Outdated information, dead links, and content that doesn’t engage the audience all slow down websites and confuse potential customers – factors that increase bounce rates.
Dave Firnstahl, Director of Product at no-code website and landing-page builder Leadpages, explains how to audit your website in three steps to reduce bounce rates and turn visitors into loyal customers.
At its core, marketing is about delivering value to customers – and your website should follow that same principle. What experience are you providing customers as they navigate from page to page?
With summer quieting work, now is the perfect time for small business owners and marketers to perform a website audit and reduce bounce rates.
An audit starts by evaluating the current state of your website, what information you are providing your customers, and where you can improve to increase your conversion rates.
But many marketers don’t know how to figure out what’s working and what needs to go.
1. Speed up page loading times
Businesses typically have ten seconds to engage a visitor before they head elsewhere. Ideally, your visitors don’t want to waste that time waiting for a page to load. Your goal should be to have most of your visible page loaded in under a second.
There are several factors that affect your website’s loading time. If your page is loading slowly, look for images and videos on your page that are larger than they need to be. A quick solution can be to resize images and move videos below the ‘fold’ of your page to optimise visible page load speed. To keep your content fresh, remove excess, outdated or invaluable information that could confuse potential customers and slow your website.
Lastly, consider what browsers visitors are using to interact with your website. Google has a set of tools that can be used to see what your page load looks like from different browsers and different internet speeds. Test as many browsers as possible to ensure your page loads as quickly as possible.
2. Ask for the right information from your visitors
The goal of any conversion-focused business is to turn visitors into customers. However, in any online business, you need a way to first convert visitors into leads by capturing customers’ contact information.
Customers are often wary about what information they give out. Asking for the right information will determine your success, and you should think from a visitor’s perspective when setting up contact forms. What information would you, as a customer, be willing to provide for this service? The more information you require from your visitors, the harder it will be to collect.
For instance, visitors are more willing to share their email than their phone numbers or mailing addresses. Update your website’s contact forms by asking for an email first. Once you have an email, you can nurture that lead and begin the process of turning that lead into a customer.
3. Provide a value exchange, and fast
When auditing your website, you should search for the value you are providing your customers. If it’s not immediately apparent to you, then it won’t be to them. Assess how and where you can deliver this value.
Leadpages uses a ‘give to get’ principle which they find greatly increases conversion rates. The principle states that when asking a customer for something of value (such as their contact information), it’s essential to give them something of value in exchange.
For example, successful authors often email the first few chapters of their book once someone signs up for their email list, or successful coaches provide free one-on-one introduction sessions to potential clients after they collect a phone number. This principle allows you to collect necessary information from potential customers while providing them with a valuable service or experience in exchange.
The key is delivering value to your visitor as soon as possible.
Thinking from a visitor’s point of view
Your website is a valuable resource for your business. Having a fast-loading, consumer-focused, and value-driven website is key to ensuring that you can convert curious visitors into loyal customers and brand champions.
By taking these three steps about how fast your page is loading, what data you’re asking for, and the ‘give to get’ principle during a website audit, you can end the summer with a high-performing, conversion-optimised website.
Director of Product