If people aren’t spending time on your site then it’s pretty safe to say it’ll be darn near impossible to turn them into a customer. If they’re landing on your site just to hit the back button then something’s obviously wrong. Not only is that not making you any sales, but Google will see it and your site probably won’t rank for whatever those people are searching for very long.
What can you do? Well, the best answer will depend on what’s causing them to bounce back in the first place. But here are some things that are applicable to all sites in pretty much all situations.
Navigation and Structure
If it’s hard for a visitor to find what they’re looking for they’ll simply go somewhere else to find it. Simple and clear navigation is a must-have. Unless your site only has a handful of pages, the front page almost certainly doesn’t need to be stuffed with links to every corner of the site. That’s bad for user-friendliness and it’s bad for SEO too.
Make a clean structure and simple paths for the user to follow with category pages that drill down from there. The front page should normally only have links to the main sections of the site and main pages like help, about, FAQ, contact, etc. And they should be easy to spot – quickly.
Steam (pictured above). They have hundreds, if not thousands of games, software titles and more. Could you imagine trying to navigate through so much if the navigation wasn’t so clean and easy to use?
Every Page Matters
Every single page on your site should have a clear purpose, whether it’s informational, entertaining or providing a service/product. Each page should also be unique and offer something of true value to the visitor. What will they get for visiting that page? Will they learn something? Will they find what they were looking for? Will they get a good laugh?
No page should be an afterthought. Even the about page should stand out. Not sure what to do with a boring about page? Check some awesome examples at Blog Tyrant.
Don’t Forget the CTA
When a visitor looks through what the page has to offer, don’t let them wander off without some sort of direction. Always have a call to action, whether it’s suggesting they subscribe to your email newsletter, follow you on social media or add a feature/product/service to their basket.
No Walls of Text
No one is going to read anything you have to say if it’s in one huge wall of text. It doesn’t matter if you cover every single question they could ever have on the topic. People scan. Especially online.
Make it easy for them to find the bits they’re looking for by breaking up the content into sections with titles, lists, images. Whatever.
Speed up Your Site’s Loading Time
If you site takes too long to load, people aren’t going to hang around waiting. They’ll hit the back button and go to the next site. In fact, it only takes a few seconds before you’re potentially losing that visitor.
There are many reasons your site might not load as fast as you’d like. Especially if it has a lot of content or is on WordPress with a million plugins and databases all competing with each other to load. Use this guide for speeding up WordPress sites.
Your Title is Misleading
Are your titles and page descriptions accurately reflecting what is on the page? If not, you’re bound to get visitors looking for something that just isn’t there. And of course they aren’t going to stick around unless you’re lucky and happen to catch their attention with something else. I wouldn’t count on it, though.