One of the biggest challenges for businesses is finding ways to keep visitors on their website.
They have to be kept long enough to engage them and follow through with the desired action to increase conversion rates.
Even if your website is well designed and laid out, you may find that people are still clicking away before they get to your calls to action or contact page.
Why is this a problem?
If customers don’t spend time on your website, your conversion rates will drop. In turn, this can cause your sales figures to drop.
Most entrepreneurs already know how important it is to create a professional website that attracts plenty of web traffic.
However, did you know that attracting this traffic only forms a part of your overall strategy to keep visitors on your site?
In this article, we’ll explore what makes visitors click away, and how you can keep them on your website for as long as possible to boost those all-important conversion rates.
Let’s dive in.
1. Gain a Deeper Understanding of Your Target Audience
Your target market should be the core focus of your website, and everything about it should be tailored to their needs and preferences.
This includes your on-site content and calls to action, your colour schemes, fonts and font sizes, tone of voice, and overall brand identity.
If your website is designed in a way that tries to appeal to as many people as possible, you may find that its ability to engage your target audience is actually compromised in the process.
Don’t hesitate to focus almost entirely on your ideal client personas when designing and optimizing your site. The more specific and targeted you can be, the more likely you’ll attract the people who will buy what your business is offering.
Read more: CTA
2. Keep Your Content Scannable
Statistics from Sweor suggest that website users spend an average of just 5.59 seconds reading a website’s content before they click away.
Most of your visitors won’t be reading every word of your content, as it would simply take them too long.
Instead, they’re far more likely to scan through the page and cherry-pick the most important phrases and takeaways from your content.
Content consisting of long-winded sentences and walls of text is difficult to read and even harder to scan. This type of formatting may drive away your visitors as a result.
You can make your content more scannable by doing the following:
- Make your line spacing and font sizes make your content large enough to read quickly without causing strain or frustration. Many sites keep their visitors around for longer and optimize their conversion rates using this simple strategy.
- Break up content into short sentences and brief paragraphs of around 3 to 4 sentences each.
- Use attention-catching subheadings to divide your content and help readers to find the information they are looking for quickly.
- Use lists and bullet points to summarize text and help your readers to scan your content for its highlights.
3. Add Calls to Action Throughout Your Content
The optimal time to prompt your visitors to act is just after they have finished reading your content or looking through your online portfolio.
Most people will leave the site once they’ve found what they are looking for.
But using appropriate CTAs (calls to action) can motivate them to stay on your website or keep in touch by signing up for your email newsletters (or any other goals that you have).
Adding CTAs at the end of your content and strategically throughout it can help to keep visitors on your website for longer.
Static CTAs are most businesses’ go-to choice. But many have started opting for slide-in calls to action that grab users’ attention with movement without disrupting their reading experiences.
Keep your calls to action consistent throughout your site to ensure that you don’t confuse your visitors.
4. Improve Your Page Loading Times
This is one of the most important things you can do to keep your visitors on your site for as long as possible.
Think about it:
Even if a website has the content and services you need, you would probably click away if it took too long to load. Even a single second’s delay in your page response can reduce your conversions by 7%!
You can optimize your page loading speeds by compressing large images using plugins like WP Smush It for WordPress.
You can also use a content delivery network or CDN to cache your site files and send them to your site’s visitors through servers located near their location. This will ensure that the site loads as quickly as possible.
Avoid using too many moving animations in your site design too, as these can slow down your loading times considerably.
5. Use Videos to Engage Your Visitors
Video is the king of marketing media in 2022, and most website visitors would rather watch videos on your site than read long walls of text.
Over 50% of executives surveyed say that they’d rather watch videos than reading written content.
Plus, studies have shown that marketers who take advantage of video grow their revenues up to 49% quicker than those who don’t.
Creating in-house videos for your business is simpler than it may seem.
You can re-purpose your on-site content into presentation videos that get embedded in your site.
Or you can compile customer testimony videos to provide social proof that compels your visitors to stay longer.
Additionally, you can create simple how-to videos showing your visitors how to make the most of your products or services. This will help to ensure that they know exactly what to expect should they choose to become customers.
The Bottom Line
Engaging your website’s visitors will make them stay on your site for a longer period and may boost your conversion rates.
In a nutshell:
You can keep your visitors on your website for longer by ensuring that
- Your site appeals to your specific target audience,
- Keeping your content scannable and easy to read, and
- Adding consistent calls to action to show them the road after that.
Remember to optimize your page loading times and use video media to your advantage to prevent visitors from clicking away.
Most of all, make sure that they enjoy a memorable experience while browsing your business’s website!
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