How to convert would-be bounces to leads
Once your copy garners a click, what happens? Do your buyers cruise your website searching for information on your product and services? Perhaps they read your blog posts and subscribe to your mailing list. However, when it comes time to move to the next buying stage, you lose them. What happened?
Here’s the thing—consumers at all levels expect a mobile responsive web design that provides a cohesive user experience. With nearly two billion websites and more created every day, buyers are inundated with information. Avoid a high bounce rate on your site by making sure that you’ve satisfied the needs of today’s tech-savvy customer and turn those would-be bounces into leads that convert.
Figure out why people leave your site
Blue Corona reported that 48% of people cited a website’s design as the number one factor in deciding the credibility of a business. If you’re facing a higher-than-average bounce rate, then start by reviewing your analytics. By looking at the various landing pages and exit pages, you’ll get an idea of where you’re losing your prospect. Identify your top pages with the highest bounce rate, then examine each for potential problems.
- Can viewers easily read the text on your site regardless of which type of device they use?
- Do you provide clear call-to-action with compelling imagery?
- Are both the typography and formatting easily scannable and not a strain to the eyes?
- Is your exit popup ineffective, annoying, or both?
Once you’ve analyzed each web page, then look at your website as a whole. If your site fails to deliver the information and experience users expect, then they won’t have the confidence to trust your brand or convert to a lead.
Can prospects navigate and find what they’re looking for?
Would-be buyers don’t have time to fuss with poor navigation. When faced with confusing navigation systems, error pages and broken links, they’ll hit the back button and check out another listing on the search engine. While specific user-friendly offerings, like bread crumbs and search bars, help consumers find their way around, staying on top of website maintenance is the only way to ensure that your site remains accessible for potential leads.
- Is a site map available and updated?
- Are URLs to related content, research, or social channels broken?
- Do you offer links to relevant content and associated products?
- Is your navigation structured and easy to use?
Do you give them the information they want?
With so many online choices, consumers won’t stick around if your copy is misleading or irrelevant. Start by providing concise meta descriptions that accurately describe the link you want viewers to click on. Once they click, then make sure the page is relevant to the user intent and search query.Do not just provide content that makes Google happy. Give information that reflects your prospect’s pain point and your solution, while using high-quality photography and video to hold their attention.
Is your site fast enough?
Nearly 50% of people expect a website to load in two seconds or less. If your visitors spend their short attention span waiting for your site to load, then they’ll bounce. Slow-loading images or pages decrease your company’s credibility and increase your bounce rate. Improve site speed by using a CDN, compressing images, and optimizing your site.
Is your site trustworthy?
Between data breaches, fake news, and a plethora of fly-by-the-night companies, people want to know that your company protects data. Not only that, but people crave social proof. Convert would-be bounces to leads by earning their trust.
- Display testimonials and include an image of your happy customer.
- Provide links to review sites for peer-to-peer information.
- Showcase relevant safety seals.
- Uses SSL certificates and secure credit card processing.
Can potential customers contact you?
44% of visitors will leave your website if there’s no contact information or phone number. Not only is lack of contact information result in a trust issue, but it also turns a split second decision into a bounce. Take the time to review your site using several devices. You should be able to locate contact information from any device within seconds.
With the fast-moving pace of technology, antiquated sites will see a decrease in conversions. There are just too many other choices that appeal to your prospect’s senses. Web design isn’t an enhancement to the customer experience. It is the customer experience. If you’re experiencing high bounce rates, then it’s time to audit your website and determine where improvements are necessary.