6 Top Reasons Potential Customers Leave Your Website

Is content “king?”

Well, yes.

…But there’s a qualifier: visitors judge your website by its design first.

Turn them off, and they don’t even make it to your content.

88% of website visitors never return again once they have a bad experience. So, you gotta nail it the first time.

Want examples of mistakes so you don’t make them yourself?

Perfect!

Derek Halpern at Social Triggers cites a study by Dr. Elizabeth Sillence of the United Kingdom’s Northumbria University.

She tasked study participants with finding websites they trusted and distrusted related to hypertension.

94% of participants based their trust on website design issues.

And here’s some of the leading mistakes that turned them off:

1. Clever/Creative Website Names

Clever rarely works online. Visitors want to know they’re in a credible place…and the right place.

So, you’d be much better off naming your site something like “The Hypertension Research Center” rather than “Hypertension World” or “Digital Hypertension.”

In any online communication, clarity trumps creativity.

Why?

Creativity may make sense to you. But no one else may understand what you mean. So, aim for clarity.

2. Cluttered, Busy Layouts

The more options you offer, the more visitors go routes you don’t want them to go.

Keep it simple.

Even if you can only eliminate 1-2 clicks, that’s still a big deal. Every additional page or action users need to take results in lost conversions.

3. Boring Web Designs

Yes. Visitors judge a book by its cover.

Maybe they shouldn’t. But they do.

Your website needs a lively, engaging design. But it shouldn’t be off-the-wall or creative.

That’s a tough balance to negotiate. And it’s why having an experienced professional makes sense.

4. Pop-Up Ads

Advertising adds revenue…but at what cost?

Typically, you need a massive amount of traffic that results from years of hard work building an audience before you can even realistically consider making substantial money off ad revenue.

For smaller sites, you just shoot yourself in the foot when you use pop-ups.

5. Corporate Feel

Nope. Today’s user is not impressed with a gigantic corporate feel.

The power of web-based sales lies in creating uniquely personal experiences targeted to niche audiences.

Visitors want to feel like you made your site just for them.

While you may go after smaller niches, your conversion rate skyrockets because you serve your audience so much better.

6. Slow Load Times

Do you like a slow load time?

…Or do you start to feel frustrated, angry, and annoyed?

Everyone has a slightly different definition of “fast” and “slow.”

What should you aim for?

Maile Ohye from Google answers your question:

“2 seconds is the threshold for ecommerce website acceptability. At Google, we aim for under a half second.”

Now you know what to aim for.

Simple to talk about. Difficult to execute.

But well worth your time because when you nail design, you easily win more customers.

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