I’ll admit it. I can be a completely girl-girl sometimes. I like dressing up and doing my hair. I like a good shopping trip, especially if shoes or purses are involved. And yes, I like the occasional chick flick. How to Lose a Guy in 10 Days is one of my favorites.
In the movie, the main character writes for a women’s magazine decides to write an article about everything women do wrong when trying to snag a boyfriend. Of course, hilarity ensues when she puts her theories to the test and tries to drive a new guy away (who has unbeknownst to her recently made a bet that he can make a relationship work).
Sometimes, I feel like we’re all like the women in the movie – we’re actively trying to drive readers away. Forget ten days…if you’re not careful, you will lose readers in ten seconds.
We’ve been talking a lot about bounce rate here at BlogWorld recently, including compiling a list of links about bounce rate. One of the points several bloggers have made is that bounce rate is more significant if readers are only staying on the site for a few seconds (as opposed to remaining on your site for several minutes, taking the time to read a post). So what are you doing wrong? Well, I certainly can’t speak for everyone, but here are a few things that will make me leave a blog in under ten seconds:
- Being smacked across the face with a pop-up
The great pop-up debate will likely rage on for decades to come. I’m currently not using them on my site, but I do understand why some people do. Whether you use pop-ups or not isn’t the point though – it’s about how you use them, if you make that choice.
If you smack me with a pop-up two seconds after arriving on your site, I’m probably going to click the back button pretty quickly. It definitely makes me trust your content less, since it seems like you’re just trying to sell me something, so even if I do get through the pop-up, I might click the back button pretty quickly unless your content is amazing. If you’re going to use pop-ups give me some time to like your blog first. Time your pop-ups well!
- Content that doesn’t match the promise
Your regular readers aren’t going anywhere. They already love you. But to convince new readers to stay, you have to have great content. This goes beyond simply writing valuable content. You have to right valuable content that people want.
If I’m new to your blog, I’ve probably arrived there one of two ways – through a link or through a search engine. I click a link when the title looks interesting, and I visit via a search engine when your content looks like it might match with what I want to know. If I get to your blog and the content doesn’t meet my expectations, I’m going to leave. So:
- Make sure your content delivers on what your headline promises. Link bait is fine, but the content has to actually be good if you want people to stay on your site. (More on that here.)
- Look at the search terms people are using to find your blog. Are your posts actually covering the most popular terms or are some of your posts accidentally optimized for random keywords? (A good example: I once wrote a post called The Blog Sneetches, and sometimes people arrive at that post using the search term “sneetches” – which is probably not what they want!)
When I’m looking for specific information and I don’t get it, I’m going to leave pretty quickly.
- You regurgitate content I’ve already read.
It’s important to write posts that are helpful for beginners in your niche, but if you’re basically rewriting what’s already been said, an reader with experience in your niche is going to leave pretty quickly. Personally, I think the best way to solve this problem is make sure you have some posts specifically for newbies (and named as such, like the beginner’s guide to bloggers basics I wrote) and some posts that answer specific questions (again, clearly titled), but then also write posts that are filled with original opinions, thoughts on news stories in your industry, personal experiences, and other things that your readers can’t find at any other site. The more original you are, the better.
I think a lot of the other things that make me leave quickly are more personal preferences than anything else. For example, I don’t like to see posts written by “admin.” What about you – what will make you leave a site quickly?