After putting in all that hard work developing a great business site full of useful website content the last thing you want is to have elements of your site distracting your viewers. If the majority of your online marketing efforts focus on bringing visitors to your website to order a product or fill out a contact form, make that process as simple and straightforward as possible.
We’ve identified three elements commonly used by online marketing agencies to help business sites stay secure and entice visitors, but that can also harm user experience and conversion.
Security Features That Distract or Deter Customers
Anyone who has filled out an online form is likely to run into a Completely Automated Public Turing test to tell Computers and Humans Apart – a CAPTCHA. The idea is simple – the site shows you a distorted pair of words and you have to type them into a text box and submit to show that you’re human.
The problem with CAPTCHAs is that they’re often illegible even to humans with perfect 20/20 vision. According to a study by Stanford University, the visual CAPTCHA takes 9.8 seconds to complete – and the rates for the audio CAPTCHA for the visually impaired is even worse at 28.4 seconds. There’s a huge difference in how individuals interpret them as well, only 71 percent of the time will three users agree on the proper letters in the same CAPTCHA.
The Moz Blog discussed the subject in greater detail in a recent post.
Online Advertising That Might Do More Harm Then Help
Internet video is becoming a big player on the online marketing circuit. Businesses that develop website content on YouTube or Vine or Vimeo often gain new customers through this budding market. However, these very videos, when embedded on your site, could be doing damage to your customers’ attention.
When a video auto-plays it often becomes an annoyance, especially if your site is on a separate window or tab on the user’s browser. On older machines, auto-play videos tend to lag or completely lock up a viewer’s browsing experience, causing them to either have to crash or abandon your site just to continue their regular computing. Unless your visitors are coming to a page strictly for that video, leave it as an optional play feature – don’t force it on them.
Pop-ups are also a problem, especially when they become difficult to close or appear on every page. Live chat help windows and ads are the two most notorious and they can often block the important website content your visitors are there to see. This is a case where you’ll have to work with your website developer and make sure the windows are easy to close. It’s also a good idea to discuss if you can manage how often they appear – if a visitor is on your main page they should get the live chat pop-up only once and not on every page they navigate to.
Your business website should make sure that the content is easy to access and distraction-free. We Do Web Content is proud to provide businesses with the web content they need to attract the customers they want. To get started, give us a call or fill out our contact form to speak with our sales manager about all of the services we offer to help grow your business through Internet and SEO marketing: 888-521-3880.