I recently went to a business networking meeting. It was a nice little meeting, well attended, great food, and even some entertainment that everyone was looking forward to. I had a lot of great conservations with many people BUT there was ‘that guy’ there who came up to me, rudely interrupted the conversation I was already having and started pushing his own agenda on me.
Worse, his breath was horrible, he had a ketchup stain on his shirt, and he didn’t ask any questions about me or my business, and only PUSHED himself on me asking how I could send him business. Ugh… I couldn’t leave the ‘conversation’ quick enough with ‘that guy’….
In today’s post I want to show you how many small business Websites are acting just like ‘that guy.’
In website terminology we call this “Bounce rate.” Bounce rate means the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
These days the majority of visitors will leave your website within 10-12 seconds.
You have to understand that website visitors are looking for any reason to hit the ‘Back Button’ and go elsewhere. This is especially important if you are running a Google AdWords campaign and are investing real money to get the right people to your website.
It’s critical for you to make sure that you’re not doing anything that would encourage that sort of bad behavior. Often times it could be things beyond our control. Other times, there are definite no-no’s that cause your hard-earned visitors to run away.
Let’s take a look at 5 ways that happens, and what can be done about it.
5 Surefire ways to send your hard-earned visitors packing by acting like ‘That Guy’
- Incongruent With What They Are Searching For – 96% of people will go to Google to find answers to their questions (this includes choosing who they should or should not do business with). If someone goes to Google and searches for a specific thing like “Personal Injury Lawyer Nashua NH” and they land on the main page of your website and can’t easily find what they were looking for they hit the Back button. If you are going to intentionally drive someone to a specific page with an advertisement (ie. a Google AdWords ad) then make sure the page content matches what you promised in the Ad they clicked on.
If it doesn’t, they are out of there…
What’s more, if your content is not helpful or just plain horrible, a similar result will follow. Congruent landing pages that match what people were originally searching for makes it easy for your web visitor to find EXACTLY what they were looking for and know without a shadow of a doubt that they are in the right place and that your website has the answers they need.
- Slow Website Speed and Not Mobile Friendly – This website mistake just slaughters you and can turn away a lot of qualified visitors that might have turned into paying customers. If your site takes more than 3 seconds to load, you can say goodbye. (If they were still there) Keep in mind the types of content that causes pages to load slowly, such as large image files, videos and gauge this accordingly.
Also, in this day and age if your website landing page isn’t mobile friendly (ie. how does it look on a 3-inch Mobile Phone screen) then they will likely hit the back button and go find help elsewhere. Make sure your site loads fast and is mobile friendly.
- Video Autoplaying – This is a ‘That Guy’ problem that bugs a lot of website visitors. When someone arrives on your website or Landing Page and your video or audio starts blaring at them, they usually leave as fast as possible (especially if they are searching the Internet while they are supposed to be working and don’t want their coworkers to know it). ;-)
Unless this is a video sales letter, there’s no reason to set this up this way and we recommend against it. Video is a GREAT addition to landing pages as it can nicely decrease bounce rate but give the visitor the option to hit the Play button IF they want to watch it – don’t force it upon them.
- Making It Difficult For Them To Contact You – This is a HUGE conversion killing problem we see with lots of websites. Lets say someone does click on your Google AdWords ad, lands on your website, likes what they are seeing and they believe that YOU can help them BUT then they go and try to figure out how to contact you and can’t find where to do that say goodbye to that quality lead.
Don’t Make Them Think – Don’t make them hunt for your business phone number or a ‘Contact Form’ to reach out to you. In fact, on a landing page if you don’t have you phone number prominently displayed (usually on the top right hand corner of your site) and have a “Contact Form” right on the Landing Page then you are ‘leaking’ web visitors. The more friction in the process the less likely they are to contact you. If they have to click another link to then go to a Contact Page I can guarantee that you aren’t converting as many website visitors into leads.
- Not Letting Visitors Contact You On THEIR Terms – Another mistake we see often is when a business website only offers ONE way for you to contact them (ie. only a phone number or only a web Contact Us form). When someone visits your your landing page you should let THEM choose how THEY want to contact you. Don’t force them into one method – have at least these two options available and you may even consider offering Fax and even ‘Live Chat’ just in case they prefer to contact you in that matter.
Avoiding these 5 mistakes on your website will help you avoid being ‘That Guy,” deliver a better user experience, and drive more Customers into your business.
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