Why Visitors Leave Your Site before Taking Action

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From: websuccessteam.blogspot.com

By: Bob Speyer, President - Web Success Team

The measure of how well a website performs or underperforms has a lot to do with Bounce Rate, the percentage of visitors that leave a website before navigating to another page. I call these visitors “one and done-ers.” If you understand the reasons why they leave, you can improve your website performance and visitor response rates. So let’s take a look at the causes of high bounce rate and how we can fix them.

Seven Bounce Rate Busters

1. The 10 Second Rule: Design for clarity and presentation. First impressions are critical to the amount of time people will spend on your website. If you organize, simplify and optimize your site, people will gravitate to your business and feel more comfortable searching your content. User experience is everything. People are looking for solutions to their problem, not to be wowed or entertained. If your site is cluttered, too colorful, has dueling graphics or jumping flash animations, your visitor will feel intimidated or confused. If they don’t “get it,” they are gone in ten seconds flat.

2. Romancing Your Visitor: It’s what you say that counts. Your web content must capture attention. Headlines and subheads are vital, along with bullets and bolds. The viewer scans your content and doesn’t read from top to bottom, left to right. They read in sound bites, so choose your words carefully. Romance them, create mystery, intrigue and keep them wanting to learn more. Add value to your information. Visitors want to be convinced and to feel comfortable with you brand. They don’t want to leave. Give them a reason to stay.

3. The Road Map: Set a clear course for your visitors. Your navigation should be intuitive and easy to follow. Simplify your navigation bar by keeping only the essential pages that tell your story. People don’t want to be sold to, so don’t over-sell.

4. The Tune-Up: If your site is not functioning properly, the bounce rate will increase. Make certain all pages and links are fully functional. SEOmoz Linkscape gives full reports on which of your links are active and which ones have errors.

The final bounce rate busters – Lock and Key, The Match Game, and Black Hat SEO – will give you added insight on how to improve your site’s performance and keep visitors from leaving. Next week’s conclusion is definitely worth the wait. For a preview, email bob@websuccessteam.com.

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