If your website is struggling, perhaps your visitors can tell you why. Visitor experience is the most valuable tool in measuring online success, especially since 88% of online consumers are less likely to return to a site after a bad experience. Here’s why visitors might not vibe with your website, and some timely tips to help turn things around.
Poor Website Design
Let’s face it—a bad design is bad news, no matter how successful the company. First impressions can change everything, and websites are no exception. Chances are, when a person searches your type of business, there are options to choose from. 75% of consumers admit to making judgements on a company’s credibility based on the company’s website design. If they click on your business, will your site make them stay? Or will they press that back arrow and leave? How do you turn their frown upside down? By stepping up your design game big time.
Alter the Aesthetics
The format of your content, video and images should create a strategic flow, look pleasing to the eye and ensure that the most important content such as what you do, special dates, sales, deals and services are clear and easy to see. Instead of a busy site layered with clutter, try a modern, clean layout that offers a more professional vibe. From color scheme to layout, these details all add something valuable to the visitor experience.
Strive for an easy navigation menu, with all links live and ready to click. Be picky on the simple word choice for your menu and ensure all pages are linked properly. To ensure that a visitor experience actually happens, the site load time needs to be quick. In fact, 47% of users expect a maximum of 2 seconds loading time for an average website. That means high-quality files are all optimized for the web, so you don’t lose visitors before they even visit. If you want to increase your ranking and make life easier for your customers, your website should be mobile friendly. These small changes can create a positive, stress-free visitor experience, which leads to more time on your site.
Outdated content is a huge turn-off for first-time visitors. If content is old and unnecessary, or photos are blurry or contain broken links, this will distract users and they will move on. People might not even find your business online at all if your content isn’t updated and optimized.
Update and optimize your content throughout the year to match current Search trends online. This process is called Search Engine Optimization (SEO) and plays a major role in the overall success of your website. Without strategically placed search engine keywords, Google will struggle to find it in Search, which makes it hard for visitors to find you. Once your content is refreshed with newly optimized content, you can focus on the fun stuff like videos and photos.
Refresh Digital Media
Now, we’re not suggesting cramming your website with digital content—just more relevant and strategic content. Add engaging content like a new company culture or promotional video, recent projects or product images, and even offering the video review, which shows a fresh take on the testimonial and gives your business more credibility.
Add Seasonal Content
Seasonal content will also help boost visitor engagement. The more seasonal content you have, the more timely the content—and visitors notice this. Even if it’s just refreshing your homepage to reflect seasonal trends in your industry, or creating a new landing page for seasonal ads, seasonal text freshens up your site and lets visitors know you’re thinking about the present moment, not just the future.
Double, Triple, Quadruple Check Contact Links and Info
Even more importantly, good content also pertains to linked and updated contact information. If your visitor is trying to reach you from their mobile phone, and either it’s an old number, no phone number or a live link to directly call your phone number, it’s likely that person will give up.. 44% of website visitors tend to abandon a website if there is no Contact information.
ESPN.com revenues sky-rocketed to 35% after they listened to their community and incorporated suggestions into their homepage redesign. The core to great marketing is the visitor experience. Take the time to evaluate your website and analytics, and make the changes needed to ensure a positive and productive visitor experience for all.
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