No matter how great your products and services are, no matter how well-written your website is, if your site design falls short people will run away from it. Here are some things that may be driving customers away from your site, and what you can do to change them.
Your design is outdated. Of course you don’t want your site to look like everyone else’s. But you do want something that’s current. Designs that are too dated tend to drive people, especially web savvy people, away. If your site hasn’t been updated in years, chances are it’s time for a design overhaul. It doesn’t have to be a dramatic change. Just change a few aspects that show visitors that you are up-to-date and active on your site.
Your site is too confusing. While a barren site isn’t good, neither is one that is too chaotic. Too much on the screen at one time will just end up fighting for your visitors’ attention and more often than not, they’re just going to get annoyed with trying to shuffle through the chaos and leave. Instead, make each page focus on one or two things you want your visitors to do. Read something, click something, or buy a product. Make it easy for your visitors to know what you want them to do.
Your homepage is too sales-y. Online consumers don’t want to be bombarded with sales pitches. They want to find something or someone they resonate with and when they do, they will spend their money with that person or business. Remove anything on your homepage that is too gimmicky or seems too much like a sales pitch. Instead, display credibility boosters like testimonials or accreditations.
Your site doesn’t display well on all browsers. Or on tablets or phones for that matter. There are so many different browsers and devices used to surf the Internet that it is virtually impossible to know how your audience will be viewing your website. Test your website on different browsers to ensure that it shows up well on any of the most used ones (Firefox, Explorer, Safari and Chrome). You may also want to consider having a responsive design that will make your website automatically adjust to whatever size screen your visitor is using.
Even with the best products in your industry, a shoddy website can drive your customers away. Take a look at your website and make sure that it is up to date, not overly chaotic, not in-your-face salesy and looks great on all browsers and you will be one up on the competition.