Often companies make mistakes with their websites that cause them to lose leads—and lose revenue. Potential buyers visit their site but don't take any actionable steps or they leave immediately. On top of that website owners have no idea that happens or why.
"I've reviewed over 5,000 websites since 1995, and I found over 95% of them are leaving money on the table—sometimes quite a lot of it. And often the owners have no idea," says Philippa Gamse, author of 42 Rules for a Web Presence that Wins. "I call those leaky boat websites because they look great on the surface, but underneath you find all these places that are going wrong."
"You really can't rely on [visitors to your website] to figure out what they should be doing next. You need to tell them," Gamse says. "People say, 'Oh, but my navigation is pretty simple, and people can easily see where to find stuff.' But there's overwhelming research and evidence that show that people don't [know how to find things]. There's at least a 40% chance that they'll go to a place you don't want them to go or they will leave."
Listen as Gamse discusses:
- The biggest mistakes that cause websites to lose money
- Two of the most important sections of a website that companies overlook
- How to give website visitors a personal experience
- The importance of measuring website traffic and performance