Website abandonment is one of my biggest frustrations. Having a highly functional website full of high-quality content and yet seeing users leave for no apparent reason can be incredibly annoying. So why is this happening? There are three main factors that could trigger such a reaction from users, eConsultancy says. Read on to see if one or more of them may be causing you trouble:

1. Complicated sign up, login and checkout sections. Even if users are willing to purchase from your site, when they face numerous questions and have to share too much personal information, they are likely to change their mind. This remains a factor for shopping cart abandonment as well. Remember that many consumers may be visiting your site through a mobile device, so a lengthy form could be particularly frustrating. If you want visitors to your site to register and then spend money, keep these sections as simple as possible. Including a social login or a payment provider login (such as PayPal) will automatically give you much of the information you need, and will simplify the process for users.

2. Lack of connectivity. Reading content is important, but discussing and sharing it is just as crucial to modern users. They will be more likely to make a purchase if they can read reviews on the product and ask their friends about it. This will also bring the bonus of improved search engine rankings for your business.

3. Consistent performance across channels. eConsultancy quoted data from Zendesk, showing that two in three consumers have completed a purchase on more than one channel, with many of them using multiple screens to do so. Provide a seamless user experience across channels and consumers will be more likely to complete the purchasing journey.

I hope you find these tips useful. If you are still struggling to keep hold of visitors, speak to one of our friendly team today and find out how we can help your business with all things content-related.

Ben Hollom

May 22, 2014