Few things are more frustrating than seeing people visit your website and navigating away again almost instantly. Known as ‘bouncing’, this often disheartening reality is one that many people find hard to accept.
But what causes people to bounce from websites before they’ve even had a proper chance to look around?
1. Slow page loading times
First and foremost, nothing frustrates a website visitor quite like pages that take ages to load. In fact, slow loading webpages are particularly annoying for mobile users. Research by Google shows that 53% of mobile users would abandon a web page if it didn’t load within three seconds – three seconds!
2. Low-quality content
There’s a good chance that people have come to your website in search of information. This is especially true if they’ve come across it following an organic search engine search. Therefore, it’s important that you satisfy your visitors’ thirst for information by giving it to them in the form of high-quality content. If they don’t find what they’re looking for, there’s a strong chance they’ll leave pretty soon after landing.
3. Lack of contact info
Many of your website visitors will simply be there to obtain your contact information. This is particularly true if you run a brick and mortar business that also has an online presence. However, some websites have the contact info hidden away in places that aren’t intuitive. If someone has to really search around, your contact info is in the wrong place. Consider having it at the top of every webpage, as well as on its own separate page.
4. Poor navigation
While many modern websites opt for a minimalist design that utilises lots of beautiful images and few menus, it’s not always the approach. It all really depends on your business and the purpose of your website. For example, a professional artist may have a website that has nothing but gorgeous imagery and a simple contact mechanism. This is absolutely fine because most visitors will just be wanting to see examples of the artist’s work.
However, if you’ve got an online business or an offline business with a web presence, your visitors will be in search of much more. Elements like a blog, online shop, contact page, FAQ section, etc. are all worthy inclusions. Just be sure to make navigating your website easy. Otherwise people won’t know how to get to where they want to be and leave as a result.
5. Animated ads, pop-ups, etc.
Pop-ups on webpages used to be a powerful marketing technique. Nowadays, though, they’re mainly just annoying, spammy and unwanted. The same goes for animated ads that seek to divert a person’s attention with their colours and motion.
At the end of the day, your website visitors are on your site for a reason, and that’s not usually because they want to see pop-ups or animated ads. A good way to test any potential “marketing” is to have your friends and family visit your website and provide feedback. In fact, this kind of testing is great for covering all the aspects we’ve discussed above.