There aren’t too many nuts-and-bolts items on this list that relate directly back to the design and development of a website, but responsive design is no longer an added feature. It’s a non-negotiable requirement for all digital properties.
As of November 2016, more users accessed the web from a mobile device than a desktop device for the first time in history. Additionally, Google has begun penalizing websites that are not mobile friendly while ranking mobile-friendly sites even higher, making it even more vital today that all of your digital properties are fully responsive.
5. Your site has high bounce rates.
There are a number of reasons your website could sacrifice from high bounce rates*, from content on the page not matching what the user expected to slow load times, to name just two. This problem isn’t always terrible news, as high bounce rates can sometimes mean you’re getting plenty of traffic — just not converting that traffic by presenting engaging content and a fluid user flow from landing through conversion.
*A bounce rate above roughly 56% is considered high in most industries.
The best way to decrease bounce rate is to start the process of a website overhaul by understanding your business goals and users, then building a solution that follows best practices to achieve those goals.
6. Your site has slow load times.
Speaking of slow load times, this performance killer is a common issue facing the smallest and largest company websites alike. A recent study found that 30% of site visitors are likely to abandon a page if it takes more than 6 seconds to load. Six seconds may seem like no time at all, but in the fast-paced digital landscape, it feels like an eternity to users.
Like high bounce rates, slow load times can be caused by a variety of website issues ranging from larger-than-needed images to poor code quality to an off-the-shelf content management system (CMS) loaded up with third-party plugins.
7. Your site is misaligned with your marketing messaging.
Your website should serve as an enhancement tool to your content marketing, capable of converting your online marketing strategy as well as being a support mechanism to other campaigns.
A website that is not aligned with your overall marketing message loses the benefit of an integrated campaign and positions your website as a tool sitting on an island alone. The most effective way to solve this problem is to build your website with flexibility in mind from the start, ensuring you can adjust key areas of content through the CMS—without needing to call on a developer for assistance every time you need to refocus a page.
In addition to adjusting to marketing shifts, a flexible site will allow your team to conduct A/B testing and other strategies to continually improve and enhance your web presence.