03 Aug 12 4:53 pm
Seems to me about all one can do is to keep optimizing pages (in all the known ways) to keep whittling down the percent of visitors who leave early. Maybe try to enumerate the limited number of things you can
optimize and just keep at it - with your niche market research and your ideal visitor in mind.
Not saying your site has these issues, just thinking of possibilities... Out of your control:
* They arrived by accident (e.g. made a typo in their search, or decided to try a new search before evaluating the current one).
* They assumed your site was wrong, just by first impression (e.g. they were expecting an "answer site" format).Can be optimized:
* Their preconscious visual perception was negative, so they didn't bother to actually read anything. Remember that human visual perception is much faster than conscious thought (but not faster than "emotion" - brain Limbic system). People get a first (visual) impression of your web page which emotionally colors their reaction.
* They arrived, saw large blocks of text, without easy scanning (by headers, etc.). They thought it too hard to read and not easy enough to just scan for their question.
Page load was slow. By the time they saw the page, they had already decided to leave.
* No doubt there are other things not coming to mind.The mindset of the visitor:
People are often in a hurry. They may have in mind comparing the first X number of sites and then sticking with the best, or failing that, returning to the next best. In other words, they are not really reading pages, just doing a quick glance through a search list - to find something that matches what they have in mind. This goes back to the task of market research and knowing what's in the mind of your ideal visitor.
Certainly, not every visitor will be your "ideal" visitor, so some will have something very different in mind. If that percentage of your traffic is 20% or less - well, that doesn't seem to so bad to me. "You can't please everyone". I think we all have to settle for some percent of people who will leave quickly. My intuition would be that 10% or 20% is normal.
Hope this helps...