However someone comes to your site - Google, social media, direct - they take just a few seconds to decide if they will stay.
You've probably heard of bounce rate. It's a term for when a visitor comes to a website and leaves before visiting another page.
There are some reasons why that may not be the worst thing. But in general you don't want people to leave after only seeing one page.
Page speed could be a big factor. If it takes multiple seconds for your website to load people will likely leave.
But another big factor is capturing the attention of the visitor. Not only confirming that they're on the right page, but also intriguing them to keep reading, viewing or listening.
Here are a few insights to help you convert more website visitors into buyers.
I'm a big believer in the heading. It's often the first thing a visitor will see. It will confirm that they're in the place they want to be and it will also present the offer you're making to them.
With that said, you want to accomplish that with as few words as possible.
The longer the heading, the more likely the person is to leave. If something is intimidating they're likely going to leave and lose interest.
Think of how you feel when you see a large paragraph or block of text...
It doesn't capture your attention. There are too many other distractions on your phone. The heading needs to be as concise as possible.
You're not the:
#1 Family Dentist in Denver, Aurora, Lakewood and Englewood
Family Dentist: $59 First Appt.
That's a concise offer that instantly confirms what you are, what you offer all while grabbing attention with the price.
More on that later.
The logo has become somewhat secondary when it comes to grabbing attention on a website. Especially with smartphones. The goal with the logo should almost be to be in the background to confirm your brand while not being too distracting.
You don't need to repeat your brand in the heading because your logo is there. You can also include a secondary logo and brand name in the footer where people will often look if they're curious.
And they can always read more about you and your company on the About page, which they will likely do if you capture their attention on the homepage.
3. Animation, Popups, etc.
I'm not a huge fan of either. There are instances where I think animation can grab attention in the right way. Maybe a little something with the main heading.
Or maybe after a second, when the visitor has a chance to comprehend the heading, an animation appears below to further tell the story and get the person to scroll for more info.
Popups...I'm not a fan. Too many websites ask the visitor to do something from the first moment they arrive on the site.
Signup for email. Get a white paper. Signup for push notifications.
These are all short-term items aimed at getting some kind of return. But most visitors to a website are first timers. You're more likely to push them away with this stuff than you are to win them over.
4. Temptation To Scroll
Speaking of scrolling, a big part of capturing attention is getting the person to scroll. Whether they're on their phone (likely) or on their computer.
Designers have gotten really good at this by showing just part of the second heading or part of an image or part of a paragraph.
The more you tempt the visitor to scroll the more you grab their attention and get them deeper into your site.
You don't want to mislead them. You don't want to make more work for them.
The social sites do a great job of this. Think of Instagram. You're enticed to really scroll. Almost endlessly.
Your website isn't necessarily like Instagram, but if you can keep giving visitors little rewards for scrolling then you're going to grab their attention almost every time.
I'm a fan of including the pricing on your homepage. If possible, package your offering so that you can at least offer some kind of price.
Most visitors are looking for the price first when they're interested in buying. They want to know if they're even in the ballpark for price. If not, they'll leave and that's probably good for them and for you.
Including the price somewhere right away or with a little scroll can win attention.
Grabbing the attention of the visitor is how you win them over. If you aren't able to they're likely going to bounce. Keep your heading short and concise. Do what you can to get the visitor to scroll. And try to avoid annoying them with some kind of popup. It's the best way to make sure they stay on your site and get pulled into what you're selling.