5 REASONS WHY USERS LEAVE YOUR WEBSITE

When a user enters our website, we all want him to scroll, navigate through the menu, see our contents... And, of course, fill out a form. But this does not always happen, and many times they abandon the website without even giving it a chance. Next, we will analyze why users abandon the website.
 

When you work in an agency you realize that each website is a different world and the reasons for one may not even come close to the reasons for another. But that's the fun part, almost as if you were Sherlock Holmes and the large number of abandonments of your website were Professor James Moriarty.
 

1. Your site loads very slowly

The speed of loading a website is a very important factor both for reducing the abandonment of users on the website and for the SEO aspect (we will talk about this in another article later). Now you’re wondering, how fast does my website have to be? According to Maile Ohyo, technical director of program development at Google, "2 seconds is the acceptability threshold of an e-commerce website. At Google, our goal is less than half a second."

And, if you are new/ in all this, you will be asking: how do I measure the loading time and solve the problems? We recommend Lighthouse, an open source tool that will show you this and some other aspects to work with the IT department.

2. Inappropriate, sparse, irrelevant content or content that doesn’t keep your landing page promises

Another aspect that gives high rates of user abandonment on the website is the content they find. If this is scarce or irrelevant they will leave immediately. If you’re wondering how to know this, the report of all pages of site content within the behavior section in Google Analytics can help. High bounce rate, little time on page? They are two metrics that clearly indicate if there is a problem, but do not just stay with these, take advantage of the possibility of including custom metrics to know more than your users think of you.

And last but not least, if they’ve come to your site through an ad, have them find exactly what you were promoting. No half-truths or messages that are not clear. In addition to including CTAs for the goal you have set.

3. You do not have contact information available or a FAQs section

Let’s take an example, imagine that you’ve made an ad for a product or service where clickable users arrive at a landing page. In an ideal world, this is clear, according to the ad, where in a couple of clicks you buy what you came for. But we all know that this doesn’t always happen, and sometimes, even if you think the content is clear to everyone, doubts can arise. It is therefore very important, so that a user does not leave your page without doing what you want, that you always include a contact or FAQ (FAQs) section. This section can resolve doubts without needing to come back another day (because guess what, it might not come back).

4. Videos or audios with automatic play

How many times have you logged on to a website,  you’re scrolling and suddenly it starts to sound something you don’t know where it’s coming from? It is a very annoying experience that can also lead to the abandonment of users on the website. Although you as an owner believe that videos and automatic audios are the most, you have to take into account one of the 10 heuristic principles of Jakob Nielsen and let the user have the freedom and control, in this case, to reproduce the audiovisual content.
 

5. The navigation structure is not clear

The navigation structure is an aspect to decide before making a web. Linear, hierarchical, radial or network these are the 4 types that facilitate reading and it will depend on what type of website you have to choose one or the other. The problem is when they mix and the user may find it difficult to move between the different sections. And for you, what kind of structure is best suited?

We’ve already defeated the bad guy on the scene and become top-notch detectives, but in the online marketing world there’s still a long way to go. In some previous points we have talked about metrics, but without going into them in depth because for each business they can vary. If you want to know more about metrics I leave you this article that I’m sure you find it interesting.