The mantra, “Build it and they will come,” may have worked well for Kevin Costner in Field of Dreams, but it’s not going to hold water for your website. Ecommerce shoppers are particular with where they spend their money and what websites they trust. If you want to attract more visitors to your site, you need to eliminate the five most common reasons behind a high website exit rate.
Website Design Issues
The reasons users leave a site can vary depending on the person’s needs, but one of the most universal challenges that cause visitors to make a quick exit is a design issue. A cluttered, confusing homepage can initiate distrust with your online visitors. Visitors who are bombarded with numerous product offers, large blocks of text, or the infamous flash error message are sure to leave your site.
Takes Too Long To Load
Nearly half (47%) of you customers expect your website to load in two seconds or less. Four out of 10 visitors will leave the site completely if it hasn’t loaded in three seconds. You don’t have much time to set a good first impression. Ensure your website doesn’t take too long to load by using these tactics:
- Reduce image size when possible
- Don’t use special code to jazz up the homepage
- Don’t try to fill the homepage with too much information (images, videos, or graphics)
- Test your website load time
Keep in mind that 52 percent of online shoppers say quick page load time is essential for their loyal business.
No Clear Call-To-Action
Your website visitors want you to tell them what to do and make it easy to do it. Should they check out a newly launched product line, sign up to receive discounts, or read your latest blog? Without a clear CTA, visitors will give up trying to figure it out and leave your site.
A registration required warning that pops up on a visitor’s screen as soon as they click a product or blog title acts similarly to an “exit now” sign. Think about your conversion goal when you choose to gate certain content. While some portions of the site may be reserved for registered visitors, don’t block everything. For those who don’t mind sharing their info to get full access to your site, keep the registration form short and sweet. Do you really need a required field requesting a visitor’s birthday? Probably not. Take Expedia’s lead and keep only the necessary data fields (maybe you can bring in an extra $12 million, too).
If your website isn’t living on mobile, it might as well not be living at all. Roughly 63 percent of all internet searches are completed on a mobile device. If your website isn’t optimized for people on-the-go, you’re missing out on a lot of potential purchases. Transform your website into a responsive design so customers can access the same great information and products no matter their device.
If you want to minimize your website exit rate, implement our tips to rid your site of the major challenges that push people to the “back” button.