5 Reasons Mobile Visitors Are Leaving Your SiteYoma18th March 2016
According to Deloitte, 76% of all British adults now own a smartphone and spend more time on them than on any other device, but less than 25% of them are using mobiles to make calls.
Instead, people are immersing themselves in a digital world of news, entertainment, social media and mobile eCommerce from anywhere at any time and while this presents real commercial opportunities for e-retailers, it presents real challenges too.
If your mobile bounce rates are high; in other words, people are leaving your site before reading an article, exploring your range of products or making a purchase, you are missing valuable opportunities to build relationships, gather data, make sales and grow your brand.
The good news is that some of the most common causes of high bounce rates are easy to fix. Here’s the top 5 reasons why mobile visitors are leaving your site and some tips on how to stop them:
Your Website is Not Responsively Designed
Mobile phones are evolving rapidly, and with a wide range of screen sizes, touch or keypad and connectivity options for consumers on any budget to choose from, you could enjoy high volumes of mobile web traffic on your site.However, if mobile users are finding your page and quitting before taking any desirable actions, it could be because the overall appearance and functionality is not suitable for their device. You can change this by making sure your website is responsively designed. Responsive design enables your website to adapt automatically to the screen size of each individual to make it user-friendly. Better yet, Google reward companies who make their websites accessible to mobile users by increasing their page rankings.
Your Site is Not Efficient
The fantastic portability of smartphones makes it possible for consumers to find your online store, get information about your products and make a purchase at any time from almost any place, but if you want to secure their custom, you need to offer them an efficient online experience. On average, Brits spend 2.5 hours per day on their mobile device but in very short bursts of time. People who are shopping or comparing prices will be online for just 1.8 minutes and even then, could be interrupted by incoming calls, lost connections or simply their bus journey coming to an end. To make the most of those precious few minutes, your mobile site needs to be simply formatted with a single column that makes all the information they need, clearly visible and easy to navigate.
Your Site is Difficult to Navigate
As already mentioned, a site that’s easy to navigate is essential, but particularly so for touchscreen devices. If a web page is crowded with too much content or if the links or buttons are too small or placed too close together, it’s easy to navigate to the wrong page and this frustration creates a negative user experience. Think about what you really want your customers to do, cut out any non-essential items and place navigation links in a drop-down menu or at the bottom of a page where it doesn’t interfere with readability.
Your Site Requires Too Much User Information
In order for your customers to find a product, place an order and complete a purchase, they will need to enter data, but on a small screen, whether using a touch or keypad device, it’s easy to make errors and this also contributes to a negative user experience.Minimise your data-entry requirements by enabling customers to create an account that stores their preferred payment methods and delivery information to simplify and speed up the buying process.
Your Site Has Too Much Content
Mobile web pages that are populated with too many text documents, images or videos make it difficult for users to see what they need on a small screen and it also slows down the page loading times, particularly in areas where Wi-Fi or service provider connections are poor.This is frustrating and a major contributor to customers bouncing straight out of your online store and into one of your competitors. Overcoming this problem means finding the right balance between having enough SEO-friendly content to achieve Google rankings and give consumers the information they need, without compromising the speed of your site. By making your website responsive, efficient and easy to navigate, you will offer your audience the best possible user experience and in return, enjoy increased mobile web traffic and conversions.The creative and technical teams here at Yoma have equipped hundreds of e-retailers with sites that satisfy the needs and expectations of smartphone users so if you need our advice or expertise, give us a call and see how we can help you.
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