Is your website scaring your audience away?

by in Analytics, Web Design & Dev

Sometimes it can give your audience such a fright that you can lose potential business within 2 seconds of their visit, scary huh?

With user demand so high, businesses can’t afford to risk their site lagging behind no matter how amazing your service or product is. 47% of online users expect a web page to load in 2 seconds or less, with 57% abandoning a page that takes more than 3 seconds to load. 

So it’s clear that every second matters. But sometimes it can be hard to know where to start when looking at how to improve your site performance.

Here are a few quick fixes and tips to help you improve your site.

Wave heatmap

The heatmap shows where users interact with your website

1. Add heatmap tracking to your website

This often overlooked tool has been around for a while and offers a very powerful insight into how to improve your website or specific pages.

Data is collected from users visiting a page and monitoring what they are clicking on. This allows an overview of users’ behaviours and works out if they are using your site/page the way you’ve intended it. It’s easy to assume what we think our visitors will look at and how they will interact with your pages, but you’ll be surprised as to what actually happens with a heatmap tool.

Highlights of this tool:

  • Monitor what users are interacting with.
  • Are users navigating to CTAs easily or clicking on the wrong thing?
  • Are users scrolling below the fold?
  • Enables you to tweak your page to improve its performance.

Heatmapping tools will allow you to tweak and improve the performance of a page/site without having to reinvent the wheel. For example, we know user behaviour on a page is to naturally keep scrolling on a site, however we can see from this example that there is a higher drop off rate for content after the fold. This would mean the priority of the content would need to be assessed to ensure visitors see the most important information you want them to see at the top.

Website Speed

A slow loading page can impact your users experience with the website

2. Speed up your site

You could have the fanciest website in the world but if it’s taking a few seconds to load, you could already potentially lose half of your visitors. Yahoo shared that 80% of a web page’s load time is spent downloading all the different elements of the page such as images, stylesheets, scripts and so on. The more on-page components there are, the longer it will take for the page to render.

Design can play a part in this, so think about what is essential to your site and what can be simplified. This also means looking at the images you have and ensuring they are the correct size for your site. Images that are unnecessarily too large will slow down the load speed of your site.

Areas to help speed up your site:

  • Simplify the number of elements on your site, how necessary are they?
  • Use CSS instead of images where possible.
  • Crop images to the correct size for your site.
Make your call to action stand out and use action words to make users click through

Make your call to action stand out and use action words to make users click through

3. Does your Call to action make users want to take action?

With over 1 billion sites on the internet, resulting in around 4.8 billion pages, you can imagine there are a lot of CTA buttons out there! Believe it or not, the colours you use on a CTA can really make a difference with how your users interact with it. A good example is a case study done by Maxymiser, which found that testing colour variations and action messaging helped increase their click rates by 11%. Look into the psychology of colours and the impression they give such as trust, passion, importance etc. and how this relates to what you want to achieve on your page. The next important thing is the message to tell the user what to do: make sure these are action words.

Action words:

  • Book your table.
  • Email sign up.
  • Download prices here.

Through tweaking and testing, getting the right combination of using the right colours and action words can help improve your click rates and fulfil the purpose of a CTA button.

4. Keep your site content short and sweet

It sounds really obvious but site owners still treat their site as a place to put in as much information as possible, thinking it will help communicate their product/service better. Putting blogs aside as that’s a whole different area, think about the amount essential information a visitor needs before making a decision to a CTA, can this information be shortened?

You can say a lot without having to write a lot which is even more important for mobile experience. If your visitor has to do quite a bit of scrolling on desktop to read through your information, imagine the amount of scrolling needed on mobile!

Some really nice ways to highlight key information is through:

  • Bullets – these can be supported with icons to emphasis each point and keep your content interesting.
  • Images – Give visual impact, which helps make your content feel personalised.
  • Short video – a picture is worth a thousand words, how much is a video worth?

To make sure all these steps are making a positive impact to your site, measure, measure, measure! There is no quick fix that’ll change your site’s performance overnight, but consistent monitoring and measuring will give you the insight needed to fine tune your site and its success.

Need more help with your website performance?

Send us your details and we will run a website performance audit to give you a jump start.