5 Reasons Why Visitors Are Leaving Your Site Within 10-15 Seconds
10th May 2019
When visitors land on your website, you need to make a good first impression, otherwise, they will leave almost immediately (also known as a bounce).
In general, you have about 15 seconds to impress and capture the attention of website visitors before they move on and try to find a more relevant website that will give them what they’re looking for with ease.
If you don’t capture the attention of a visitor – leading them to leave your website quickly – the likelihood of them returning is extremely low as they have had a negative first experience with your website; which is why it’s even more important to make sure you get it right the first time around.
In this article, we have identified some of the most common reasons that website visitors leave a site within 10-15 seconds so that you can avoid these mistakes and capture their attention instead.
1. Visitors were expecting something else
An important question to ask yourself is ‘is our website URL misleading?’ as well as thinking about what your visitors would expect to see landing on your site after seeing your URL, website name, meta description or even ad copy in the search engine results page.
This is because your visitors may be expecting something completely different to what your business offers, or may have thought you were a different (well-known) brand.
An example of a misleading URL is Nissan.com – which you would expect to be the automotive brand Nissan which of course sells Nissan cars. But instead, you are looking at a computer company named Nissan Computer Corp.
Although it could be argued that it shouldn’t matter if a lesser known brand acquires a domain name that would be better suited to a well-known brand as they got there first, it’s still misleading for visitors and leads to a higher bounce rate. And that’s no good for either brand.
2. Poor website design
From a visual point of view, website design really matters to visitors. An ugly landing page is likely going to put visitors off staying on your website.
Some businesses seem to think that design is not important, as long as the website is functioning. But that isn’t true. In fact, in a study carried out by psychologist and researcher Dr Elizabeth Sillence about websites and whether they trust them, 94% of people attributed their uneasiness to the website design.
No business deliberately creates an ugly looking website (or so we would hope not). It could be a case of the business not updating an old website, and as you may already know, old websites often look unappealing.
A good website design should look modern, have a simple design, should be colour coordinated, use big, high-quality images, effective calls-to-action (CTAs), and should have appropriate fonts (please, no Comic Sans if you’re targeting a serious audience!).
If you want to improve your website design, contact us here.
3. Navigation is unclear
Some websites have a lot going on in one place. They have too many options available for visitors because they believe that this is helpful, when in fact it makes it more difficult and confusing for the visitor to find what they’re looking for.
As mentioned in the previous point, websites should have a simple design, this is so that users can navigate through the website easily without any distractions.
You don’t want to overwhelm your visitors by giving them too many options, as they will more than likely switch off and leave your site. Also, having a hard to navigate website will create a frustrating user experience for your visitors which is likely going to put them off returning in future.
Having too many options available looks messy, it isn’t helpful and it’s also bad for your SEO.
4. You have a slow website
Another reason that visitors may be leaving your site early could be due to a long website loading time. This is relevant for both your desktop and mobile sites.
Let’s be honest, if you clicked on a website and it took an unusually long time to load, you wouldn’t stick around too long to wait for it to load, would you? If it took too long, you might even think that the site doesn’t work at all.
According to a MachMetrics article in 2018, 53% of people will leave a mobile page if it takes longer than 3 seconds to load. This statistic just goes to show that the majority of visitors are impatient, so they have no time for slow websites.
There are a few things that can contribute to the loading time of your websites, such as plugins, images, videos, your host server and more. The best way to deal with a slow website is to review these elements and make sure they’re optimised, up-to-date and giving you the best results.
5. Visitors don’t trust your site
Trust plays a massive role in whether visitors will want to stay on your website or not. If your website doesn’t look trustworthy, visitors aren’t likely going to stick around, let alone make an enquiry with you.
You need to build credibility and trust to keep visitors browsing your site for longer. Giving your visitors as much information about your business will help alleviate any fears they may have about you. Otherwise, you could come across as shady and not genuine.
Some simple yet effective ways you can build credibility and trust is by:
- Adding an ‘About Us’ page
- By incorporating a human element, website visitors will feel at ease
- Featuring customer reviews on your homepage
- Especially if these are through credible sites such as Trustpilot
- Installing SSL Certificates, Gaining third-party trust badges
- You want to show visitors that your site is safe and secure
Don’t let visitors leave your site
We hope this article has given you a better understanding of the reasons why visitors may be leaving your site.
By addressing the issues conveyed in this article for your website, you can avoid making these mistakes (or amending them) so that you can increase your website’s performance in the future.
If you are interested in working with a team of digital experts to help you keep visitors browsing your site, contact us here.