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4 Biggest Website Mistakes that are Driving Your Visitors Away

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Inbound marketing, by its very nature, involves bringing as many people as possible to your company web site.

It’s relatively surprising, then, how many marketers and business owners make common mistakes that drive people away from their web site.

Unfortunately, some marketers don’t even realise that they’re making these errors. Here are four of the top mistakes that will cause people to leave your web site.

1. It Loads Too Slowly

You might have a great web site with excellent content, a sleek design, and great visuals that’s also easy for visitors to navigate. But if it loads too slowly, there’s a strong chance that these excessive load times are driving people away from your web site.

Research shows that 47% of consumers online expect a web site to load in two seconds or less. After 4 seconds, the abandonment rate for a web site is greater than 25%.

This means that more than one out of every four users will leave your web site if it takes more than four seconds to load. Take a look at your web site using a tool such as Web Page Test and see how quickly it loads: if it takes more than four to five seconds to load, you may consider taking steps to make it lighter on resources.

2. The Colours Aren’t Right

This may seem like a subtle element of your website’s design, but if your colours aren’t right it will be difficult for many of your visitors to read text on your pages. Avoid colour mistakes like lighter colours on a white background, excessively bright colours, and many coloured boxes on the same page so that your site isn’t an eyesore for your visitors.

Too many colours and having too much going on is not a nice experience for your site visitors.

Too many colours and having too much going on is not a nice experience for your site visitors.

3. There Are Too Many Ads (Especially Popups)

Advertising revenue can be valuable, but if you overdo it that revenue will come at the price of your potential customer base’s attention.

Consider the fact that an average banner has a click through rate of just a tenth of a percent. Pop-up ads in particular are considered to be bothersome to web site visitors: some reports show that nearly three out of every four computers are equipped with software designed specifically to block popup advertising.

Think about whether or not your display advertising campaign revenue is worth the potential annoyance that it will pose to some of your page visitors. If it won’t be worthwhile, you may need to scale back your advertising some.

4. It’s Not Responsive

Mobile devices like tablets and smartphones have been on the rise over the past few years, and statistics show little sign of their use slowing down: according to Nielsen, use of the mobile web is growing 8 times faster than adoption of the early versions of the Internet in the 1990s and 2000s. By 2017, it is estimated that the overall mobile content market in the United States alone will be worth $18.6 billion, nearly a threefold increase from its $6.5 billion valuation in 2011.

Despite the importance of having a site that can be loaded on a smartphone or tablet, many business owners and web site marketers today still make the mistake of not optimising their web sites for access on mobile devices. When you consider that the majority of users that browse mobile web sites expect them to load as fast or almost as fast as when browsing sites on a desktop computer, your organisation is at a real disadvantage if you don’t have a mobile-friendly web site. Be sure that your web site can be loaded on several different browsing platforms to avoid this problem.

With these four solutions, you can feel much more confident that your web site is smooth and satisfying to your visitors, which means they are more likely to stay on your site and become leads, bringing you more success with your inbound marketing efforts.

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