Because most websites have not been designed to make people want to stay but to try and impress them with everything the business does and offers.
Imagine you arrive in a shop with no clear, helpful information and no one is there to help you. I bet you'd just leave and go somewhere else.
It's exactly what happens with most websites, but much faster than in a brick-and-mortar shop.
I've reviewed a bunch of websites and haven't found many that don't leak. In fact, websites leak by nature and I compare them to leaky buckets. You keep spending time and money sending “traffic” to your website full of holes! Why?
There are two main reasons for that:
- You confuse traffic with real, flesh-and-blood people with human problems.
- You are trying to impress more than to help.
This shows up in many visible and hidden ways on your website, and can easily be fixed.
Now, the question is: how do I know if my website leaks? First, if you are sending expensive traffic to your website and you have very few results, then of course you know something is wrong. But it doesn't tell you exactly why it leaks!
The best way to find those “holes” is to assess your website and review critical points. That's exactly what I do and I know precisely where to find those leaks ou how to spot them.
I'm not judging the design but the strategy used to plan the website. It can look beautiful and be totally useless (that's what happens in most cases).
In order to convert, it doesn't have to impress visitors but guide them to make them want to stay 10 seconds, then 20 and so on, until they take action.
Stop losing visitors (and clients). Do something about it!
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