Having a profitable website is on every online entrepreneur’s wish list. Getting the site set up with an elaborate and eye-catching web design and watching the numbers grow along with the business is a dream come true.
But what if you wake up one morning and actually see that your numbers are on the decline? What if your analytics tools tell you that bounce rates are high and that you are hardly hitting the site traffic numbers that you were getting when you started out?
Sounds like a nightmare right?
It is a nightmare and one that you may not wake up from if you do not make changes to your site right away. But what changes do you have to make?
If you are using analytics tools, then you are one smart cookie. Most people would not even bother. But that is only half the battle. You have to know the specific reasons why your analytics tool is telling you that your site sucks, only then can you begin to make the necessary changes.
Here are some common reasons why site visitors begin to dwindle in number after a seemingly good start.
Site content is unreadable
Before you start firing content writers left and right, let us first define the word “unreadable” as used in this context.
When we say your content is unreadable, it is because of your stylistic choice rather than the actual content. The font you use for your text is very important in ensuring your site visitors are engaged in the site content instead of trying to figure out what it is they are looking at.
Not all fonts are created equal, and some are just considered downright unreadable. Avoid using these fonts. Some examples of fonts that appeal to site visitors are Pelican Books, United Strands, and Norwegian Rain.
Navigation within the site is confusing
Specific site content should be easy to locate and access as far as the site visitor is concerned. A visitor who gets lost on your site and fails to get what he or she wants after a few tries will just give up and leave.
Don’t think for one minute that they will return.
So make sure that your site has that well-organized feel to it. There should be no confusion as to what direction a site visitor must take to get to where they need to be on your site.
Visitors will leave if your site takes forever to load
Site visitors don’t have the time and patience to wait for your site to load. If after a few seconds your site fails to load, visitors leave.
A study has shown that this is true within the first three seconds of a site visitor trying to gain access to your site. The study shows that you tend to lose 87% of your visitors if your site does not load within the first three seconds.
That is a very staggering figure and one that merits immediate attention. Increasing your site’s page load speed should be a top priority if you find that it is too slow.
Failure to put a call to action button on your site renders it useless
Let’s face it – A site that promotes business must have a call to action button in its web design if it is to be taken seriously.
The CTA button tells the visitor that there is an endgame to his efforts and a rewarding end at that. This is all part of being a well-designed site in the eyes of the visitor. Being well-designed promotes trust in your visitors and encourages them to explore your site further.
Too many ads can cost you customers
Ads are not entirely a bad thing. If anything, they can be good for the business.
Owning a site can be expensive, and running ads in them can be a game changer. However, keep ads to a minimum so as not to swamp your site visitors with unwanted information.
Don’t let ads get in the way of conveying the real purpose of your site, and that is to cater to your customers. Letting unwanted ads come between your visitors and your site can prove to be very costly and should be avoided altogether.
So when you find yourself wondering what happened to your dream website when it even has a kick-ass web design and why all of a sudden visitors are trying to avoid it like the plague, consider addressing the aforementioned reasons and watch your numbers grow once again.