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5 Ways Your Website is Failing

11/24/15, 4:32 PM

As attention spans have become shorter and shorter and the sheer volume of available content devoted to one subject increases it has become increasingly important to make sure your website avoids typical potholes or miscues. Below is a list of five things that might be causing your bounce rate (people leaving your site after only viewing one page) to go up:


1. Your Website Takes Too Long to Load

One Mississippi, two Mississippi, three Mississippi. That’s how long it should take for your homepage or landing page to load. If it takes much longer than three seconds, your visitors are likely becoming impatient or disinterested and then moving on.

Every second counts. In a recent survey, KissMetrics found 48 percent of online consumers expected a web page to load within two seconds, while 40 percent of visitors would abandon a site that took more than three seconds to load.

Load time even affected brand loyalty, as 52 percent of online shoppers state a quick loading page is important their site loyalty. See how your site stacks up here.

2. There is No Narrative or Path to Conversion for Your Visitors to Follow

After your visitors and/or potential customers land on your homepage, they should have a concise, easy-to-follow path to conversion. Visiting a website is about gleaning information. Even if your end goal is to convert your visitor to customer by way of an online purchase, you must give them the proper information and arrange it in such a way that propels their interest and desire to know more.

A site narrative is the manner in which this information is presented, as well as the tone in which it is spoken. Users should be guided gently down the desired path, not overwhelmed with excessive data and facts or expected to grasp every last detail. It’s best to think big picture. Walk with your user step-by-step and ask yourself, ‘how am I providing value?’

3. You are Missing a Call-to-Action

Maybe you’ve laid out the perfect path for your user to follow - great! But once you lead them to the final page ,it’s now time to push them over the edge (figuratively speaking of course).

You should have established a target market demographic and identified what types of users will be visiting your site. This research and the type of industry you are in will determine the call-to-action messaging and tone.

Ask yourself what you want the user to do next, such as “Become a Member”, “Subscribe to Our Mailing List”, “Download”, or “Donate Now”. All of these call-to-action messages are direct, to the point and definitive. Don’t be shy now, you’ve come this far.

4. Too Much Flash

No, not Flash the player! (Although we really shouldn’t have to tell you that incorporating Flash on your site can be cumbersome, slow and can create a nonuniform experience for all users.)

What we mean by “flash” is style over substance. Is that never-ending background video adding value to your viewer’s experience, or is it slowing your page load time down and maybe even sidetracking your user’s attention?

Don’t add unnecessary design elements unless they have a purpose. Adding a parallax effect to a website for solely the ‘cool factor’ is never a good idea. These nonessential elements can be distracting and can actually inhibit your user as they move along their journey from discovery to conversion. Users should not have to navigate a maze of pages, drop-downs or other hurtles in order to find the informations for which they came.

5. That Inactive Blog

How many blogs does your site have and how often do you post?

A blog with only two posts is not helping anyone. A blog is a tool and should be used regularly to connect with the interest and needs of your company’s audience. Your blog can be a resource for your customers, as well as those in your industry.

Another thing to consider is the quality and depth of the content within your blogs. Typically, the ideal blog post is between 800 and 1,200 words. Long enough to be thorough, informative and convey authority while at the same time being concise enough to be an easy-to-read digestible length. Much like this one!

Is Your Website Failing? It’s not too Late to Turn it Around!

Ready to get started on fixing some of your newly discovered website’s miscue? Our experienced team of UX designers and developers can assist you in designing and constructing a website that is functional, user-friendly and ascetically pleasing.

To get more information on our design and development services, please call 866-387-7962 (or in the Charlotte, NC area, 704-454-2866) to speak with an account representative or visit Sync Web Designs’ website to get started!


Topics: Web Design

Randy Smith