Are you concerned that your website isn’t working as hard as it could be for your business? If web sales are lacking and you get little to no engagement from your online platform, chances are you’re missing out on valuable enquiries and sales.
But all is not lost. Here are 5 ways in which your website could be costing you money – and what to change to make sure it’s performing well and encouraging those all-important conversions.
It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website. If they like what they see, they’ll stick around. If they don’t, they will bounce straight off the page.
And even if they are initially impressed with what you have to offer, studies show that 38% of people will stop engaging with your content if they then find the wording or design to be unattractive.
We know it can be tempting to cut costs and try to develop your website yourself, but in the long term, you could be doing your business more harm than good. For the best results, invest in a professionally put-together platform from an experienced, credible web designer who understands how different elements come together to create the best possible user experience.
Statistics show that slow-loading websites cost businesses more than £2 billion every year. Why? Because if your website takes longer than 2 to 5 seconds to render – on any device – over 40% of users will abandon it altogether, taking a lot of potential sales with them.
High resolution images that have not been optimised correctly are often behind a slow-loading page. Make sure that none of your image files are over 1MB in size; use JPEGs instead of PNGs to increase the load speed; and set up image caching (as long as this doesn’t cause issues elsewhere).
If you have done everything you can to reduce image size and you are still encountering problems, your web server could be to blame. Consider upgrading your hosting package if you need more resources or moving to a private server if you are currently sharing space with other webmasters.
According to recent web use data, more than half of website visits are now taking place from a mobile device such as a smartphone or tablet. This is why it’s so important that your website loads correctly for different screen sizes and in browsers.
But great mobile web design isn’t just about making sure your platform looks pretty. It needs to be quick to load (see above!), and it has to be easy to navigate. Mobile users shouldn’t have to spend their valuable time zooming in and out of their screen to view your content, or hitting the ‘back’ button because they clicked on the wrong link due to inadequate spacing.
(If you need more convincing that responsive web design is the way forward, a recent poll confirmed that 57% of internet users will not recommend a business with a website that doesn’t work well on mobile.)
You’d be surprised how often our web developers come across this!
A website’s primary purpose is to get the user (your potential customer) to complete an action (something that represents a positive gain for your business, such as a sign up, an enquiry or a sale).
If there’s no indication as to what the user needs to do next, the call to action (CTA) is missing – and the user, frustrated by the lack of direction, will be likely to drop away from the page and continue their search somewhere else.
If you are including CTAs in your design but you’re not getting much take up, your crucial sales messages could be getting lost in the page. You may need to make changes to its layout and content, such as adding accent colours or bold imagery to your CTA buttons to make them stand out, or revising the accompanying copy with more emotive and compelling language to make your proposition impossible to resist.
There’s nothing more frustrating than reaching a dead end on a website.
Try and look at it from your potential customer’s point of view. They’ve found you; they’ve been impressed by you; they’ve followed the path you’ve laid out for them, and they’re nearly ready to contact you or buy from you. But the moment they click on the link to the content or call to action that’s going to seal the deal, they’re presented with a 404 page – and they have to start their journey all over again.
Platforms that are rife with 404 errors will not only suffer less conversions, they will also struggle to rank as well in Google and the other major search engines. Sites that cannot be crawled quickly and easily are not exactly user friendly – and good UX is something that Google bots take into consideration when they are deciding on your site’s rank-ability.
Be sure to test menu links, in-text links and contact forms regularly to make sure they are all working as they should be. And, just in case you miss an error, make sure your 404 page template is themed up with your brand colours and contains links to your normal navigation menu or most popular pages. This will help to keep lost users on the site.
For more expert design and usability advice, contact us now to arrange your FREE landing page audit. We’ll take a look at what you’ve got, then suggest ways to improve it for better engagement and a higher conversion rate!