How to keep visitors from leaving your site?
How is your homepage like the window of the store in the picture above? 60-80% of visitors will leave from your homepage without ever “entering” your website. Why? Nicholas Grant, discusses the answer and solution below.
Lots of people put stuff on a website just to fill space. If you are one of those people, you could very well be chasing away customers.
A homepage is like a storefront. When you walk into a store or market, or any place of business, what is the first thing you check out when you arrive? “The sales”, you might say. That’s true in a way, but why did you even walk into the store? What you’re really checking out is the atmosphere. If a place doesn’t appeal, you won’t even walk in the door.
Is your website like that store that no one wants to enter? If you feel the answer may be “Yes”, that’s okay because we’re about to fix this problem.
Your Audience is Deciding Whether to “Enter”
Whether your audience is kids, teens, adults or everybody you have to appeal to their viewpoint. For instance, if you are trying to appeal to teens, you must think like a teen. You can’t be putting articles about life insurance coverage on a teen website. After all, what teen is really concerned about that! Or, let’s say that your audience is kids. Would it really make sense to put an article about Job applications on a site that is for kids 5-11? If your homepage doesn’t connect with your audience, like window shoppers, they will quickly move on to the next “storefront.”
Mentioning your audience’s problems is a sure way to get their attention. They’ll see that you get their viewpoint.
This brings us back to the atmosphere. Like that storefront, if the atmosphere is not appropriate and appealing, no one will “enter” deeper into your website. So, on your website, be sure to make prominent mention of your audience’s problems and avoid irrelevant content.