Don’t Make Your Visitors Jump Ship: 4 Traffic Blocks on Your Website


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There’s nothing more frustrating than wasting time.

I routinely save my work when I’m creating a document or spreadsheet because you never know when something might happen to make you lose your unsaved work. But some companies seem to have missed this memo when designing their websites.

I can’t even count how many times I’ve filled out a form on a website and, due to one error or another, was taken back to resubmit it — but all my information was gone. After experiencing this, I did not want to fill out the form again, often choosing to simply abandon the form and leave the site without completing the call to action both the site’s owner and I wanted.

A website isn’t complete until it functions properly, so you’ll need to design it right and test it vigorously. Your potential customers need a clear path from beginning to end, and it’s your responsibility to remove all obstacles and guide them. Keep your business running smoothly by testing your website for these major traffic blocks:

1. Interstitial Ad Pages

A link should be a promise. When you click one, you expect to be taken to a specific page. Some sites instead lead you to a dedicated ad page you have to click on before you can get to the content you wanted to see in the first place. Forbes is notorious for its interstitial page with an annoying ad and a half-witted “thought of the day.”

Here’s a thought: Stop making your users wait! These pages disappoint people, especially on mobile devices.

2. Confusing Forms

Glitchy forms aren’t the only customer deterrent — including too many fields can be overwhelming, too. It’s tempting to ask for as much information as possible, but avoid long forms that your customers might abandon halfway through. After creating a form, fill it out yourself to make sure everything works. It’s not until you fully complete the form that you’ve followed web form best practices.

While filling out the form, be sure to check for consistent grammar. Place hint boxes and hover text where necessary, and use sub labels. Be sure to include an open-ended question for visitors to leave feedback or comments. Also, ensure that the information stays in the fields so they don’t have to input identical information; if they’re anything like me, they won’t.

3. No Mobile Optimization

It’s not always possible to create a mobile-optimized website, but there are ways to make your site more mobile-friendly. For example, if you require users to input an email address, adding to a text field lets mobile browsers know to show a keyboard layout designed specifically for inputting email addresses. This can save your customers a lot of headaches.

Click here for a list of other HTML5 field types available to you, including fields for numbers, dates, colors, and more.

4. Difficult-to-Find Customer Service

No matter how user-friendly you make your site, people are bound to have questions. Make your customer service easy to find. Your homepage should have a link to support, which should list FAQs, a searchable database of solutions, and a variety of contact options. Keep the most important information at the top, and provide a search bar in the header that’s accessible on every page.

Website design is easy and difficult simultaneously. It takes consistent design and accessible information to build trust with a visitor. Converting visitors into customers requires easy navigation, working forms, and accessible support — no matter how they landed on your page.

With a solid format and organized information, you can turn your struggling website into a success. Just make sure you test it yourself before frustrating the most important people in your company: your customers.

Brian Gruber
Brian Gruber is the founder and CEO at Lucky Orange - the premier service for website optimization and improvement. Based in Overland Park, Kan., Lucky Orange allows you to see and interact with your website visitors in real time. Lucky Orange technology helps you easily generate heat maps of clicks, track mouse movements, chat with visitors on your site, and create insightful polls, all at an affordable price. Follow Lucky Orange on Twitter.


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