5 ways you may be repelling potential customers

5 ways you may be repelling potential customers

The aim of your site is to convert customers, increase sales and generally be as helpful as possible. Yet many ignore this platform as a priority within their business, which ends up being more damaging to the brand as having no website at all.

1. Slow load times

Have you landed on a web page and waited for it to load… still waiting… oh dear! Immediately you feel frustrated about this website and would probably leave or start off on the wrong foot regarding this brand. Slow websites also hurt your rankings within search engines, so make sure your site is optimised for speed and not frustrating to use.

According to KISSmetrics, 47 percent of consumers expect a web page to load in 2 seconds or less, and 40 percent of people abandon a website that takes more than 3 seconds to load.

How to fix it:

Run a Google PageSpeed Insights report and GTmetrix performance report for your website. These free tools not only give you a score and grade, but they also provide suggestions to help you improve the speed and performance of your website.


2. Forced registration

Your website is a great way to generate leads. However, do not annoy your visitors with force registration popups or requests before you have delivered anything of value to them. The use of popups has it’s place, once your user has been on your site for a while, or shows particular interest in one page. Allow your users to browse freely without locking content to gather information.

How to fix it:

Focus on providing value to your visitors and your leads will grow naturally. If you want to attempt to convert visitors before they leave your website, use a pop-up that features exit-intent technology, displaying the offer once the visitor has decided to leave your website. According to Bounce Exchange, 70 to 96 percent of the visitors abandoning your site will never return.


3. Animation and audio

The days of intro pages with animation and music have long gone. Web design is constantly evolving and this type of content is not what your visitors are expecting to see when they visit your website. They can also slow down your load time.

How to fix it:

Focus on a very simple website design that loads fast and allows the visitor to immediately identify the product or service you are selling. If it takes your visitors a long time to figure out your website, they will most likely leave.


4. Poor navigation

Your visitors must be able to land on your site and immediately identify how to navigate it, and they need to be able to do this regardless of what kind of device they are using.

If they can’t find your menu or there isn’t a clearly labelled call-to-action, they will become frustrated and leave. Having great content and the best products or services is one thing, but if the visitor can’t easily locate them your website isn’t doing its job.

How to fix it:

Have one single navigation menu that is easy to find and access. Make sure that your menu is responsive and works correctly for desktop, mobile and tablet devices.

To get complete insight as to what your visitors are doing once they land on your website, use a tool such as Crazy Egg, a heat map tool that helps you identify the most popular areas of your site. It also shows you how far down visitors are scrolling, what parts of the website are working and which are not, and also what your users are doing on your pages.


5. Lack of fresh content

So you have a fast-loading website, the design is awesome and easy to navigate… great. Do you have fresh, helpful, engaging content? If your site isn’t updated on a regular basis with fresh content you could still be pushing people away. If a potential customer revisits your website, you want them to be welcomed with fresh content.

How to fix it:

A blog is a great way to add fresh content to your website. Your visitors will have something new of value to browse and are likely to return. It gives the impression your business is active and also allows you to give insights about your knowledge of the industry. Other options are to launch new offers on the site, update banners and add new collections and products if you manage an e-commerce store.

Chris Nutbeen

Founder of Nuttifox and digital geek. Chris likes data proof, beautiful UX and clients with miracle allowing budgets.

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