In part one we discussed some of the most common reasons your website’s visitors may leave based on the way you present your content through your site’s design and elements. Getting traffic to your website is only half the battle. Keeping that traffic there involves a concerted effort – not just through the design, but also through the content.
The first key to retaining your website’s visitors and encouraging them to stay there for more content is to establish credibility. Most visitors tend to skim the content of a page quickly to see if it is relevant to them. If it is apparent that you are not providing quality reading material, they’ll head somewhere else. Even though the majority of visitors to your site won’t read every word on a page what they do read needs to be applicable to them. Anything less than that gives visitors the impression that you’re trying to manipulate them – so they leave. This makes it very important to for every piece of content on your website to be relevant and engaging.
Fresh, relevant content is the primary way you end up getting hits from search engines and linkbacks from other websites. It is also a great way to keep visitors on your website. When your website makes suggestions at the end of an article for related content or lists links to recent blogs, a visitor who has been satisfied by the original article he or she landed on will be more willing to click through to more of your content.
Another way to keep visitors on your website longer and bring them back again in the future is to provide an interactive element that allows visitors to engage with you. Encourage visitors with a link to sign up for your email list and provide an easy-to-use commenting system. When a visitor does leave a comment, question, or suggestion you need to respond to them right away. If you want interaction from your visitors, you need to deliver the same back to them.
Most readers enjoy knowing that they are able to participate in a conversation about things they are interested in. Whether they have a different opinion than you or not, their input could be valuable in providing you with additional topics to discuss with them in the future or simply give more perspective to what you had to say. Furthermore, each user comment adds new content to your website and keeps other readers on your page longer as they read through the comments.
Perhaps the most elementary aspects of the content on your website are your spelling and grammar. Both spelling and grammar are vital to your website’s success at keeping visitors. This goes back to establishing credibility. If content has spelling errors and blatant grammatical mistakes, users will assume that the content itself is worthless. Most will spot a few spelling errors and just click away to find easier reading rather than wasting their time deciphering the rest of your page. If you’re going to project yourself as an authority on a particular subject or want to create a professional appearance for your company it’s incredibly important to deliver error free content. Errors in grammar and spelling scream a lack of professionalism and will hamper your efforts.
Your website’s content and design are equally important in both gaining and maintaining readership. If your content fails to meet the reader’s expectations for credibility, relevancy, engagement, and quality, your reader will leave to find a place that provides a better reading experience.
There are certainly other reasons that visitors may exit your website prematurely – however these are some of the most glaring problems. Look for more articles from Alliance Group related to this topic in the future. In particular we will be discussing some issues with forms that are too long and shopping cart design errors that cause people to exit prior to completing an order on your e-commerce site. It’s important to pay attention to these things and we’ll be discussing them soon.