You've worked really hard to build the perfect website. You have a catchy domain name, effective search engine terms and an eye-catching design, yet you're still pondering why your visitors have only driven by and not parked at your site. Bringing in new visitors to your site is only half the battle; the challenge you face is keeping them there!
We are up against 2 main plagues:
- Short attention spans- We live in a world of short attention spans, where a person cannot concentrate on a project long enough without getting distracted. This task, can be your website, advertising your product or brand. So this is kinda important! The aim of the game is to learn how to grab and hold onto your website visitor's attention, get them to browse your site and move towards an action.
- High bounce rates- Often misconstrued with the exit rate,this is a large percentage of visitors who fail to interact with more than one page on your site. Bounce rate is a measure of the effectiveness of a website in encouraging visitors to continue with their visit. A number of factors come into play that contribute to this problem and leave your site abandoned.
The best advice I could possibly give is to put yourself in your potential customers' shoes. Is your website inviting enough for them to want to take them off and get cosy for a while? Besides for being clear and visually appealing, I have come up with 3 considerations that are worth making a note of:
1. Audio, visual and interactive content
Most site visitors don't want to sit down and read a 2000 word article, but there are higher chances that they will want to listen to all of the content in a single visit, if it is communicated via video or audio. According to an infographic by WebDAM, visual information is processed 60,000 times faster in the brain than texts, and both video and audio increase a landing pages conversions by 86%.
There are many tools and platforms to incorporate into your site to achieve such success. A platform that can help grab the reins of your visitor is Toonimo, that can personalize on-page customer experience and guide site users via a combination of real-voice audio and live graphics.
A big mistake sites commonly make, and is a basic step missed by many, is forgetting to link to other areas within your site. With planned linking to quality content on your page, you can keep visitors hooked on your site to visit more pages, receive quality information and in turn make your site valuable. Take for instance an e-commerce site, can include links to related products and customer reviews or a corporate site can include links to press releases, news updates and investor information.
If site has a blog, don't overlook links within the content itself by hyperlinking keywords to other areas on your site. There's a cool widget called LinkWithin, which gives you an opportunity to visually link other articles that you've posted previously on your blog underneath one post. This is a great means to avoid archived stories from losing traffic.
3. Make your site fast
Every second counts. More than half your visitors will leave your site if it hasn't loaded within 2-3 seconds. Anything longer and you've lost them, with an unlikely return. This is common on e-commerce sites, where shoppers abandon their carts as a result of slow loading times and they find themselves looking at your competitors. If your business has a slow site, this could be the reason for a loss of revenue.
Besides for the speed, in 2010 Google announced it would take a site's speed as a factor when determining it's ranking. If your site is slow to load, the user will tend to have a bad experience and will cause them to use Google less, which is consequential for Google. Have a look at 'Google Page Speed' which helps to improve your speed.
Creating and owning a site isn't difficult, but it needs constant attention in order to reap the rewards. These are just a few important points to build a successful site and keep your viewers coming back for more and more.