3 Reasons Prospects Are Leaving Your Website (and How to Fix It)

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Have you ever walked into a party and, within minutes (maybe even seconds), wanted to leave? Most of us went – we were invited to an event but it ended up not being what we expected. Maybe the food didn’t look appetizing, the people weren’t very friendly, or it just didn’t give you good vibes.

Your website visitors go through the same kind of “vibe check” when they first land on your site, and let’s face it, first impressions are everything. How your website works, how it looks and what it contains are all crucial factors that help the visitor decide whether to stay or leave.

I’ve been here to tell you for decades working in marketing that there’s actually a lot you can do to lower your bounce rates (a visitor arriving and departing instantly), increase the dwell time of your visitors and convert more leads into leads and customers. Here are the top reasons I’ve found people leave a website quickly and how you can fix it.

Related: 11 ways to get visitors to spend more time on your website

1. They didn’t find the information they were looking for

Consumers will only tolerate some confusion when encountering a new website for the first time. No one wants to waste time trying to figure out what your business sells, how they can buy it, or other critical information. They won’t stay there to solve the mystery; they will leave and find someone else who will make it easier for them.

Solve this by:

Visiting your own website like you’ve never seen it and have no idea what your business does: I’m serious. You must be completely willing to vary your point of view. Be the potential customer. Think of what you would like to see and learn (as well as what you would like need see and learn) right away in order to move on to the next step buying journeywhether it’s picking up the phone or filling out a form.

Provide plenty of actionable information: Of course, spontaneous purchases exist, but in general, we do research before buying. We want info. We compare one product or service to another before making a purchase decision. Typically, your site should entice the visitor to take the next step, whatever that may be. So you want to provide the information necessary for this to happen. If you sell , you need the visitor to contact you, fill out your form and call you. Think about it. What would do you pick up the phone?

Make information about who you are and what you do accessible. You can add more content to your website by creating a blog, adding more web pages, and ensuring that all essential information is there. Also, make sure your the website is easy to read and engaging so they want to keep browsing and reading your content.

Related: 4 things your website needs to convert visitors into customers

2. They didn’t feel like they could trust you.

There are more scammers than ever on the internet and they are getting smarter every day. This has led the average consumer to think twice every time they interact with a brand or business online. The best way to resolve a prospect’s mistrust is to be as authentic as possible.

Solve this by:

Personalize your website with real photos and details: If you can’t afford to hire a professional photographer, take photos of your staff, office and products using what you have available, even if it’s just the camera of your mobile phone. Real photos (as long as they’re clear and not blurry or pixelated) are still better than canned images, as most consumers recognize a stock photo when they see it, and many are beware. Adding personal details like photos of you as the owner, a street view of your location, etc. will generate more trust from online shoppers.

Don’t be afraid to show creativity and personality in the way you tell personal journey behind starting your business, highlight your staff and let consumers know what you offer. The bland pattern copy is too easy to reproduce. The more authentic your content, the better.

Follow up with them via direct mail: If you’ve ever moved or been to the DMV recently, you know that mail is a mainstay among our country’s most trusted forms of identity and residency. You can’t even get a library card without it. Enduring mail status literally embeds trust, and it can be a powerful tool for any business that wants to build credibility and legitimacy.

Sending website visitors a postcard, brochure, catalog or other type of mail will help establish that you are a real person with a real business and products/services to offer. Be sure to include an address, phone number, and even a map on the card to build trust.

But how do you get a website visitor’s address? First, ask them! Use well-placed pop-ups and forms that offer something nice in exchange for their information. A free guide, samples, or a small gift card are great offers that require more than just an email to redeem.

Second, develop a direct mail retargeting campaign. Automatically sending a postcard to a website visitor or other prospect who has shown interest is a perfect way to remind them they were interested in the first place and position your business as credible. Look for a good direct mail company to work with who can run your direct mail retargeting campaign entirely on your behalf. Ideally, they should be able to design quality direct mail for you and handle the printing in-house to ensure quality.

Keep in mind, not all direct mail businesses are designed to deliver results to you. However, some companies may even capture the addresses of website visitors using geolocation technology installed on a website. Once a visitor’s address is matched, a postcard is automatically sent to them.

You may have to do some research to find these more high-tech, results-oriented direct mail marketing companies, but it will pay off when your phone starts ringing.

Added review: Positive reviews can easily be added to your website and marketing materials. Most consumers care what real buyers have to say about their experience, so make it easy for them to get your best reviews.

With my business, we don’t shy away from reviews and always encourage small businesses to get as many as possible. Business owners often worry about negative responses, but the key is to get more positive responses than negative ones. This is the ratio you need to focus on, not the only bad review you got 10 years ago from a disgruntled person.

Related: How to stop asking “Why isn’t my website converting?” »

3. They needed more time to make a decision

Some consumers are simply harder to influence than others. And according to the latest reports, younger generations like Gen Z are most likely to spend a lot of time scouring competitors and making informed buying decisions. You must therefore launch a fairly aggressive marketing strategy to interest them.

Solve this by:

Take a holistic, multi-channel marketing approach to increase engagement: Coordinate your ads social media, direct mail and email marketing to track website visitors. Focus on setting first-party cookies and serving ads on , and to keep your product in mind.

Including offers in your content — like on a postcard or in a Facebook ad — will encourage them to make a decision and take action.

Keeping your marketing consistent (and never giving up!): In addition to diversifying your marketing channels, you need to stay consistent. Anyone who lands on your website can be turned into salebut it will take time and effort.

By sending visitors monthly or even seasonal postcards, increasing social media impressions, and communicating regularly via email newsletters or other content, you will be able to build genuine relationships with visitors. of the website – and this will turn more and more of them into loyal clients.

Daniel L. Vasquez