The Five Website Taboos That Could Be Driving Your Visitors Away

Building your website – What ‘NOT’ to do

What would happen if you walked into a shop and you were bombarded by salespeople asking you if they can help (yes, we know it happens and most of us here at BORN hate it as a sales technique), or, conversely, when you really need help but there’s no one around to serve you, or you know you’re in the right shop, but you can’t find the products you want no matter how hard you search because there’s no rhyme or reason to the layout of the store?

Most of us would leave in frustration so that we can find the goods and services we want elsewhere. And it’s no different when using the internet.

Here we take a look at the top five taboo website issues that will leave your customers unsatisfied, irritated and likely never to come back!

1: Slow page loading

Slow page load speeds are one of the top three web development issues that our clients need help with. It’s the online equivalent of standing in a slow moving queue while three customer assistants stand around talking about what they had for lunch. It’s infuriating and bad for business.

If you have used precious marketing budget to get a potential customer to your site, the last thing you want is for them to bounce. Research tells us you have just 3.5 seconds before a visitor will leave if your page isn’t loading properly. And frankly, it doesn’t matter if the image which will appear after five seconds is the most beautiful and engaging image ever put online, your website audience won’t wait for it.

Here are four ways to combat slow page speeds:

  • Use a dedicated server, or, at the very least, a faster server.
  • Optimise your images.
  • Use Google Tag Manager to load plugins from Analytics, Adwords, Facebook, Live Chat, and Call Tracking
  • Ask BORN Thinking to help improve your site speed

2. No mobile optimisation

It doesn’t matter how good your website looks or how well it works on a desktop PC if it has not been optimised for mobile devices.

According to TechJury:

  • More than 80% of internet users use mobile devices for browsing.
  • Up to 70% of web traffic comes from mobile search.
  • Google searches account for 96% of search traffic on mobile devices.
  • 80% of Alexa’s top-ranked websites are mobile friendly.

They also say that 83% of mobile users “expect a flawless experience” when they visit a website on their mobile device.

So, do you know what sort of experience visitors are going to get if they land on your website from a phone or tablet? Do all your images resize properly, are your forms usable and functioning correctly on mobile? Does the look and feel of the experience on a mobile device match that of a PC?

If you don’t know the answers, you can try this tool:

And if you find out that your website is not optimised for mobile, BORN Thinking can help you put things right.

3. A confusing explanation of your offer

I recently searched for “house clearance services”, with a local geographical qualifier. I clicked on the no. 1 organic website return (not an Ad) and was presented with some very flashy, scrolling imagery which made it look like the firm installed office furniture and only went into clean and tidy houses. This carousel of lovely but irrelevant images was followed by a large expanse of text explaining the background of the firm’s owner and the entire gamut of their house clearance services.

My second click presented a much more basic website with short amounts of text and clickable boxes to explain “A bit about us”, “What we do”, & “What our clients say”. There were two pictures of vans, one of a box of stuff and another of a handshake. And a contact form to fill in just before the footer – it looked perfect for my needs!

Visitors don’t have time to search for what you do amongst explainer videos and reams of text. Your website’s first impression has to immediately and clearly show the user what your service or product is and match with their expectations. You can have the best product/service, the best team and all the right testimonials, but if your message is unclear or buried behind meaningless imagery, that hard-fought-for visitor is going to say, “No”, this isn’t what I need or want.

BORN’s creative team work closely with our clients to understand their key messaging and to ensure their website provides immediate clarity for visitors.

4. Popups within the first five seconds

Presenting popup messages as soon as a visitor has landed on your website can be very disruptive and may cause user frustration and confusion.

Timing is crucial when using popups; for example, offering a special “money off” deal via a popup too early in the customer journey may lead the user to distrust your pricing policy.

Of course, some popups are useful in the right place at the right time, but, generally, the visitor should be given time to get acquainted with the site before being bombarded with extra messaging that they haven’t requested, especially if it’s a contact form or a “chat now” popup.

Most users are likely to want to make their own decision about when they contact you, and a hasty popup, presented too early in the visit, may make them leave the site.

BORN Thinking advocates the use of neat, trackable contact forms and/or highly visible “Contact Us/Buy Now” buttons, available on all pages, so that the user can engage with you when they make the decision that they are ready. The volume of clicks and form completions can then be tracked to allow you to understand how your marketing budget is working for you. This data can then be fed through to Adwords, Instagram or Facebook to help them identify and send you the perfect converting customers.

5. A messy and disorganised layout

Clutter causes confusion and can distract visitors from the key messages or conversion opportunities for your product or service. Creating a clear visual hierarchy is key to optimal user experience (UX).

When creating a website, the key design decisions will be driven by the web design team gaining a full understanding of your brand objectives and interpreting those needs into practical and aesthetically engaging UX. This in turn ensures your website provides immediate clarity and increases the likelihood of converting a visitor into a customer.

Your customers need to be guided down the page efficiently and this cannot be achieved unless the elements which are most important to your message and goals are placed in the right order. This will include thoughtfully designed calls to action (CTAs) and considered composition of all visual components to help the page flow and create a better reading experience.

BORN Thinking and creating the Yes-Yes website

Talk to BORN Thinking today about how we can assist you in improving your website’s first impression and creating the perfect method for conveying your products and services. From great design and UX to mobile optimisation and a flawless technical presentation, we can help.

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