Over 90% of websites could cease to exist and no one would bat an eye or notice their disappearance, except for their owners. We’ve discovered 5 major reasons why websites fail and lucky for us we know a great solution.
1 – No strategy
No one plans for their website to fail, but failing to have a plan is a good way to crash. Every website needs a strategy because a website is a marketing tool. In order to gain traffic and repeat users, there needs to be a marketing agenda associated with the design and layout. Your main objective is your audience. So whom are you trying to reach? Look at your target demographics and figure out your plan of attack – how will you reach them? How can you lower your bounce rate and keep your visitors? How do you create loyal, returning visitors? Lucky for you, strategy is what Digital Trike does best.
2- No marketing, conversion, usability, or compatibility testing
All websites need to look great but if your design is just pretty to you and it doesn’t do anything for marketing, conversion, usability, etc, you are probably losing your audience. Web designers and web developers are two different creatures. They both have their specialties but what a website really needs is both to work together cohesively and strategically. Ask yourself again, who is your audience? What does your website offer that makes visitors want to stay and refer others? Is it easy to use? Is it compatible with more than one browser? A great looking, excessively fancy website will fall flat. But a well strategized, fantastic looking, easy to use website will do wonders for your business.
3 – No built in profit metrics
More often than not, websites are not measuring the success of their site. There are plenty of tools out there that help you gather information about the amount of visitors, defined user paths and measuring your marketing efforts in terms of sales or call backs, even the amount of page views. These tools can be built into your site and measured or reviewed daily. Smart marketing strategy will be able to track changes or an increase in revenue and adjust the marketing strategy accordingly so that you are reaching your business goals.
4 – Bad code
The Internet is constantly evolving. The code has progressed in leaps and bounds since it first started. Ditch the Comic Sans, update from IE6 and make sure your code is up to par. Don’t get caught with bad or old code from the 90s or have some Joe Shmoe produce a site using any old web-design software. Make sure your programmers know why errors occur, how to fix them and how to make your site compatible on multiple browsers and platforms. Don’t pay for a lack of knowledge with lost sales.
5 – Poor execution
Too many bells and whistles like intro pages, overly intricate flash design, or extensive navigation will only drive users away. Sometimes the simpler the website, the better. Killer strategy and sleek, easy to use design is what a website should be. You want a site that works well and you need to be prepared to work it. Unfortunately websites don’t come with a database of devoted users. Your site should be ready for promotion. A few key things to consider are: does it work in all browsers? Does it look good on small and large monitors? Is it ready for visitors to join and get into your conversion plan? Overall, strategic design means it works for everyone and it is ready for you to promote.
Is your site failing or lacking in any of these areas? Digitial Trike has the expertise, the creativity, and the ability to update your site to its full potential. Contact us today to find out how we can help guide you in the right direction.