Do you ever wonder how long people stick around on your site? Have you checked Google Analytics to monitor how long it takes customers to click the Back button?
Has it ever occurred to you that a survey might help you solve some common user-experience errors that are limiting your conversions and frustrating people when they navigate through your site?
Let’s take a look at some of the biggest turnoffs that website moderators often forget about when managing their sites. Open up your website and check to make sure you’re not using any of these items that are known to hurt conversions and frustrate customers—or just make them laugh at you.
1. Ads That Distract From Your Best Content
People try to get creative with ads, but they often look foolish. You obviously want to find new ways to make money with your site, and selling ads is one of those ways, but if it distracts from your content, get ready for customer backlash. You’ll notice large companies that use distracting Flash ads that move around in front of website content. People only click on these ads on accident. Don’t sacrifice quality content space for a quick buck.
2. Corny Stock Photos
Photos with landscapes, textures and tangible items are usually OK, but pictures with people are a huge no no. Stay away from those photos with three business people smiling and pointing at a computer. It tells customers nothing about your business. Avoid generic business photos such as a red arrow crashing down a chart or money falling from the sky. Take your own photos that feature your products, facilities or staff. Photos give you the opportunity to connect with your customers on an emotional level. Show them that you’re not just a faceless corporation.
3. Products or Services With No Way to Visually Test
What’s the one large advantage that brick-and-mortar stores have over eCommerce sites? Customers can test the products or see the services in action. Make sure your site shows people how the product works. If you sell website templates, include live demo buttons. If you sell clothing create a video or series of photos with people rocking your recent line. These demos help customers visualize the products in action.
4. A Homepage That Doesn’t Immediately Tell Customers Why You Rock
What does your company do? If other companies do the same thing, what makes you special? If this isn’t clear on your homepage then you can watch hundreds of potential sales flutter out the window.
5. Vague Call-to-Actions
Get my newsletter. Sign Up For Free Updates. Click Here To View More. Website visitors want to know exactly what’s coming next when they click on a button. Tell people exactly what’s in your newsletter. Is it spam or tips on how to restore your antique car in a week? If your customer clicks to view more, will they see the hottest new line of shoes or affordable used shoes?
6. Give Me All Of Your Info: Long Forms Stink
It’s no secret that the more information you have about a customer the easier it is to market to them, but asking for everything from their address to their maiden name is invasive and unnecessary. You’ll increase data capture if you just ask for a name and email address. If you run an eCommerce store you need more information than that, but consider offering a guest check out option for people who don’t want to share their personal info.
7. No Security Seal When Asking for Personal Info
Cars.com increased its conversion rate by 2.7 percent with a security seal. If you sell any products online that require personal financial information you should always include a secure page with a security seal. Lots of people cringe at the idea of purchasing items online because financial info is never completely safe. Increase conversion rates and make a name for yourself by ensuring security. A simple graphic in the siebar usually does the trick here.
8. A Lack of Social Proof
How do you figure out the next book you’re going to read, or the next movie you’re going to watch? You ask your friends and family for their opinions. This is the ultimate form of social proof. If your website doesn’t include clear testimonials or reviews from people who are satisfied with your company, others won’t want to work with you. Imagine opening up two organic food websites side-by-side. Website A and Website B sell the same products, but Website B has 5,000 Twitter followers, 10 testimonials on the homepage and some great ratings on Yelp. Of course you’re going to choose Website B.
Make sure your social proof is prevalent online to keep customers around.
9. Pushing People to the Wrong Pages From Social Sites
Do you link to your website from social sites such as Facebook and Twitter? Do you select the right pages to link to or are you just directing people to your homepage? It’s a common problem where companies talk about their hot new computer lineup, but then they link to the homepage. This forces your customer to search for the new product page. Give them the correct page in advance so you don’t lose sales.
10. No Mobile Version of Your Website
Since over 40 percent of internet time is spent on mobile devices it’s no wonder customers leave your site if they can’t read anything on an iPad or smartphone. Test your website on mobile devices to make sure it is responsive. You lose a significant amount of potential conversions if you don’t have a mobile version of your site. Build a mobile application if you want, but the best way to ensure people stick around on the site is to create a responsive website—one that detects when someone is on a tablet or phone and adjusts the content on your site accordingly.
There you have it, the 10 worst turn offs! Are you looking for a guide to take you by the hand and lead you the jungle of creating your first site or do you just want to get the basics and the lingo down and then hire the right people to do it? I highly recommend “The Beginner’s Guide to Get a Small Business Online“! It might be just what you are looking for.
Let us know in the comments how you feel about the current status of your website. Have you tested how long people stay on the site? Do you know what areas visitors find most tedious? Let us know if we missed anything on this list.