There are many reasons why one website converts better than another. But there are a few simple, easy-to-fix things you can do to help your website work much better for your business:
1 - TOO MUCH CLUTTER.
It’s great that website owners are passionate about their businesses. But a good website does not have to say everything on one page.
The human eye tends to settle on tranquil, well-ordered spaces. A "less is more" approach will help your website convey the most important information above the fold - especially important for a mobile-first responsive design.
We know from testing that the more extraneous items there are on a web page, the less professional it’s going to look. And we know from Google and Bing's search engineers that too much clutter will cause them to rank your website as spam.
Plus, an overly cluttered website will lead to a high bounce rate, a lower rate of returning visitors, and a reduction in conversions.
2 - WRONG COLOR. WRONG CONTRAST.
The color and contrast of your website is absolutely crucial. And the importance of good color and contrast is more than just visual.
Readability is key. Visitors should be able to read all the content on a site and navigate it easily.
There are a number of color contrast tools available to help you evaluate whether the contrast on your website conforms to accepted standards. WebAIM’s color contrast checker, Snook’s contrast slider, Check my colors URL input check, WCAG checker add-on for Firefox, and Chrome’s Accessibility Developer Tools are good tools to help you evaluate your website.
Size is also an important part in creating contrast. If color is uniform on your website, the size of text can help to differentiate between menus, sub-menus and body copy.
3 - CONTENT OVERLOAD.
We know from Google's engineers that they want relevant, regular content. And they're right. Content is what makes people stay on your site. It gives them a reason to visit your website.
The trouble is, all that content can be tricky to present in an intuitive, unobtrusive way.
Your prospect's like to scan and sift through information to find what they’re looking for. A strong, logical content hierarchy will improve your visitor’s experience without asking them to scour enormous chunks of bloviation to find the sentence or two they need.
4 - ASSUME NOTHING.
Making assumptions is a dangerous game. "Assumptions make an ass out of you and me" as the saying goes.
Assuming that visitors will understand where they have to go to perform certain actions without clear instructions will cause them to leave ... and never return!
Proper website navigation should be your first priority. And it's something you should decide on before any website design takes place.
When your website visitor's can't figure out where to go, they find it incredibly frustrating. As soon as they get confused, they’re gone. So make sure your navigational structure is simple and logical.
Here are a few tips:
- Group related pieces of content
- Use icons to aid navigation wherever possible
- Create a navigational hierarchy that leads the visitor naturally through the process you want them to complete.
Cleaning up just a few of these points will go a long way toward better website visitor retention and help boost conversions over time.