Increase Visitor Retention Rate
The likely hood of someone landing on your web page and staying for longer than ten seconds is like 3%! Discouraging? Just a little bit! The possibility of a website visitor landing on a page and staying for longer than 30 seconds is almost zero. Unless someone is visiting a website for a specific purpose, the chances of someone who stumbles across a website by browsing and staying on that website are very unlikely, and the possibility that person will return and revisit the website is less than 5%.
So now that your vibe is totally in the dumpster, you’re discouraged, and you are wondering why even try, let’s talk about how this can change. When a customer visits a page, the goal is to keep them on the page for as long as possible and drive them to the “buy now” button or the “subscribe” button. The longer a visitor stays on the website, the better the retention rate. It’s also known as other names, but we are going to call it a retention rate. So, how do you increase visitor retention rate?
Format your website strategically
It’s important to have a strategy in place to drive people to do what you want them to do. First, the objective is to keep visitors on the page for as long as possible, so their willingness to buy or subscribe increases. So here are a few tips, in no specific order, to help increase a visitor retention rate:
Tips to Increase Visitor Retention Rate
1. All external links should open in a new tab or window. That way the visitor isn’t taken out of the website to visit an external link. This will also help with productivity, relevant content, and better analytics. Because a visitor isn’t taken out of the website so quickly by just clicking on a picture which may be linked to an external link, the retention rate doesn’t fall. The reason a retention rate is so important in an analytics report is because it can tell a website owner a lot about the effectiveness of the website. If all external links already open in a new tab or window, and the retention rate is still low, the issue is the content or the maneuverability of the website. It can also be how the website operates, or the product or service isn’t appealing to the targeted audience. It may simply be that the website doesn’t sell the product.
2. The website should operate smoothly and flawlessly. The modern person has an attention span of about 8 seconds. If the person’s interest isn’t captured within 8 seconds, the interest is lost. A website that doesn’t perform as people expect a professional website to perform will not deliver. All the operations of a website should be thoroughly tested before launching, and should not be left with loose ends. Even if it seems inconspicuous, someone will point it out. If one person finds it, the chances are higher that another person will find the issue.
3. In order to retain a visitor on a page, it is important to make the page appealing. Of course the target market has everything to do with this, so be innovative in the use of colors, shapes, words, use of energy, video, fonts, and images. Every market has a different image, and most competitors will look exactly the same with slight variations. Although innovation in how the web page is presented is essential to increasing the visitor retention rate, it is also important to keep things “real” and fresh. Remember, visitors are people and they are subject to the same likes and dislikes as most social norms relevant to that target audience.
4. Users of the website should be able to easily follow the flow of information on the site to easily reach the site’s objective. Placing clear directions and information that is clear and short is essential for allowing users to easily follow the flow of information presented on the site. No one likes to be confused, and unless your site is the DMV website, they’ll probably leave the site and never return if they are confused.
5. Structure. The structure of the website creates the ability for information to flow easily, and it allows the website to operate near or at its optimal potential. The structure refers to how information is formatted in terms of pages, number of pages, tabs, page layout, divisions on a page, where and how images and videos open, how links appear, where external advertisements are placed, as well as the format of the content. Most importantly, the structure of the subscription or the ordering process must be easy to follow and should always direct someone either to a thank you page or back to the home page. It’s never a good feeling to put information into a website, click submit, and the information fields go blank. That’s a good way to ruin a website’s reputation and trust.
6. Call to actions should be short and specific. They should also be easily identifiable. Also, the homepage should have a brief summary of what the business offers as well as the benefits of doing business with your business. Be sure the summaries are interesting with correct spelling and proper grammar.
7. Proper maintenance and routine testing are essential to ensure the website is properly functioning. A broken website will sever a retention rate.
Use your Analytics Wisely
There is a lot that can affect the visitor retention rate, and these are only a few. The analytics that are generated from a website are only useful if someone is using them to be proactive and bettering the user experience of the website. If a visitor retention rate is low, as in less than 1 minute depending on the website’s objective, it is time to face reality and make changes to better the website or the marketing target efforts. If one can match targeting efforts and optimize a website for a better visitor retention rate, the business is able to flourish and meet its potential.
Wishing you much success,
Sergio with the iBrand Your Business Team