11 Reasons People Leave Your Website
You’ve put a lot of time and effort into building your website. And for good reason — it’s an important part of your marketing portfolio and helps you to build the bottom line.
With this in mind, it’s critical that your small business website keep new visitors on the site and not drive them away. Someone on the web looking for a product or solution has two options — visit your site and purchase from you, or, go to your competitors’ sites and buy from them.
In order to keep site visitors on your website, it’s important to understand the following 11 reasons people leave websites in general and to take corresponding corrective actions.
Lack of Clarity
People visit websites for a reason, with specific objectives in mind. If your home page does not clarify if the site visitor’s objectives will be met, many will leave.
Unprofessional Design
Shoddy design is a sure way to drive many site visitors off of your own site and instead to your competitors’ sites.
Poor Navigation
Complex or inconsistent navigation can lead to frustration, and web users are notoriously impatient.
Lack of Differentiation
If site visitors cannot tell how you are any different from their other online options, there is no compelling reason for them to stick around and buy from you.
Lack of Engagement
If your site has no forms of engagement (polls, surveys, user reviews, user-generated content, downloads, etc.), your site visitors may simply read some copy on your site and then move on.
Outdated Content
Outdated content signals a lack of attention to detail to site visitors. This of course is a big turn-off.
Links to External Sites
If your site provides a lot of links to external sites, expect people to follow them and to leave your site. Granted, it’s great to provide your site visitors with helpful, relevant information through links. Just know that there is a balance to be reached. Provide bookmarking tools throughout your site, and give people reasons to come back.
Ads
If you feel compelled to include ads in your site, whether Google AdSense or otherwise, expect some people to follow them and to leave your site. If you are a publisher with ads as the main revenue source, then of course that’s part of the business model. But if you are an online retailer trying to make an extra buck by including AdSense ads on your website, consider whether the ads are really helping you to maximize customers and revenue.
Slow Loading Pages
If your pages take more than 3 seconds to load, be aware that certain site visitors are going to get impatient and will leave your site immediately.
Lack of Calls-to-Action
A call-to-action is a directive for your site visitors. What should they do next? For example, a software firm’s website might include calls-to-action to download a free trial, access a whitepaper or signup for a webinar. If your site lacks calls-to-action, your site visitors may leave simply because they don’t understand what else they should do.
The Yawn Factor
If your site is boring, boring, boring, expect visitors to leave. There are just too many other options online for visitors to fight through a boring site.
February 26th, 2009 at 8:11 am
I would like to add another point: loading (splash) screens. For example, if you go to a site that must load a whole lot of Flash animation first, users will automatically hit ‘back’ out of annoyance.
February 26th, 2009 at 8:54 pm
Increasing engagement is something I definitely need to work on. Users can leave comments but that’s sort of where it ends. Looks like that’s something I need to think about fairly soon(ish).
February 27th, 2009 at 12:47 pm
I am a bit surprised more sites don’t focus on page load times, especially since the simpler sites are often the most popular. Facebook is a great example. I think that’s why they are gaining popularity over MySpace: shorter load times and less graphics to get in the way.
For those interested, Yahoo has a program called Yslow that analyzes page load times and gives you actual suggestions to speed them up. It’s, by far, the most helpful tool out there for web designers wanting to make snappy sites.
February 27th, 2009 at 7:32 pm
Thanks….
February 28th, 2009 at 7:30 am
Timothy & SanMer Gifts -
I completely agree with you on load times. Timothy, nice addition regarding splash screens. Many web users find them very annoying. Often, keeping things simple solves many problems and improves the user experience.
March 3rd, 2009 at 11:56 am
That is before. The now is the economy its based on the topic of your website.
There are only a handful of websites that get lots of web traffic and are used daily they tend to be the social ones. Its different now, big corps wanted that too.
March 3rd, 2009 at 12:04 pm
This is a great checklist. I’m going to try to look at my website with these things in mind.
I am unsure about the interactive part. I have a static website, and have considered changing the homepage to a Wordpress type page. What are everyone’s thoughts? Do you see many homepages like that?
March 3rd, 2009 at 3:01 pm
I feel like we missed one important point. Overall lenght of the site. I have a carpet cleaning service in Pahrump Nevada, and I see home pages that are a mile long. Now content and believability are huge, but I dislike mile long home pages. I want to scan the landing page for the info I want and quickly follow the links to the specific information I want.
Thanks
March 3rd, 2009 at 8:55 pm
Two more:
ANY ANIMATION
I hate it when I’m trying to read a page and there’s a constantly flashing “email me” icon or, worse, a banner ad. Unless I reeeeeeeeally want to read the content - I’m outta there!
MISSING PAGE NAVIGATION
You really must put your basic site navigation buttons for “home”, “contact us”, etc. on EVERY page, since these days a customer is as likely to drop right in to a page from a search engine as from your home page. When they land on the page with the information that they are looking for, and when they’re done there’s nothing else to do but hit “back” to get back to Google, you’ve squandered another potential customer contact.
Gary
March 4th, 2009 at 12:21 am
I have one to add:
How about a portfolio? For example, in cases of logo, banner, or even web layout I have questioned the best way to do this. Now I know myself, I don’t like reading content and having flashing animation but if it involves seeing a portfolio I would like to see what can be done. So my thought on this matter is to provide the best in graphics so it does not look like a banner farm flood. I’m sure many understand that description. I am curious to hear others consider on this matter. Thanks!
Sue
March 11th, 2009 at 8:53 pm
I just start my business, and I am just designing a website because my competitors have it, The basic objective of the website is show our landscaping projects, We don´t want to invest to much in a website, what do you thing about using free website design tools like MS officelive???
March 13th, 2009 at 6:05 am
Laurie, thanks for your comments. With regards to interactivity, I recommend that you add an element of interactivity that resonates with your target audience. What would they find helpful? What would help them to solve problems? What info are they seeking that is going to achieve their online objective?
So, in answer to your question, migrating to a blog-type website interface would be beneficial so long as you provide fresh content that your target audience is going to find useful, and so long as you provide engagement opportunities for your audience (e.g., enable comments on your blog, hold contests, embed polls & surveys, etc.).
Hope this is helpful.
-Tom
March 13th, 2009 at 6:19 am
John - I agree about page length. A home page that continues endlessly can be a real turn-off.
Gary - I agree. Unless you are using professional-looking Flash animation that is relevant to the user experience, animation can be a major turn-off.
German - You ask about using free website design tools. I think it’s important to focus on the end result and your prospective customers, rather than focus on any one tool per se. Feel free to use free online tools, just so long as they produce what will resonate with your target audience and will compel them to purchase from you. If your website lacks professionalism, expect to lose business to your competition. If your website enhances your reputation, builds trust and presents your business as a highly professional organization, then by all means use the tool. Ask your customers and prospective customers what they think about your website — this will provide you with insights into whether your current website design is helping you or hurting you.
March 14th, 2009 at 4:08 pm
This article is very interesting and a gentle reminder to re-visit your web sites design and make changes to keep up with not just new web site standards, but fresh content. My husband and I have a small business designing remodel additions & custom homes, landscape design, and even visuals of 3D homes. We needed a website to promote our business and show pictures of the work we do. I design my website mddesignhomes.com using site builder (free), and because site builder could not do slide shows, I used Adobe Fireworks. I have questions on how to generate user engagement, and publishing ads for extra revenue during the housing down turn.
Thanks for the advice,
Gail Devine
mddesignhomes.com
March 16th, 2009 at 4:36 pm
A home page that rambles on endlessly is not one page, but several — break it up into smaller topics and put those topic links somewhere prominent and BOLD.
Four hundred words or so should be the upper limit on a page which is making a sales pitch … preferably a LOT shorter. Again, if you need to use more than 400 words, are you still on the same topic? If not, break it out. At the very least, break it up with white space and headings.
I am curious … are the impatient ones (sub 3 second) more likely to be buyers or those who are willing to give a promising page, say, 5 seconds, more likely to have come there with the intention of purchasing?
March 21st, 2009 at 6:00 am
Gail, thanks for your comments. What are your questions on user engagement?
I think that with a business related to the design of remodel additions and custom homes there would be quite a lot of opportunity to introduce engagement into your website — especially around empowering your site visitors to get involved in the design process. This jump starts their imagination, hopes and dreams.
With regards to ads, I would recommend that you shy away from this for now. First of all, the objective of your website is to generate leads for MD Design Homes, not to drive traffic to advertiser sites. According to the market research firm Compete, your website today does not drive enough traffic/page views to get you the advertising rates and fees that would make a difference to your bottom line. So, it would probably be a major distraction, taking up your time without ROI.
If you would like to discuss further, feel free to email me at any time at info - AT - WebsiteMarketingNOW.com.
I hope this was helpful.
-Tom
March 26th, 2009 at 6:36 pm
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April 4th, 2009 at 12:06 am
Tom, thanks for giving me something more to think about. without a full staff to keep everything running I sometimes feel as if I flutter from project to project and need to be reminded to slow down in order to catch up.
I have been giving thought to your comments on “empowering your site visitors to get involved in the design process. This jump starts their imagination, hopes and dreams.”
This is easy to do in a one on one basis with a client in person or even on the phone, they make a suggestion we draw and show their ideas either in person or via pdf files, but I’m racking my head trying to come up with a website layout process “to introduce engagement into our website — especially around empowering our site visitors to get involved in the design process”.
Any additional ideas would be greatly appreciated. As it is I spend un-told hours trying to “viral” market, just to keep our name in the fore front, but I have to say the hours are numerous and I can see why you would need an employee just for that, unless of course my approach is all wrong.
Gail Devine
mddesignhomes.com
April 21st, 2009 at 1:12 pm
Gail, how about introducing an interactive design tool on your site, similar to what Sears or Home Depot do on their sites? This would enable your site visitors to play around with different designs prior to talking ‘live’ with you, thus perhaps making your initial discussions more productive?
Or, you could introduce an “Ask the Designer” or “Ask the Expert” section on your site. This has the duel benefit of enabling engagement while also reinforcing your identity as an expert.
Another idea would be to enable your site visitors to upload scanned drawings through your site. You could promise them a high-level quick assessment within 48 hours or something along those lines.
You could also offer a 5-10 page Guide, downloadable from your site, helping first timers learn the steps in designing a new home. Require that they complete a form with their contact information, so that you can follow up with them.
Hope that this ideas are helpful.
-Tom
May 2nd, 2009 at 6:29 pm
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June 20th, 2009 at 4:21 am
Thanks Tom for post this article. i feel very happy because i learn something new today. Thanks again for sharing.
October 6th, 2010 at 9:46 am
Great post this. I personally don’t like sites that use pop under ads
November 13th, 2010 at 9:41 pm
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January 3rd, 2011 at 3:32 pm
Too much video or audio. Audio that switches on automatically annoys everyone! Using video sparingly like we have done on our cleaning business consulting website really adds value and keeps people on your website, but do not over do it. Here is an example of good use of video - http://www.start-cleaning-business.com/about-our-ebooks2.html
January 17th, 2012 at 3:52 pm
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April 18th, 2012 at 5:35 pm
Well, I’ve come to find out that simple, minimalistic sites work much better these days. I guess people got bored of pretentious graphics and shiny pages and wanna go back to the simplicity the web once offered.
Content is king of course but overwhelming websites send people away these days nonetheless.
Too many ads, too many media will do the trick too.
Just keep it simple and provide your visitors with quality. It should be enough.