In first conversations with potential clients, we often hear that their existing campaign plan was good, but the results were unsatisfactory. This is when we most often are asked whether there are definitely errors on the website.
The irregularities are most often the result of so-called bottlenecks on the landing page: loading speed, unintuitive customer path, improperly functioning responsiveness of the page, etc.
Below are some of the most common web errors that we help correct when preparing campaigns for clients.
A like for like analysis
The most common is the lack of web analytics, which makes it impossible to identify the behaviour of the users we acquire during a campaign. A very important topic is the transition to Google Analytics 4.
There are also situations where GA codes have been plugged into the site by external people or companies and then there is a problem. Without proper analysis, it is impossible to fully optimise operations.
Let’s not test…patience
Online shoppers are used to immediate responses to their actions. If the page loading speed is too slow, only the most persistent will choose to wait. The most common reasons for long loading times are excessive codes on the page, too many or the size of the images.
Adapt
A problem that is still encountered is the lack of responsiveness, or that it does not work properly. If a website does not adapt to different screen sizes it is a guarantee of a poor user experience and a likely result of lost conversions.
We all love forms
A large proportion of users have already resigned themselves to having to fill in forms on websites, but this does not mean liking this form of spending time. Therefore, it is worth checking that you are actually only collecting the information you need and that everything is working perfectly. Expecting too much information in forms often causes the user to abandon filling them in. Errors in forms can lead to the loss of user data. This can make it impossible to leave contact details or finalise an order and potential customers are lost.
Non-functional pages
Often, customers focus on the visual side of a campaign while overlooking what the buyer will see once they have navigated to his or her site. As a result, CTA buttons may be missing or insufficiently displayed on the ‘last page’.
From the first glance
Finally, it is worth repeating the popular phrase that you cannot make a second first impression. It is on the first glance that the most relevant buttons and content from the point of view of the objective should be present.
