Although I'm not a web designer myself, I have many friends and acquaintances who work in this field. Talking with them, I’m constantly reminded that the tasks they take on are far from simple — and certainly not easy.
After long brainstorming sessions and much reflection, a designer comes up with ideas that the client finds appealing and suitable for their business. The client approves the design, and then the work begins on wireframes and mood boards, creating content, setting up SEO, final tweaks, and testing.
And finally — the long-awaited result!
But then something goes wrong. It seems visitors aren't really interested in your site. The website isn't generating sales — not even inquiries. Simply put, there’s no activity happening on the site at all.
Isn't that frustrating?
What could be the possible reasons?
That’s exactly what I want to talk about — what could potentially scare off your visitors.
#1. Outdated plugins
What plugins are used on your site? Just ask yourself:
Are you making your visitors wait while content is being "dug out" of Flash files — which have long been outdated and are no longer recommended?
Designers, for heaven's sake, don’t underestimate your visitors. They don’t have the desire, interest, or time to wait for updated plugin versions to install.
HTML5 video players are an excellent alternative to outdated plugins!
#2. Pushy registration requirements
Of course, gated content can be a good strategy for capturing leads into your sales funnel. But before doing so, think twice. Gated content only works in your favor if the registration process isn’t complicated or boring for users.
Believe me, many companies have achieved great success and lead generation with simple, streamlined signup forms.
#3. Slow loading speed
This is arguably one of the biggest reasons why visitors leave websites. Slow loading of content, images, or pages can drive anyone away. Users will simply move on to another site that loads the information faster.
Let’s face it — in today’s fast-paced world, no one has the time to wait for a page to load.
To ensure your website loads quickly and functions well, be sure to test it. There are special tools that can help, which we discussed in our post “5 Free Tools for Testing Website Page Speed”.
#4. Outdated website layout or design
Technology evolves rapidly — and so do user expectations.
A site full of images used to be trendy, and it’s not entirely outdated even now. But a website designed with outdated principles won't attract users. Quite the opposite — it will likely drive them away.
Remember, you’re not designing just to fill your portfolio or to satisfy unreasonable client demands. Design is about making an impression, and an outdated style won’t help you do that.
#5. Content is too complex
Having unique content is great for standing out, but if it’s overly complex, visitors simply won’t understand it.
You might think content is the copywriter’s job — but not entirely.
If your content is too “creative,” it becomes hard to grasp. Just like with slow loading, users will leave and look for something more digestible elsewhere.
#6. Auto-playing audio and video
One of the most annoying things on a website can be auto-playing audio or video. You might think it grabs attention, but in reality, it distracts users and frustrates them.
If you insist on using auto-play elements, at least make sure there’s a fast and visible mute/stop button. Ideally, just avoid this altogether — most of the time, it drives users away who won’t want to return, even if your site offers valuable information.
#7. Inactive blog
As you know, a blog is one of the most important ways to inform your visitors about products or services in a simple and informal way.
However, if your blog is inactive for a long time and lacks relevant updates, your website will inevitably lose interest among users. You might think a blog isn’t that important — but trust me, many people return to websites just to read blog updates and maybe find something interesting.
For example, I personally check out the blogs of certain companies or businesses to see if there are any new promotions or offers that might interest me. I'm sure you also visit the Wayup blog from time to time to see if there’s anything new.
So don’t underestimate the power of a blog!
#8. Unclear product benefits
Users are typically attracted to products or services with clear benefits. But if your value proposition is vague or filled with generic words like “reliable” or “fast,” users won’t pay much attention. Your product won’t stand out from the crowd.
Try to identify unique and clearly defined features for your product. By the way, one rising trend in 2017 is using product feature icons — like the example below. It adds a nice visual flair to your site.
#9. Confusing navigation structure
Don’t try to reinvent the wheel by turning your website’s navigation into a “Fort Boyard” challenge. If you think users enjoy clicking through endless links to find what they need, then maybe web design isn’t the right career path.
When someone lands on your site, they shouldn’t be searching for the right button or tab to access information. If that happens, you already know the outcome — they’ll leave and won’t return.
Conclusion
The reasons for a website’s failure can vary — everyone has their own. What one user finds acceptable might irritate another. Today I tried to outline the most common causes. That’s why it’s crucial to study your target audience. Put yourself in their shoes and figure out what might push them away. You can also test your website with people in your circle who aren’t involved in web design.
The goal of design is to attract users and get them talking. So go ahead — make that happen!