Generating a healthy amount of traffic to your website is an important part of any digital marketing strategy. If you can’t keep visitors on your website long enough to convert them into customers, there’s not much point in luring them there in the first place.
The longer a visitor stays on your website, the better.
If your website is experiencing a high bounce rate, something’s going wrong. A website’s ‘bounce rate’ refers to the percentage of web visitors who leave your website before navigating to any other pages. So, if a visitor lands on your homepage and then closes their browser a few seconds later, they’ve bounced. Of course, you don’t want your website to have a high bounce rate. Ideally, you want visitors to stay on your website long enough to convert them into known leads, or, even better, customers. Remember, your website shouldn’t function as an online brochure – it should function as an online sales machine.
One of the challenges that web design companies face is working out how to ensure a low bounce rate. Here are five ways that web design companies keep visitors on websites for as long as possible:
1. Up-to-date web design and easy-to-read content are a good start.
It might sound superficial, but it’s true: first impressions count. If a visitor lands on a cluttered, unattractive website that looks as if it was designed during the Dark Ages, they’re immediately going to form a low opinion of your brand and hit the ‘back’ button. The same goes for content that’s difficult to read: no one is going to stick around and squint at your undecipherable text.
On the other hand, web design companies that understand the importance of clean, uncluttered design and easy-on-the-eye text produce websites with much lower bounce rates. Make sure that the text on your website is big enough, uses a clean font and appears in a colour that contrasts against the background.
2. Make sure that your website is easy to navigate.
The best web design companies are obsessed with user experience (UX). A site with good UX is easy to navigate. Remember, visiting your website or making a purchase from your e-store should be as simple and pleasant an experience as possible. If a visitor lands on your home page and can’t work out how to find the menu, navigate to another page or add a product to her basket, she’s just going to leave.
3. Every webpage should have a clear call to action.
For your website to function like an online sales machine, you need to drive visitors down a clear conversion path. Prompt the visitor to take the next step in the buyer journey – instead of leaving your website – by making sure that every piece of content and every webpage is accompanied by a clear call to action. Calls to action could include directives like ‘download our free guide’, ‘contact us’, ‘add item to basket’ or ‘proceed to checkout’. Remember, calls to action need to catch the user’s eye, so use a bright colour – even if it goes against your brand guidelines – and keep the rest of the page uncluttered.
4. It’s essential that your website loads quickly.
Nothing sends a visitor packing like a website that takes ages to load. According to research conducted by KISSmetrics, a page response delay of just one second can result in a 7% reduction in conversions. Modern consumers won’t settle for anything less than a lightning-fast load time – so make sure that your website doesn’t leave them hanging.
5. Responsive web design ensures that your website caters to mobile visitors.
Online agencies know that a massive amount of web browsing – and online shopping – is now done via mobile devices like smartphones and tablets. To make sure that you capture these potential customers, your website needs to be mobile-friendly. Trying to navigate a standard website via a mobile device is beyond infuriating, so without responsive web design, your bounce rate will rise. Check out this blog for more on why responsive web design is non-negotiable.
Sage Online Tools’ easy-to-use site building technology allows you to create a user-friendly website that your customers won’t want to leave.
You don’t need the expertise of expensive web design companies to create a professional, branded website that incorporates all of the best practices outlined above. Using Sage Online Tools’ simple ‘drag and drop’ technology, you can build your own fully responsive, attractive, user-friendly website and e-store at a fraction of the price charged by online agencies.