Any good Internet businessman will understand the value and power of conversion. Businesses would often remain stagnant if their bounce rate becomes incredibly higher than their conversion rate. When visitors abandon your website, the action inadvertently increases the bounce rate of the site. If an online entrepreneur fails to take the issue of abandonment seriously, he or she is likely to remain stagnant or run out of business.
What is Abandonment?
“Abandonment” refers to reasons why a user abandons a site
before taking the action, the site owner desires, typically purchase a
product or making an inquiry.
There are a number of beautiful sites on the Internet with
unique innovations. Unfortunately, these sites rarely turn a profit or convert.
Site owners must focus on only one thing when building a site – converting
visitors to customers. To avoid abandonment issues, you should focus on the
following:
1. The site should always load as quickly as possible to
accommodate visitors that are using 56k dialup modems.
2. The site should be designed for ease of use, not “what
looks good.”
3. All advertisements must click through directly to the
items that are being searched, not the home page of the site.
4. Site pages should be kept short to improve load times.
5. Information that is not germane to the product or service
should be removed.
6. Flash, music and other “atmosphere elements” of the site
should be removed or optional to speed up load times.
7. Signing up for the site newsletter must be incredibly easy.
8. Customers should be required to fill out the minimum of
information to make a purchase.
9. Newsletters should be issued in HTML and text since some
email systems do not accept HTML.
10. All images should be compressed for quick loading.
11. All links and emails must also include AOL friendly
equivalents.
12. All emails must have automatic text wraps at 60 spaces so
that the recipient does not receive a disjointed mess of code in their email
box.
13. Email communications from the public must be responded to
within 24 hours.
14. Communications made after business hours must be
responded to first thing in the morning.
15. The site should offer accumulating bonus points for
purchases that eventually lead to a “free gift”
16. When an order is shipped, an email should be sent to the
customer telling them as much.
The list is not exhaustive, so you should always view site designs and advertising from the perspective of the customer. The universal question for each project is, “How could we make this easier for customers?” By emphasizing this approach, you will bypass many of the problems you see on the net and avoid wasting your advertising dollars.
See you at the top!
@iamtundegold
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