Having successfully attracted a potential customer to your website, the next step is to keep them there. With short attention spans, you have just a few seconds to make that all important first impression. Below are some of the most common reasons for customers abandoning their website visit and looking elsewhere.
The Need for Speed
People are increasingly time poor and, as such, crave instant answers and information at their fingertips. The longer it takes your website to load, the less patient your visitors will become. Today’s web browsers expect content to load within 2 seconds or less; anything slower can lead to instant abandonment. If your website is running slow, try optimising your images as you upload them. You can also implement browser caching, which increases page speed by ‘remembering’ which content has previously been loaded and thus only loading new unseen elements.
Considering how much time we spend browsing the internet on our phones, it is surprising just how many businesses fail to optimise their website for mobile viewing. With the number of users accessing the web via their mobiles set to rise, failing to communicate your message effectively to these users will undoubtedly affect your conversion rates. Furthermore, a lack of mobile optimisation can also affect your search rankings – a few years ago Google introduced a new mobile-friendly algorithm dubbed ‘Mobilegeddon’, that was designed to give a boost to mobile-friendly pages in Google’s mobile search results.
Sites that produce regular content have been shown to generate more leads than those that don’t. However, posting new content alone will not boost your audience numbers if the content isn’t relevant and up to date. Ensure that the topics you cover answer the most common questions your site visitors will want to know the answer to. Make it easy to read and ‘scannable’ so that readers can extract the information they need easily without having to search for it. Lastly, grammatical errors and typos are a big no – blogs full of spelling mistakes undermine your professionalism and detract from the value of the information you are providing.
Have a Clear Call to Action
Most visitors will have a purpose for visiting your site so it’s important that they know immediately what you can offer them and what you want them to do next. Each page on your site should have a clear call to action, be it a link to another blog for further reading, displaying related items on a product selling page or signing up to receive special offers.
Provide Instant Support
While an email address and phone number are generally viewed as minimum requirements for business contact information, some visitors may not wish to wait for an email reply or are unable to pick up the phone at that time. Live chat is a valuable tool in assisting customers whilst they are active on your site. A fast response time can be the difference between a converted lead or an abandoned visit. While constant pop-ups on a site can be distraction, a well-timed and placed live chat button can ensure help is at hand when your customers need it most.
If you would like to know more about how to add live chat functionality on your website, do connect with us today.