A website should be a living, breathing resource center that builds your firm’s credibility, attracts new clients, nurtures leads and retains existing clients.
A well built and maintained website creates an excellent user experience for both potential and existing clients.
So how do you know if your website is not providing the best experience for all visitors? There are three easy to read signs that your website is creating a poor user experience.
Slow Load Time
Did you know almost half of all web users expect a website to load in less than 2 seconds? The same research found that if a website takes over 3 seconds to load, 40 percent of users will leave or abandon the website, KissMetrics found.
Those are some serious expectations for your company’s website.
A variety of tools can help you evaluate the load time of your website. An easy, free one to use is Google’s PageSpeed Insights.
All you need to do is enter the URL for your website and hit “Analyze.”
Google’s tool provides specific feedback on browser caching, image size optimization, compression, and more. The tool also provides detailed information on how to fix the issues that are slowing down load time.
High Bounce Rate
There are several performance metrics that indicate whether visitors to your website are having a great or a poor experience. The first of these metrics is the bounce rate.
Bounce rate is the percentage of visitors who leave the website after viewing only one page. A higher than average bounce rate — over 50 percent — is typically an indication that website visitors aren’t finding what they need or want on your website.
One of the main ways to combat a high bounce rate is to create high quality, relevant content that your target audience cares about. A common mistake companies make is to create content that matters to the company but that potential customers don’t care about. Find out what your prospects main pain points are and write web pages, case studies, blog posts, etc. that address or solve those issues.
Low Time on Site/Pages Per Session
Another telltale sign that your company’s website is providing users with a poor experience is a low average time on site and/or a low average pages per session.
These two metrics, like bounce rate, can be viewed in Google Analytics and should be continually evaluated to understand how users are engaging with your website.
It’s best to start with a site-wide evaluation of these metrics before you drill down into specific pages to see how they perform.
A high-level view allows you to get an overall idea of how long users are staying on the website and how many pages they are viewing. If your website has an average of less than one minute on the page and one page per session or less, it’s time to add more valuable content to the website.
Additionally, it’s important to link relevant content pieces or web pages to one another in order to keep website visitors engaged.
First Site Impressions Count
For many of your potential clients or customers, your website is often their first interaction with your company.
You only have one chance to create an impactful, engaging experience using your digital presence. As such, it’s essential that you and your marketing team continually evaluate the performance of your company’s site and how users are interacting with your website.