The link between UX and sales

What can you say in 8 seconds?

According to statisticbrain.com, a website viewer spends an average of eight seconds on a page. Having an easy-to-navigate website is essential as you need to grab a customer’s attention with relevant and engaging information in those precious eight seconds. Having a website filled with bells and whistles will frustrate a customer if they need to scroll through endless pages, plug-ins or infinite images to find what they’re looking for.

What is a bounce rate and why does it matter?

A bounce rate measures how many people leave a page. This metric is important as it measures the quality of your website. A high bounce rate means a website is constructed poorly, whereas a low bounce rate indicates a website is running smoothly. You can measure this with the Google Analytics Tool.

 

5 Reasons why people are leaving your site

#1 They couldn’t find what they needed

The placement of content is important when it comes to people finding the right information. We are creatures of habit and are used to finding things such as  the About Us, products or FAQs information in the menu or the footer. If it’s difficult to find the relevant information on your site it will cause frustration and leave a potential customer unimpressed. Remember, those precious eight seconds…

#2 They get confused what to do next

Where is your booking button? Is it easy to find? After you’ve impressed a customer with your content, it is  crucial to convert them quickly. This probably means placing your ‘purchase now’ or booking button on the 1st or 2nd pages of your website. Do not put your booking or buy now button somewhere that’s difficult to find – this will result in zero conversions.

For some great examples, take a look at:

Your Sydney Guide 

Rafting New Zealand

Poni Divers in Brunei  

Outback Pioneers 

Blue Derby Pods Ride

#3 They don’t trust your brand, business and/or product

Brand trust is key when it comes to converting a customer. They are trying to establish if your website is trustworthy enough to input personal and credit card details into your website you need to make sure you look the part . Ways to build a trustworthy website include using high quality content and installing and advertising your website security details. To learn more about brand trust, we deep dived into it here

#4 You didn’t capture their attention or impress them

When someone visits your website, they want to know how your product/service will  benefit them or improve their life. By making it clear how your tour, activity or attraction will give them a stand-out experience is a key value benefit that needs to be captured on your website pages.

Answer their question of, “What is in it for me?”. Is what you’re selling the biggest ever adrenaline rush, is it educational or a once-in-a lifetime experience such as seeing whales surfacing in the sea and blowing gallons of water out of their blowhole?? Will your tour be unforgettable? Showing images of what customers can experience and expect will  help to impress, influence and inspire them. .

#5 Does your website and/or online presence scream credibility?

Similar to brand trust, you will improve your standing and online presence by adding testimonials, reviews, photos of customers, and social proof. Using testimonials and reviews from customers will help to build trust and make them not want to miss out. Adding credibility through testimonials, reviews and photos will influence the buyer’s purchasing decision as they see firsthand how other people trusted and enjoyed  your product.

Furthermore, having social proof (social channel icons) in your footer shows customers that you use social media channels. Social media helps with credibility as it displays photos of your product, business and customers, while also showing customers’ comments and reviews. To learn more about social media credibility click here.

In Conclusion

The architecture of your website plays a huge role in your sales conversions. It is important to create a website that captures the viewer’s attention in eight seconds. By keeping your website simple, trustworthy and credible, you impress customers which will lead to  conversions. A website with high traffic and a poor UX will have a low conversion rate and high bounce rate.

We hope our 5 tips on improving your website will help with your conversion and bounce rate.

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