren’t thinking about mobile users.
If you aren’t sharing your product’s features clearly on your product or service pages, then you most definitely won’t compel visitors to take the next step towards purchasing. If you want visitors to convert, consider this: sell the benefits rather than the features. Highlight to your customers how your product or service will remedy their needs and wants.
At the end of the day, there are a multitude of factors that can affect your ability to convert visitors into customers. However, these tips are some core issues that brands need to get right. If you nail these elements when designing your website, you’ll likely have visitors stick around for that little bit longer!
This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about brand consistency below or take a look at our previous blog.