Have you ever wondered what the most popular reasons are that people
leave websites? Recently, KISSmetrics put out some very interesting
data and numbers that should help every marketer out there understand
their viewer behavior just a little bit better.
Poor Navigation and Layout
If your website is poorly designed and difficult to navigate, people
will leave it. Quickly. Don’t make this mistake and be sure to use
logical and intuitive design when planning your layout. The main
navigation links should be across the top or down the left of your
screen. All pictures should be clear and related directly to the site,
telling a story or providing information. Your text shouldn’t contain
confusing links which are vaguely labeled and buried in the main body.
Additionally, always add a sitemap.
Have you ever gotten to a site and had pop-up ad after pop-up ad? Or
Flash ads or content that fills the entire screen which leaves you
searching for dozens of little “X” buttons on the boxes every few
seconds? Horrible. This is why people leave sites: too many ads.
Never let an ad be the first thing to welcome your visitor to your site.
They shouldn’t be obtrusive or cover up a portion of the content as if
to say, “You’re only allowed to read that after you pay attention to
this ad!” Keep it tasteful, relevant and as always, make sure your ads
are much, much smaller than your content, otherwise you look like a spam
Horrid Structure of Content
If your site is a jumbled mess of content where nobody can find what
they are looking for, watch your bounce rate climb through the roof!
There should be a logical flow to your content as it draws visitors
deeper into your sales funnel at each step. Keep content that should be
together all on one page, not scattered over three or four. Group
similar content together to make it easy to navigate deeper into the
subject matter. Highlight keywords and don’t forget subheadings in
Automatic Audio and Video
People can find a video on your page if they want to. They don’t need
you to auto-play content and possibly blow their eardrums out if they
have headphones in, wake up the baby if they forgot to turn the speakers
off or slow-down their loading process with the extra process.
Give them the option to start the audio
or video themselves, or at the very least, start the volume very low and
give the user a quick option to exit the audio or video without exiting
You’ve been Googling for half an hour, you’re about to lose your
mindâ€”finally, you find the product you’re looking for, get on the site
and BAM! A registration requirement pops up acting as a physical
barrier between you and the pot of gold. You consider signing up but
you will not give into this type of bullying! You hop in your car and
drive off to the store to buy the product, happy that you defeated the
evil internet for at least today. Yeah, don’t be that website. At
least offer a little preview or demo first so they can see what you’re
offering before you twist their arm.
As you can see, an intelligently designed and well-written and
thought-out website can eliminate a lot of high bounce rates that are
out there. If your product or service is great, give it a chance to
speak for itself. Don’t lose the war before the battle even begins!