Having proved that yes, you do need a website, now let’s look at the ways your website could be driving customers away.
When someone is reading on your site and getting to know what you do, stop blocking them with pop up prompts or floating social media that makes it hard to read. It’s like being at a concert, wanting to get into the action and then having some 6 foot 5 behemoth stand right in front of you. It takes you out of the magic and makes you focus on the wrong thing. And like a concert, people will move in order to avoid the blockage- in your website’s case, you could be driving customers away from you and onto a competitor’s website.
Instead: Give social options at the bottom of the page, or have them float but away from the writing. In the case of email, try using your footer or right hand side bar instead- OR setting the prompt to join to give the customer a chance to read the article first. Be smart enough to have 1 capture of details enough for all your eBooks. Get out of your customer’s way and just be there when they need you.
Are you really that hung up on your content you want to stop other people being able to save it later? It links to your content if they pin it directly- why on earth would you want to stop someone from having a reminder of you on their Pinterest boards? Customers want to customise their experience and if they want your content to be a part of that- let them have it!
Instead: Put watermarks on your photos with your URLs or set up the photos in such a way that it minimises the chance of losing where it came from. Check who has pinned your stuff and get in touch with them. Instead of driving customers away, let them take your branding with them!
Hard to skim
There are customers out there that are time deprived- write to cater for them. Timmy No Time who just wants to find that one company that can answer his question. You keep blathering on about things Timmy doesn’t care about, and Timmy will just keep clicking away until he finds someone who can give him what he needs. We’re all Timmy at one point in time, never forget that.
Instead: Break things down, use headings, block things out and have an FAQ (seriously startups, if I have to email you to find out how to pay you, you aren’t worth paying).
Not being mobile ready
In 2010, PayPal Australia was already reporting 15% of all purchases were from mobiles and tablets- there is no way that figure has done anything but increase. If your site isn’t responsive, you are in trouble.
Get with the times and get it ready because your inability to be viewed on an iPad or smart phone is driving customers away every time they aren’t at home (or the office) and are ready to make a purchase!
Instead: Check out WordPress designs that are already responsive and change over or ask your web designer to ensure what they build for you is responsive. Weigh up the cost of losing over 15% of traffic to your competitors and you’ll find budget, trust me.
Slow and silly flash crap
Your flash intro is not sexy, it’s painful. Your auto play music doesn’t set the mood, it just clashes with mine. Your auto play video isn’t cool, it’s demanding. Your web server lagging out each time I use a feature isn’t something I can deal with. Your website that looks like every other website the designer does doesn’t sell me you, it sells me their creative director’s giant ego.
You annoy a customer with pushing any of these ideas on them, and you’re simply driving them away.
Instead: Make using your site easy for your customers to understand and do what they came for. Bells and whistles aren’t cool if your site doesn’t look like your brand and no one can interact with it on their own terms. So abandon the glitz and the glam and just help your customers!
Make it easy, baby!
The lesson for today really is “make your website easy”- easy on the eye, easy to interact with and share, easy to use, easy to make use of quickly, easy to save for later and easy to access no matter what device.
Let your customers take what they need from your website. After all, isn’t that what it’s for?