Making a success of an online store is very different to running a traditional bricks and mortar high street shop.

It’s simply not enough that you have a functioning website full of great products, there’s lots of ways to fine tune it to make sure that when potential leads visit your pages, they convert into customers.

So, if you’ve found that plenty of people are stopping by, but not necessarily spending any money, here’s three reasons why they might be leaving in a hurry and how you can try changing their minds.

Bad Navigation & Content

Two things which are proven to point your potential customers in a different direction are having unclear navigation and poorly produced content.

Having poor navigation on your site can really make things frustrating for visitors for your site. If they have arrived on your site looking for particular information or a certain product, you need to be able to direct them towards it in as little amount of clicks as possible and through links which are easy to interpret.

Bad navigation can be bad news for you in another way too. See this post by Hubspot which explains why having bad navigation can also damage your SEO.

Having poor content can also scare off potential customers. Regardless of what industry you are in, your site needs to be as clear to understand as possible.

If a visitor to your site can’t get the sufficient information they are looking for or accurately understand what your page says, you have a very short window of opportunity before they vacate to another site. In fact, research suggests that you have as little as 10-20 seconds to really grab the attention of someone, if they stay for longer, they have generally found something worth reading, if not, they will head somewhere else.

The fonts you use are also important in making your content clear to read. Take a look at this post from Fast Code Design which argues the case that the Comic Sans font should never be used.

You Site Isn’t Responsive

A reason which has become increasingly relevant in recent years is not having a website which is responsive to mobile devices.

We spoke to web developers Way Fresh, who explained to us the importance of having a responsive site.

They said, “The way in which we use the internet has changed massively in the last couple of years. Now, more people use the internet via a mobile device than via desktop, meaning it is imperative your site appears clear and easy to use on different platforms.”

It’s fair to say we have all had bad experiences with sites which aren’t responsive. Whether it’s the never ending zooming in and out to read the text and click links or the slower loading time of pages, it makes the user experience so much more difficult and is likely to make you look elsewhere.

Too Many Adverts

Deciding to allow advertising space on your site is a perfectly reputable way of monetizing your platform.

However, there is a fine line between a having a few noticeable ads and ruining the users experience entirely by bombarding them with pop-ups. This is an issue which has been frustrating internet users almost since its inception. It fact, it features in this list of ’25 Reasons Why I’ll Leave Your Website in 10 Seconds’, which says everything you need to know.

We’ve all had bad experiences with websites and overcrowding adverts, so put yourself in the user’s shoes, take a look at your site and consider if it is possibly too intense or not.