A great website should be generating new business. If yours is not attracting, engaging, and turning visitors into customers, then it’s not performing well.
So, what’s preventing your site from succeeding? It can be anything from unclear messaging and week calls-to-action (CTAs) to lack of proper search engine optimisation (SEO). While it’s not always easy to determine what’s causing your site to fail, there are some warnings signs that can help pinpoint the problem areas on your site.
Read on as we share five warnings signs of poor website performance that could be costing you a tonne of business, and what you can do about it.
If you’re getting very few visitors to your site or if your traffic has been declining, that’s usually a sign that your website isn’t properly optimised to appear in the search engine results.
It’s also possible that you’ve been ignoring some key SEO best practices. For example, if you have lots of broken pages on your site, this can hurt not only visitors’ experience but also your rankings and visibility in the search engine results. If you’re not creating high-quality content and optimising it using relevant keywords, this can also prevent your site from showing up at the top of the search results, where potential customers can see it.
Here are a few more reasons why your traffic is dropping and how to fix it.
Click-through rate measures the number of people that click on an ad or a link in the search engine results after seeing it. So if someone runs a search on Google, sees your website in the search engine results and clicks to go to your site, that boosts your click-through rate.
But what if lots of people see your website or product pages in the search results and very few choose to click? That’s a problem. It usually means that people don’t find your promise or offer enticing enough to click and learn more.
Bounce rate refers to the percentage of people who arrive on your site and then quickly leave without visiting any other page. This tells you if are attracting the right audience to your site and if you’re meeting their expectations.
So if someone lands on a product page from the search results and immediately hits the back button, closes the window or tab, or types a different URL into their browser, these actions add to your bounce rate.
If this happens a lot and you have a high bounce rate, that’s usually a sign that visitors don’t find your site helpful or that it has some technical issues that are causing visitors to immediately leave your site.
If you’re getting lots of visitors but very few take the next step to sign up for your email list or to buy from you, that’s a sign that your site has performance issues.
There are lots of reasons that can cause people to avoid your company or to buy from you. Things like boring headlines, low-quality product photography, and lack of social proof can cause people to distrust your business and not feel comfortable or interested in taking the next step.
If you notice that a high percentage of people add items to their cart but then leave your site without finalising their purchase, this may be caused by website performance issues.
When was the last time you tested buying a product from your site? Is the process simple and fast, or does it take forever for your pages to load? Does everything work properly or is there a broken page that’s preventing visitors from finalising their purchase?
How to fix it
Poor website performance can harm not only your reputation and visibility in the search engines results but also your bottom line. So make sure you take a closer look at how your website performs and fix what doesn’t work as your customers expect it to.
Still need help? Use our free Website Checker to scan your site from top to bottom and get a full report on its performance. Simply enter your website address to see what works and what you can improve to get it in the best possible shape.
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