Is Your Website Suffering From Abandonment Issues?

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Directing traffic to your website is half the battle … retaining that traffic is an entirely different story.

Your website may feature great design and easy navigation, but if visitors don’t stick around to learn more about you, your practice, your products and services, you may be experiencing a case of “website abandonment.”

Do you know why visitors are leaving your site?

Google Analytics is an effective tool that can help you unearth the core causes for abandonment. Its In-Page Analytics and Top-Exits features will enable you to understand what visitors do when they land on your website and why and how they leave—including the specific page where most visitors terminate their visit.

Let’s look at the five main causes behind website abandonment:

1. Extended Load Time
The longer it takes for an iPad or iPhone application or webpage to load, the more we are prone to abandon it. According to a study conducted by the Aberdeen Group, a one-second delay in page load time equals 11 percent fewer page views, a 16 percent decrease in customer satisfaction and 7 percent loss in conversions. Given these facts, routinely check your site to insure that loading time is up to par.

2. Not Knowing Your Audience
If you do not know exactly the audience you’re addressing, you will fail to keep visitors to your site interested, because your messages will not be on target. Attain an in-depth understanding of your audience and the issues and problems they’re experiencing and unambiguously articulate the solutions you can provide. When a visitor finds a solution to her problems on your website, the odds she will leave the site drop dramatically.

3. Message Inconsistency
Your message should be clear, concise and in a language that everyone can understand. Avoid extensive copy and dense paragraphs. Be focused and use bulleted paragraphs to quickly engage visitors’ attention. Ultimately, content should be easy to follow and, remember, talk to your audience instead of at them.

4. Poor Usability
Traditionally, when navigating a site, a visitor’s visual pattern begins at the top left corner of a site and extends to the right and down. This general rule will help you gauge how to strategically place your most compelling messages and content. At our agency, we consistently encourage our clients to rely on an additional set of eyes to understand how visitors view their sites. An inexpensive way of doing that is to seek help from a few friends who know close to nothing about Internet marketing and technology. Observe how they navigate your site, what sparks their interest and what doesn’t and take note of their process and comments. This test may be a bit time consuming, however, the information you will gain will outweigh your investment in time.

5. Lack of Video
Placing a video on your website may significantly increase the time visitors spend on your site.According to a study conducted by YouOnTV, the average time spent on a site that features video is 5 minutes and 50 seconds, which is 5.33 times longer than a visit to a traditional text-only site. Video provides a one-stop shop for information that keeps the user engaged on your site, reducing the need to navigate to other sites. It is also important to know that research conducted by Dr. James McQuivey of Forrester Research Inc. discovered that one minute of video equals 1.8 million words. Therefore, in a single frame, a video can deliver the same amount of information as three pages of text.

As always, I welcome you to share your experience, pose questions and leave comments.

Claudio Pannunzio

i-Impact Group Inc.
Greenwich, Conn.

One thought on “Is Your Website Suffering From Abandonment Issues?

  1. Claudio, Thank you for this insightful post. I would love to add that I see too many advisors cluttering their sites with calculators, links to 100 different sites, market trackers, and ticker symbol lookups. Keep your web site focused on the viewer — what are their issues and how can you help.

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