Every website owner had this experience - many visitors quickly leave the site for no apparent reasons - either they got there by mistake or they didn't find what they were looking for... Either way you need to work hard to decrease the bounce rate. At the same time, you don't look at your competition, you work hard by yourself. You can compare the bounce rate of your site in different periods and try to reduce it. It doesn't matter how you measure it either with Metrics or Analytics. I described a number of errors, which lead to increase in the rate. Carefully read the text in its entirety (or at least subtitles) and make sure that you don't make these mistakes on your website.
1. The information does not meet the user's request
Your web site does not contain the information that the user wants? This is the number 1 reason why it fails. No matter how beautiful your site is and no matter how great the texts are, e.g., if the user wants to know how much it is to travel to Italy and your text is a long story about that beautiful country and great time there, you will irritate the user and they will rush to another web site. Do not waffle in your materials. Share specific information that exactly matches a title of an article and meets user's expectations.
2. The long text
Ideally justified text, long paragraphs and no visual "islands" will force users to leave your site. We had one client with a record of texts on their site, over ten thousand characters per article. Their principle was simple the more information the better. Obviously, nobody, not even the most curious user ever read that to the end. Try not to repeat their mistakes. It might take more time than you think to change such a text. By the way, after reading this paragraph, you probably thought that the text should be contain less than 10 thousand characters, didn't you? That's not true. The text length doesn't matter, what matters is how the information is presented. It should be short and concise. No matter how large your text is if it is valuable to the visitors they will read it.
3. Another common mistake that we constantly notice in our practice is that there are too many keys that are used awkwardly.
That's the past; times when the density of keys on the page played a major role in search ranking are over. A lot has changed since: the search engine algorithms have become much "smarter", the number of ranking factors has increased many times, computers learned to search for latent semantic indexing, and - most importantly - users have become much more demanding. Despite all this, many sites have remained the same. They do not care that the texts stuffed with keys are impossible to read, e.g., bold font in a text. Such tactics were actively used in the early 2000s, the bold font was a key factor in ranking, which is no longer relevant, but many sites are still full of such texts.
4. Duplicate information on other web sites
If your text duplicates what's posted on other sites, it is unlikely to be read, even if it is written better and in other words. Your texts should be unique. Not unique in a sense of 100% approval at Advego, they should provide new and unique knowledge, not replicated anywhere else before. You may ask where to find such knowledge? In fact, that's available everywhere. You just need to be a little curious and have imagination and start to think more broadly. For example, I recently decided to write an article - Recipe for selling text. Such materials are plentiful on the web with dozens of copywriters sharing their texts writing tips invariably leading to sales. How to create a unique content in this case? It turned out that was easy - I started with a statement that there are no texts leading to sales and then explained why (it's not the text that defines a product or service, but the product or service defines the text).
5. A number of terms without definitions
I'll open you a secret: majority of the users who visit your site are not versed in your subject matter as well as you are. Surprised? Then start immediately explaining terms on your site. Trust me, people who know won't get scared and the beginners will be sincerely thankful.
6. Outdated data
All of you know that there was another update of Penguin, anti-spam algorithm, released. Shortly after that, many SEO specialists rushed to search for information explaining how to avoid sanctions (including myself). However, the search failed, because at that time search of "how to protect from Penguin 2.0"in google yielded very little, and all of what was available was focused on the first Penguin, which was irrelevant. Conclusion: watch out for events that occur in your field and keep your content up to date.
7. Misspelling and grammatical errors
Most of the users are willing to forgive your grammatical errors in two cases: if your content is of particular value (for example, a description of a new problem or new approach) or if you are a recognized authority in the field, and readers you are so fond of, that do not pay attention to your minor mistakes. In other cases, users will rush to close the page, and move on very quickly, those that aren't lazy will write a couple of angry comments.
8. Unreadable Font
It's easy to select a font that isn't readable. You need to take the following actions, in this precise sequence: take the font, write an article, publish it and start reading. Does it feel comfortable? If not, you need to change the font. To improve results, you run this test past several people, especially more senior folks. Keep in mind that the legibility depends on the font, colors (both the text and the substrate), line spacing, paragraph and so on. I think that you need to keep it simple, the font isn't a design element that you need to focus on. The purpose of font task is not to interfere with how the information is absorbed and not to reveal your creativity.
9. Incorrect coding
You don't have to be a perfectionist to be irritated with the incorrect site layout. It irritates the vast majority of users and implies negligence and irresponsibility. Do not create a false impression about your professionalism. Make sure that the text is all smooth and neat. Test your template in all resolutions and all popular browsers. That's obvious, but I had to repeat that one more time.
10. Non-professional design
First appearance matter and the design of a web site is the first appearance. Web sites with cheap and unprofessional design immediately cast doubt on their credibility and accuracy of the data. It's somehow acceptable for an amateur site of a school teacher or a speech therapist but it's not for an online store or a large company.
11. Poor navigation
Imagine you are in the deep woods without a map, compass and mobile phone. You really want to get home, but you have no idea how. You shout for help, but no one hears you. It makes you uncomfortable, doesn't it? Users have similar experience navigating dark corners of your website. Here is the advice: do not test their resolution, think carefully of your navigational structure and make sure that it is clear to everyone.
12. Missing search
Users got used to search function, a rare users will scroll through catalogues and click on all links. You need to make sure that this element is present on your website that makes user's life a little bit easier.
13. Too much advertising
Advertising is a powerful stimulus. Today, it is known to almost everyone. Pop-up banners, flashing animation, silly news headlines are cheap. If there are too many elements on your page, the user will feel disgust and desire to leave the resource as quickly as possible. The "banner blindness" does not work in this case. Too much advertising will hurt your web site.
14. Slow loading
Modern web users are very impatient. They will not wait long, and move immediately to another site. PageSpeed helps to determine download speed. If the results are less than 90 kb / s, most likely, your site has errors that slow it down. Find out the errors as soon as possible and fix them.
I'm sure many of you experienced the following situation - you want to download something, watch or participate in a survey, and you get this irritating message: "To do something, you need to register." 99% of users close the site page in irritation right after that message.
16. Background Music
Yes, you will not believe, but there are still sites on the Internet that use background music. You know what's interesting? This element is probably even worse stimulus than the abundance of advertising. Intrusive whirling of circular composition is capable to irritate even the calmest user, especially if they are looking for a button to switch it off and it's not there.
17. Random Video
Imagine this - you go to the store and you have to buy the clothes that you do not want to buy. It is not your size and they maybe even intended for the opposite sex and you have to pay for it anyway. How would you feel? Anger, irritation and a desire to leave the place as soon as possible, that sounds about right. The same thing happens to the users visiting a site with a video that automatically starts playing. Why should they have to pay for traffic video that they are not interested in?
Hopefully, you found this material interesting and it will help you to improve your web site .