There are specific elements of your website that may be chasing traffic away and absolutely crippling your bottom line. Over the years, marketers have pinpointed many of the issues that could potentially be costing you thousands in revenue without you even knowing it! We can now effectively dissect our sites in order to strip away what doesn’t work in order to decrease bounce rate.
Blog frequency impacts customer acquisition. “92% of companies, who have blogged multiple times a day, acquired a customer through their blog” (HubSpot State of Inbound Marketing, 2012). This should not be exceptionally surprising to most of my readers as they know I place a large emphasis on creating fresh content. A site with content is much more likely to be seen as an authority within a given niche. Plus, it will give readers a reason to continue to come back, allowing you to present your offers again and again.
Site speed kills. “Nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. 79% of web shoppers who have trouble with web site performance say they won’t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online.” (Kissmetrics) We live in a fast paced world. As technology continues to advance, there is no excuse for slow load times. Ridding your site of excess images, banners, and flash can dramatically decrease load time. A plugin I use to help the performance of my websites is W3 Total Cache.
People simply can’t pay attention to long drawn out information. According to this study HERE the average attention span is now only approximately 5 minutes. If you have content that is relatively long, break it up into segments to prevent the reader from becoming bored and moving on to the next site.
Contrast is key. According to the nationally recognized website, PreventBlindness.org, 53.2 million Americans aged 45 or older have some form of visual impairment, from mild to severe, and about 18% of those affected are legally blind. The most important pieces of your site (links, headlines, offers, etc.) need to absolutely POP! According to research produced by Jacob Nielsen, 79% of people don’t even READ the pages of a website. Instead, they SCAN. In order for you to present to the vast majority of the population, there must be some sort of contrast that catches the eye of the audience.
Reduce the offers on your site to the minimum. Banner blindness, also known as information overload, occurs when there are too many contrasting images, texts, and colors being observed at once. The mind subconsciously tunes ads out. For those that offer ads on their site, it’s important to remember, that too much of anything is a bad thing.
Create a clear call to action. It may seem silly, but sometimes people genuinely need help getting from point “A” to point “B”. Tell them where to go and how to get there in a tone that is friendly, yet commanding. “Click Here” “Provide Your Email HERE.”
Take the above ideas and maximize your site’s potential. One of the best possible steps that any marketer can take to improve the performance of their site is to split test. Change various elements to see which performs best with your audience. Gmail once tested 50 shades of blue for their CTA color and found the highest converting shade (Quicksprout). Something that you may deem small may actually have a HUGE impact on your site.