Why Are Customers Abandoning My Website?
You’ve dedicated yourself to creating a website for your business. The site is up and running and you’ve done everything in your ability to capture the essence of your company. You’ve put marketing initiatives in motion – but your customers simply aren’t responding. Whether they're abandoning your website immediately or once they've added items to their shopping cart, it’s clear you’re in trouble.
You’ve hit a major roadblock. Your sales are down and the worst part is you can’t pinpoint exactly what is causing your customers to abandon your website and even if you could – would you be able to fix it yourself?
While the list of potential issues could be minute or expansive, securing online conversions takes a special combination of factors working as a well-oiled machine to truly allow your business to reach its full online potential.
If you’re having trouble keeping customers on your website, consider whether you’re making any of the following common mistakes to cause visitors to leave without converting.
Content is still king – be it video, text, or infographics. Great content is what will set your website apart from the masses and will deliver your business’ unique message to the heart and mind of your customer. Businesses that have prioritized content development as part of their inbound marketing strategy achieve higher return on investment and conversion rates. More developed on-page content has often been proven effective in achieving higher organic search engine results listings, thus leading to spikes in website traffic and conversions.
It is critically important that your website’s content is developed to align with whatever your current marketing goals may be. For example, you’d never ever launch a new Spring clothing line without promotional content in the form of photography, video, blogs, category, and product content – doing so would lead to a lack of conversions and would cause a majority (if not all) customers to abandon your website.
You’ve dedicated yourself to creating a website and it’s already outdated. While this is frustrating, it’s not uncommon for business owners to ask, "Why are people abandoning my website?" With the rise in mobile data usage and approximately 50% of Americans purchasing on smartphones, it has become a necessity for businesses to become mobile-friendly. Many businesses are now even taking to a “mobile-first” approach in redesigning their websites, which is proving to increase visibility, sales, and lower bounce rates.
Despite the necessity of a mobile friendly website in today’s world, not all web developers and designers fully understand what it means to be “mobile friendly,” thus, leaving many stuck with websites that aren’t on par with the most recent technologies.
Simply setting up a website and having conversions doesn’t guarantee you success. You must be able to understand how these conversions came into place and doing such is possible with tools like Google Analytics. Google Analytics has become the standard for businesses of all sizes to track online data and metrics. It’s a powerful tool designed to understand and analyze consumer demographics, conversion data, and learn more about how users are actually interacting with your website.
If you’re failing to take advantage of Google Analytics or a similar tool, you're missing out on valuable business insights. Utilizing Analytics will objectively provide you with actionable insights to help you put the best foot forward for your business.
Maybe you’ve created strong new content and copy that would impress Hemingway himself – yet your landing pages aren’t performing as well as they could be. Despite making changes, you’re still not satisfied with your overall conversion rates. The process of Conversion Rate Optimization (CRO) can be a long and laborious one – full of A/B testing, funnel analysis and micro-moment analysis used to reveal the underlying issues worth fixing.
Regardless of what stage you’re at in the process or what your website looks like, it’s important to look at your situation from all angles and figure out how to optimize for the best conversion rate.
By addressing these top issues of your website, you should notice a major uptick in your conversions and your website’s overall performance. This list, however, isn’t exhaustive and only a complete audit may determine the exact cause of where and why your customers are abandoning your website.