When it comes to designing an effective website for your business, you need to attract visitors, provide the information and solutions they need, and convert them into paying customers.
But there are many ways that your website may be driving customers away. Identifying these factors creates a more powerful sales funnel that maximizes the return on your website design and marketing efforts.
Lack of Clarity
If your site fails to provide clarity to users, they’ll return to the search engine results page (SERP) to look elsewhere. Your site should provide the information that lets visitors know where they are and what they can do.
This begins with a clear headline that articulates the value proposition of your business. It should convey the benefits users receive when they move further into your site.
If you’re driving clients to your site from a landing page or advertisement, create a consistent message between each step. Advertising a specific product should lead a prospect to the right page on your site to guide them into your sales process.
Users must be able to easily navigate through the content of your site. Issues related to navigation create friction, causing users to become frustrated and make their way back to the SERP.
The only way to convert a prospect into a customer is to guide them to the right destination. Use calls-to-action whenever possible to move your visitor towards the next step.
The content on your site must be properly structured. Use clear categories that make it easy for users to access the information they need as quickly as possible.
Content That Fails
If your content fails to meet the needs of your visitors, it will fail to meet the objectives of your business. Researching the needs and pain points of your customers drives the content of your website.
Be sure to include the proper design elements that support your content such as images, graphics, and video.
Make content easy to scan using clear and relevant titles and subheadings. There’s a small window of time between the point at which users land on your site and the moment they get clarity on its content.
Another mistake businesses make is providing content that relates more to the details related to the business than it does to the needs of its customers. Create content that is customer-centric to get the best results from your website.
Slow loading speed is a major factor that increases bounce rates on your website. Loading speeds that last more than a few seconds have a higher likelihood of causing users to abandon your site.
Perform a review of your site pages to measure loading times. This is especially critical when utilizing large media files such as videos and images. You can review your site’s code to ensure that loading times are optimized.
Failing to Optimize for Mobile
The majority of today’s searches are being done on mobile devices such as smartphones and tablets. If your site design isn’t responsive to mobile use, you’ll be driving a large number of these potential customers away.
The content of your site’s mobile design must meet the unique needs of mobile users. This includes easy-to-see buttons and clearly defined calls-to-action.
Not only will visitors’ needs be met by a mobile responsive site, but search engines will also view your website more favorably, which translates into higher search rankings.
These are 5 ways that your website may be driving customers away from your business. Using effective site navigation helps users access the content they need most, and providing clarity helps guide them through the decision-making process.
Optimizing your site’s mobile design and loading speeds keeps customers from heading back to the SERP. Understanding the ways you may be driving your customers away maximizes the return on your design efforts and provides greater value to current and future customers.