Each merchant is able to analyze visitors’ behavior using Google Analytics. This tool gives a clear picture of an online store Bounce Rate. Bounce Rate is the percentage of users who enter the website, visit only one page and leave the store very quickly. If this indicator is very high, for the online store owner it is a reason to worry. We have distinguished some of the most common mistakes and suggest you to review them below.
1. The information does not meet user’s request
If the text on the page is not relevant to the user’s request, other positive factors such as good design, grammar and clear text cannot improve the situation. The user leaves the page after the first 2 or 3 seconds. This also applies to partial relevance. If there was information in the search engine snippet that the product is offered for free or at a specific price, and the product is present on the page but for an extra charge or at a different price, the user will definitely leave the store. Moreover, it is very bad for SEO. Google analyzes CTR of organic search results and the Bounce Rate of such visits, and if the CTR is good but Bounce Rate is high, that means the information on the page is not relevant.
2. Very long text without paragraphs
A straight text without paragraphs or highlighted areas is mostly associated with something complicated and unclear. Usually users don’t read the text in full – they scroll through it and only read the headers. Emphasized parts of the text can catch their attention and make them read more deeply. So, the correct organization of the text helps to keep users on the page for a longer time.
3. Outdated information
If the visitors see the information about New Year discounts on the page in spring, they can think that this online store is not reliable and the prices which are indicated on the page are also not true. Old reviews may have similar negative impact. Any and all data and design elements that are not up-to-date must be removed from the pages or replaced with actual data.
4. Poor-quality text with spelling and grammar mistakes or a large number of terms without explanation
Grammar and spelling mistakes quickly catch users’ eye and can push them away. A sophisticated text overloaded with specific terminology doesn’t stimulate selling, either. For example, some technical characteristics without explanation may negatively affect users and they would prefer to abandon the store. The content should be oriented to different people and should be understandable even for the visitors without special knowledge. Basic information can be given in the first place and the “read more” button can lead to extra information for those who need to understand the details.
It is also very useful to pay attention to the keywords. Some texts are “so well optimized” for Google that normal people can’t read them. Primarily, content is created for customers, but not for search engines.
5. Bad website coding
Unreadable text, irritating elements, ridiculous design – all such bugs will cause the problem of high bounce rate. Sometimes, these mistakes are obvious and they are typical for non-professionals. But even for experienced merchants it is useful to do a usability test for better understanding of the customers’ behavior and to find some elements which can be improved.
6. Pop-up windows
Yes, it is an effective method to catch attention and pop-ups are widely used in different marketing campaigns. But they should be used carefully and it is important to choose the right place and right time for such type of advertising. The fact is that pop-up ads annoy visitors and can push them away.
7. Bad navigation
Navigation is one of the first functions that the users need in the online store, so they should be able to immediately find it and understand how to use it. If products search turns out to be a difficult or unclear process, users are likely to leave the store.
8. Slow loading website
This point doesn’t require an explanation. The users wait for a maximum of 3-4 seconds. If the website loads longer they even don’t enter the online store.
9. Mandatory registration
It is a huge mistake not to allow guests to search, browse and add products to shopping carts. And it is better not to set limitations for quest users. Of course, registration is mandatory when the clients are going to make a purchase and they are on the checkout page, but not earlier.
10. Too many advertising and other irritating elements
Advertising can help with sales but can also work negatively, especially when a user is forced to see the information. The following elements will definitely annoy users:
advertising windows that obscure the text
spontaneously playing video
a large number of promotional items on the page
11. Unreadable captcha
Bots protection may cause loss of good customers. This seems to be a trifle, but it can influence the decision to leave the store. Captcha is worth to be checked for readability. But it is better to remove it completely, if possible.