A homepage acts as the face of your website. When Googling for your company, chances are people will land on your website first. If you see people bouncing from your website i.e. leaving your homepage, it’s time to find the issues that keep them from exploring further.
Having improved website conversion rates for our clients over the course of several years, we have documented some common factors to make each homepage engage the website visitor and convert them into a customer or a subscriber.
In this article, we’ll dive into the reasons that make visitors bounce from your homepage and how to fix them.
Unclear and Vague Messaging
What are you offering? This is the first thing that interests your potential clients. While a minimalist catchy slogan or abstract banner such as shown in the example below may seem like a breakthrough idea to your creative team, most visitors look for something less vague.
The key to successful website copy is to state your main value proposition above the fold in a way which communicates exactly what you do and engages the visitor to explore more. .
Not Personalizing Your Website To Your Target Audience
Knowing your target customer’s pain points is important for any website design to be effective. As we all know good customer service starts with knowing your audience and creating personalized first time experiences on the website as well as throughout the entire customer journey.
This page above is not offering value to customers unless you know your target customer and personalize your website to them. There’s no “one-size-fits-all” solution for every person visiting your website.
Make sure you have defined your core target audience and ask customers what they expect to find right from the very first experience on your website. Use this data to inform your design.
Complicated language and styles
Cut out excessive phrases, complex words and vague meanings. Avoid jargon, unless your website is targeted at a very specific audience, and don’t hyperbolize, calling your product the “number one solution” or “revolutionary,” as it sounds intimidating and insincere for an average customer.
The simpler, the better? We doubt this. You need to break through to your audience, and some messages matter so much that you can’t reduce them to one word.
Also, remember to review the copy for grammar, punctuation, form and style of storytelling.
UX/UI and Design Mistakes
CTA elements are not visible
Remember that your home page is not a final destination; rather, it is a jumping off point to the other landing pages on your website. That’s why it’s great to feature your homepage with a clear and visible CTA button.
What may confuse visitors?
- A low contrast of background color and font color.
- A small font size.
- A CTA button with more than two colors.
The other case is when CTA elements are not visible on the first screen, so you need to scroll down one or two screens to see it, or when a website has no CTA at all.
You choose unreadable fonts
Don’t use indecipherable or inappropriate fonts and make sure that font size adjusts to any screen sizes regardless of font family and type. Don’t use font container for 100% weight, as it makes long lines on full screens.
No visual accents are on the first screen
At first, including multiple photos and service descriptions together may seem tempting in terms of hitting all types of targets. In reality, this will mess up your homepage. Brainstorm in your team on what really matters. Put visual accents on these offers, and create sleek and understandable navigation for the secondary ones.
Web forms are too clunky
Web forms should be short and clear, with minimum information input requirements. The best option for a homepage is a one-line form where a visitor could leave their contact info or subscribe to a newsletter.
Loading time is slow
No SSL certificates
Secure sockets layer is a protocol that allows your website to safely connect to a particular user’s browser. Not only does it provide better security, but also affects your conversion rates as it gives your website more credibility and thus better ranking in search engines.
A website is not responsive
A homepage that doesn’t fit the screen size will definitely cost you some customers forever. They’ll rarely come back to check if you’ve fixed it. Test your pages in multiple browsers and on various devices before the website release.
Web pages are not optimized for SEO
If your web page is beautiful and insightful but gets no visitors, probably people are not searching for you! Keep up with the latest SEO guidelines to boost your homepage with the necessary tags, meta descriptions, and keywords in order to appear higher in the rankings.
So, if your startup is going to launch a new website, learning from these conversion mistakes is common sense. What can be done to improve your homepage? Three tips to sum it up:
- Know what and to whom you are selling.
- Make a professional and lightweight UX|UI design.
- Follow the latest SEO recommendations.