Accenture projects that U.S. consumers intend on spending on average $646 this holiday season, and according to Infogroup’s “Real-Time in the Real-World” report that 52% of website visitors will visit a closed business after looking up information online. Don’t let your website prevent you from getting the sale.
- Your Website Loads Slow
One thing that site visitors do not want to do is wait for your website to load after they have clicked thru because the back button is faster.
- Your Paid Ads Don’t Match Your Website’s Landing Pages
Information advertised has to be visibly found on landing pages, and land pages have to meet visitors’ specifics. Those specifics can be anything from your graphics, to your website colors or style, to your calls-to-action. Failing to meet runs the risk of a paid visitor clicking the back button.
- Visitors Don’t Know What To Do Once On Your Website
Cluttered or busy websites are ripe for visitors to hit the back button. Unclear or too many calls-to-action on the same webpage will cause visitors to hesitate as well as veer from what you want a visitor to do. Analytics is your guide, and the data insights course where as well as how to start testing change.
- Your Shopping Cart Is Secretive
Results from comScore found that 90% of online shoppers that placed goods in a shopping cart left without completing the purchase. There you are selling that perfect product at a fantastic price, but Sally who lives in Vermont is wondering how much her shipping costs will be. Your website does not disclose shipping costs until the third page of the checkout process. Sally begins the checkout process, but when she arrives on the page where shipping costs are disclosed; she realizes that they are too steep and leaves your site without completing the purchase. This not only wasted Sally’s time, but also left you without a sale.
Another scenario is that your shopping cart checkout requires too many steps to complete; therefore, keep the buying process simple and easy to use so that your visitor does not have to keeping clicking.
- Your Website Signup Wants Too Much Information
Only collect what you need because the back button is right there as well. The rest should be voluntary instead of mandatory.
- Review Hell
Not every review can be positive; however, negative reviews do need to be addressed. As difficult as a negative review is to read, address the complaint and resolve it. Also, internalize negative reviews to improve upon your brand. What’s more, avoid using a star only rating system. Star visual ratings should be used alongside context opinions because it’s the written opinion that counts not the stars.
- Your Website Uses Canned Translation Software
Hire and pay someone who speaks, reads, and writes in the language you need your website to communicate. In other words, hire a native speaker. Language is constantly changing, and subtleties of meaning matter.
- Your Website Is Not Mobile Friendly
Into day’s wired world, this is a must. According to Gatner (August 2013), worldwide sales of Smartphone’s grew 46.5% in second quarter 2013. This trend is not expected to slow either. What this means is that your website has to be mobile handy and optimized because mobile visitors don’t want to be redirected to your mobile homepage only to have to search again. Instead, a mobile visitor who clicks on your site’s URLs should land on the appropriate mobile landing page for what s/he was searching.
- You Lack Brand Image
Sure you have passion and drive, but that does not make a brand. You have to set your emotions aside to define your brand, and then communicate it to succeed. Websites are no exception because satisfaction and fulfillment are the neglected elements. What does your brand stand for? Why is that important? How are you going to deliver? Who are your customers as well as competitors? Where is the value? When will your visitor realize your value versus your competitor? Always remember, your brand is not what you say it is; instead, your brand is what your customers say it is. By meeting your website visitors expectations, your website wins while making it easy for your visitors to visit rather than abandon.