When we create a website, we all try to get as many visitors as possible, as well as to maximize the number of visitors who end up performing a certain action (reading an article, subscribing to our newsletter, buying a product, etc.). That is, increase traffic and optimize conversion.
A poor quality website causes any visitor who arrives at that website to leave it immediately. If they don’t find what they’re looking for, they’ll simply look for it on any other result provided by Google.
So make sure that the quality of your web pages and posts is up to your users’ expectations and review the following list of mistakes that you shouldn’t make, if you don’t want them to leave you immediately.
#1 The Website Is Not Responsive
Non-responsive WordPress themes are no longer made. Even most of the older themes have released some updated version to make sure they’re responsive. So if by now your website is not 100% adapted to any type of device, it’s time for some updates. Either you haven’t updated your theme or the one you is probably dead by now and you should get a new one.
But if you also want your visitor to feel like a fish in water when browsing your website, adapt it to their viewing preferences. David explains to you the interesting properties of CSS that you should know so that your website is shown as your user would like, including the “dark mode”.
#2 Slow Page Loading
People want results and they want them now. It’s so different from the origins of the Internet, don’t you think? I still remember that nostalgic sound we used to hear every time we wanted to surf the web…
Nowadays, if a website takes too long to load, we quickly go back to Google to find an alternative. It is important not only that the websites are adapted to all types of mobile devices, but also that they load quickly.
To know your loading speed, Google offers you the Page Speed Insights tool so that, after entering the URL of your website, you can know in detail the loading speed problems you have with it. It also includes suggestions on how you can improve its performance.
#3 You Have Crawl Errors
One of the causes that will make your visitors leave quickly is not finding the page they want. That is, you have broken links and they can’t access certain content on your website. To control these types of errors.
Google provides a very useful tool for this, Google Search Console, which will help you improve the positioning of your website. One of its reports is the crawl report in which you’ll discover any problems you may have with the URLs included in your site.
#4 Click-bait Titles
It is clear that you want your content to be attractive in order to increase your traffic. And you know that after a Google search, there are titles that are more tempting than others, but beware of writing clickbait titles that promise more than what they actually deliver. For example, “How to lose 10 pounds in a month,” “The whole truth that nobody has told you about why Messi is leaving Barça,” and so on.
You may get more traffic volume in the short term, but what good is to increase your traffic if they quickly leave your website when they discover that you were selling a hoax?
#5 Incomplete Content
To increase conversion you must build great trust in your readers. And something that generates great distrust is finding a website with incomplete content. By incomplete content we mean, for example, posts that do not have all their WordPress elements:
- Featured Image: the featured image helps keep your post from looking like a scientific article. An attractive or shocking image helps the reader to be curious about the content and to reference it more easily. It is also useful for sharing your post on social networks.
- Categories and tags: not only do they help to classify a post so that the visitor can find the content more easily. They also help search engines to better understand the content and improve positioning in search results.
- Extract: the extract is a brief summary that will invite your visitors to read the full post.
- Additional meta-information: make sure your website has all the information that will help you improve SEO. Label your images correctly, make sure you include the information about the author of the post and include all the meta tags so you can easily share the information on social networks.
Luckily,Nelio Content includes an automatic analysis of the quality of your posts that’ll help you not to forget anything relevant:
#6 Text that’s Difficult to Read
An engaging text is usually one that’s easy to read (note that I didn’t say “easy to write”). Establish some style criteria your blog must follow and make sure you apply them when writing new content. Our recommendations are:
- Use lists in your posts. There are up to 14 reasons why we love lists.
- Include graphics or images that either help the reader to better understand the concepts included in your copy or give them a visual break.
- Set an appropriate length for your posts. Remember that there are studies on which length works best depending on the sector and language.
- Whenever possible, use short paragraphs and simple sentences. Simple and straightforward is understood and works best.
- Explain what you have promised. The text must be consistent with the title of each post. Remember that creating false expectations will end up causing a decrease in conversion.
- Tell a story, if you can. Think about those bloggers that you follow, surely their posts follow a storyline that gets you hooked.
- Give examples. Reading is much more enjoyable and helps to understand and retain concepts. If these examples are also based on personal experiences, you will help the reader feel part of a conversation.
- Who focuses upon everything has, in fact, no focus. You don’t want to explain a lot of concepts in one post. You don’t want to explain the detail all the features of your products on the home page. Establish the basic concepts you want to convey and don’t beat around the bush.
- Extend the possibility of knowing more about the concepts by adding internal links (to other content on your website) or external links (to third-party websites) so that the reader can learn more. It helps build the reader’s confidence.
#7 Not Understanding What Your Visitors Want
This mistake that I have left for last is, without a doubt, the most critical of all. In a study conducted on the quality perceived by e-commerce users, 500 participants were asked what characteristic they value the most when making a purchase in an e-commerce from ease of use, web design, responsive, quality of information, empathy, trust, free shipping, or offer a discount. The result was quite overwhelming: discounts, free shipping, and ease of use determined almost 70% of purchases. In fact, discounts and free shipping represented more than 50%.
If customer satisfaction in an e-commerce is determined by the discounts and promotions you offer, you already know where to focus your main efforts on your website. But, how easy is it to understand what our visitors want? Well, if you don’t have the option to ask them directly, our recommendation is that you find it out for yourself by carrying out A/B tests.
A/B tests are the tool that can help you most understand the behavior of your visitors. If you want to learn more, don’t miss some of the tests that we have carried out on our website.