Grabbing attention is fairly easy. People readily respond to colourful and bombastic imagery, loud noises and provocative headlines. A far more difficult job is keeping attention. This is a job that requires substance and thought. A job in which gimmickry is punished, not rewarded.
Web designers are constantly faced with the job of keeping attention. Most visitors to a website will never make it pass the front page, let alone actually preform a conversion action. As a matter of fact, this phenomenon is so common it has its own name, the bounce rate. Here are some of the ways in which you can avoid consumer disinterest, and reduce your bounce rate.
Optimising Your Call to Action
Poorly constructed call-to-action buttons can result in the haemorrhaging of visitors from your site. If your CTA takes longer than 5 seconds to locate, then statistically, you have already lost 10% of your visitors. As such, it is of paramount importance that your CTA is designed correctly.
Firstly, you want your CTA to be as visible as possible. One way in which to do this is through colour. There is no one colour that is optimised for web design. The best colour you can choose is one that will starkly contrast with the colour scheme of your website, while simultaneously being aesthetically pleasing. Additionally, placing your CTA high on your landing page can also increase its visibility. It introduces the CTA to your customers immediately, calling attention to the main message on offer.
Beyond CTA visibility, the text that you use for your CTA is also of great importance. Text should be short and to the point, no longer than four words. You should also use more actionable words like “download” or “buy” over passive words such as “submit” or “click here.” Finally, your phrases should have a sense of urgency to them, ending in words like “order now!” or “limited time, 50% off!” over phrases like “order” or “discounts available.”
When it comes to the Internet, anything less than instantaneous speed is considered intolerable to the average user. Most people expect a landing page to load in around 3 seconds. If it takes 8 seconds, then you are estimated to lose around 26% of your audience. If it takes 13 seconds, you lose 46%. At around 25 seconds, you have virtually no one left.
Keep in mind that this problem extends beyond landing pages. The number one cause for shopping cart abandonment on Ecommerce sites is the slowdown from page to page transitions. It is simply not enough for one page in your site to load quickly. Every single page must have lightning fast load times, or your customers are at risk of wondering.
Opting for the fastest hosting provider you can find is the best method for increasing website speed. Moreover, you can increase website speed by cutting down on the number of plugins, enabling browser caching, reducing redirects and compressing images.
Keywords & Web Copy
A mistake that can often be made with Google Ads is for people to focus too much on the ad itself. Weeks of research go into the choosing of optimal keywords. These are keywords that are relevant to the business, that are relatively inexpensive and that people search for regularly. This is all necessary mind you, as you should choose keywords that meet these criteria. The problem arises in the landing pages of your ads.
Very often, people will forget to implement the keywords of an ad into the actual web copy of the page they are redirected to. So for instance, if I’m advertising for an airline company, and I use the keywords “cheap flights” in my Google Ad, I need to actually use the words “cheap flights” in the web copy of the landing page. If I don’t, users who clicked on my ad after searching for “cheap flights” will feel as if they’ve been duped, and will soon click off the site. This will in turn decrease the quality score of my ad, and thereby decrease my ad ranking.
A Game Of Inches
Holding onto consumer interest is a job that never stops getting harder. The Internet is only increasing in website count, and marketers are using evermore ingenious methods to gain an edge over their competitors. It is a game of inches, and every possible technique you can utilize should be utilized. Because if you don’t, someone else will.