Today, website visitors are the lifeline of any business, be it online or offline. With all that attention, it is important to design a website that will make them stay and keep engaging with your content. This article lists out some of the reasons why people are not engaged on your website and how you can solve them by changing a few things on your landing page design.
1. Poor Design
What makes your design poor? Is it the responsiveness of your website? Or is it the content layout and navigation? Although these are one of the many factors, they cannot be the only element of a poor design. It is the user experience that decides if your website is poorly designed. But how will you know what your user experience is, right?
There are many ways you can identify what your users experience on your website or landing page and make quick fixes before it’s too late.
Use a Behavior Analytics tool
There are tools like HotJar, Crazy Egg, and Inspectlet that allow you to record website sessions and create heatmaps for landing pages to help you understand your user’s digital experience. Here is an example of website session recording:
Run A/B tests & Multi-variant tests
Once you’ve made the nessary optimizations based on your user experience and before you launch the new landing page, you must A/B testing first. No matter if it’s an updated page or a new page, A/B testing helps you narrow down on what actually works for your business. It allows you to make careful changes to the user experience while collecting data at the same time.
2. Crowded Space
In attempt to drive more users and convert them quickly, most companies fill their landing pages and home pages with either too much information or there could be no valid information at all. Sometimes there could be too many flashy colors and multiple Call-to-Actions on the page. These distract the user from the real information aroud your service offereings. And as a result, more bounce rate. All pages on the website shoudl have a consistant layout and follow a set of brand style guidelines.
3. Looks Salsey
Starting your homepage with a specia discount offer is a strict NO NO! It may work for few industries (like ecommerce) but if you’re a service based company and/or have subscription based business, it is better to show what problems you are solving and put the dicount information (if any) on the pricing page. You do not want to be seen desperate to attract customers. If you’re doing it, there is something wrong with your services or you are not able communicate your value to customers.
You may have a great website design and well tested user experiene. But if you’re still not making as many conversions, it is time to revisit the content and make sure you are able to communicate value. From the above example, the second website generates curiosity and improves user enagagement as customers will explore other sections of the website to know more.
4. No Credibility
This is related to point 3. Instade of trying to sale, highlight what you’ve done for your past clients, what challanges you’ve helped overcome. Can you use client testimonials? Sure! But so are your competitors using. What can you do better?
Add case studies and research contents. This shows your dedication and subject matter experties and builds your credibility in the business. Run surveys with your existing customers to know about their challanegs and how your services helped them. That’s a great starting point.
5. Improper Navigation
A well optimized website design can still fail if your users are finding it difficult to navigate through the different sections/pages. Your main top menu and footer menu needs to be well planned and optimized to enable a smooth user journey. If you’ve multiple sections, like articles, product pages, resources pages, etc., it is better to add breadcrumbs to the site. Breadcrumbs are secondary navigation tabs that allow user to know their location in the website. This helps them easily navigate and explore other contents.
The design of your website is the first thing that your visitors come across. If they don’t find it appealing, they will leave and never come back. If you want to keep your visitors on your site, you need to make sure that it’s easy for them to find what they are looking for and that it’s easy for them to navigate around the site at each step of the marketing funnel. Do not bombard the users with too much information. Keeping it simple will help you build a sustainable business and increase user engagement.