Why visitors leave your site
You work hard on your site. You write great content, pick the perfect pictures, position your product – but people are still leaving. Why?
We’re at an unprecedented time in history where people have come to expect instantaneous service, results, purchases, and even deliveries. We live in the age of Uber, Amazon drone delivery, and Netflix binge watching — it’s a time of give it to me now.
When users come to your site, they expect a good experience. If they don’t get it within 30, sometimes 10 seconds, they leave. That translates into lost dollars for your business.
Here are some of the top reasons visitors leave your site and what you can do to fix them.
Poor Site Design
Design matters. It creates a sense of trust and awareness. If your site still looks like something your nephew made in 2003, it’s time to consider a redesign. Because users who hit a site that looks like it has a design as old as the internet aren’t going to think you have much they need.
Redesigns don’t have to cost an arm and a leg. There are a lot of Word Press themes, templates you can buy and edit yourself, or any number of design studios who can help you get a new site online.
Send me a note and tell me about your design woes. I’ll take a look at your site and tell you three things:
- What you need to fix.
- Who can help you (it may be us or we may refer you elsewhere).
- What you should invest.
If your site still looks like something your nephew made, it's time to consider a redesign
Well written copy, fonts, how content is broken up, and layout all play a major role in the readability of your site.
Writing copy is an art. While your basic rules for writing an essay still apply to web copy, the tone and reading level are likely different. I use an informal tone on my site because I am aiming for my site to feel conversational. Whereas, a financial site would want to elicit a sense of trust and may take on a more formal tone in certain content areas. From a reading level perspective, the rule I follow is to write for an 8th-10th grade reading level and to test copy using a readability tool. I like readability-score.com and try to run all of my blog posts and any client deliverables through there.
Georgia tested as the most legible font in a recent eye tracking study conducted by Google and IBM with Garamond being another close alternative. Both are serif fonts. Participants in this and other studies completed reading text in serif fonts faster than sans serif fonts such as Helvetica. The best approach is to find a responsive web font that tests well with your users.
Size matters just as much as font type. The standard for body copy is 16 pixels for maximum readability. The standard for headers is 38 pixels. This is an easy fix for most websites and will immediately improve readability. Most people read at about two feet away from their computer screen. At that distance, it just seems kind to increase the font size.
Best practice for layout includes making sure your page isn’t cluttered, leaving enough white space, and using background images and colors sparingly.
I hope this article helps you. I’d love to hear from you, if you have advice to help improve this article, comment below or tweet your opinion to @karenlpassmore.