Why Visitors Leave Your Site Instead of Becoming Web Leads

Web leads are the people who visit your business web site. If properly managed, web leads often become customers. If your web site and the copy on the pages (as well as other information and helpful content) are well written, visitors will be led from a landing page to the pages that will provide the information they want or answer their questions.

A study by the American Marketing Association recently revealed that only 65% of those who visit a web site will reach the product detail page and only 2% will buy. This reveals two important findings: (1) many web sites are moving leads through the site to a purchase, and (2) web sites are not helping people get beyond barriers to purchase.

This study said the five top reasons people leave a web site before making a purchase are:

1. They are not ready to buy. Instead they are still gathering information or they are not the right visitors. Web leads must be managed (if they are the right visitors) in ways that help them gather the information they need quickly and given a reason to buy now.

2. Unclear site instructions. These web leads shut down because they cannot find the information they need to buy. Your job is to make that information easy to find.

3. Distraction. Often there is too peripheral information on the page. The landing page should resemble the ad that brought you the web leads. There should be nothing on the landing page that is not designed to move the lead to a buying decision.

4. Unease. Many things can make people uncomfortable about buying. Among them are too many products, the risk of buying something expensive or something you do not completely understand. Your job in managing these web leads is to reduce the risk, limit the options and help them move to the next stage in the buying process.

5. Exhaustion. These are the web leads who are so tired and frustrated by an inability to find what your ad told them to expect or because there are too many steps in the purchase or you are asking for more and more information, or links do not work properly, etc.

Web leads are too often people who might have bought but gave up. Managing leads means removing barriers. When you can find ways to manage web leads around these barriers, you will reduce the number of people who leave your site without buying from you.

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