Most marketers probably don’t set out to annoy website visitors. After all, driving traffic away is generally regarded as a poor strategy for encouraging conversions. And yet, we see websites every day that almost seem like they were designed to repel paying customers. To help you avoid making the same kinds of mistakes, here are seven annoying tactics that drive first-time visitors from your website faster than you can say “mouse click.”
#1: Pages That Load Slowly
No one has patience for slow-loading webpages anymore, especially in the era of mobile web devices when customers are always in a hurry and on the go. Bad programming and low-quality hosting are usually the culprits here, and they can kill the effectiveness of your Internet marketing campaigns.
#2: A Lack of Mobile Compatibility
More than half of all web traffic originates from mobile devices like smart phones and tablets. Or, to think about it another way, a website without mobile compatibility is next to useless for more than half of all potential customers. That makes it easy for them to take their time, attention, and money elsewhere.
#3: Content That’s Hard to Read
No one wants to arrive at a website that reads like a textbook. Good web content should be formatted into short paragraphs with sub headings and bullet points that make ideas easy to scan, read, and understand. Long blocks of uninterrupted text almost always scare visitors away.
#4: Aggressive Pop-Up Ads or Subscription Prompts
Although a lot of marketers swear by these tools, the reality is that they get things backwards: few visitors will want to sign up for your newsletter before they’ve read some of your content. Being overly- aggressive just leads to fewer conversions.
#5: Unrelated Advertising
When website visitors see advertising on a page that is related to the content, they often wonder what the real goal of the website is. In other words, it devalues the content that’s on the page. And when that happens, they usually look for a better source of information.
#6: Misleading Ads or Headlines
In the same way, when content is misleading or to “over-the-top,” it hurts a marketer’s credibility. There’s a fine line between grabbing attention and going too far, but you’ll have to navigate it if you want visitors to stick around.
#7: Dead Ends
No single webpage has the answer to all of life’s most pressing questions, so internal links and next steps are important to the marketing puzzle. Without them, it’s easy to lose someone’s interest the moment they click away from your pages.