The Five Reasons That Push An Internet User To Leave Your Website Temporarily.

internet-users

This is not inevitable, provided you identify the causes of the problem.

An Internet user may be required to leave it permanently or temporarily during his visit to a commercial site. These exits can be classified into two main categories: departures from permanent sites (called “churn”) and leaves from temporary areas (called “exturn”). The term exturn is the contraction of the verbs “Exit” and “Return.” Indeed, in the present case, the Internet user has to leave the site for one or more of the five reasons which follow and to return there to continue his journey and to finalize, or not, his purchase.

Limit Exturns To Increase The Conversion Rate

The exit of a site of a Net surfer is never harmless because nothing guarantees its return. He may find a similar product at a better price on a competitor’s site, a shorter delivery time, or more simply, forget to come back because another more important task or event absorbs him.

By default, a temporary exit corresponds, over a session, to inactivity on a site page lasting less than 30 minutes, and therefore to a resumption of activity before this period by the Internet user. In other words, inactivity of more than 30 minutes is considered a definitive exit from the site. The objective will then be, for a data scientist or a UX designer, to optimize the funnel (the funnel) of transformation by limiting the reasons for temporary exit. These are broken down into 5 Cs: Consulting, Comparison, Cross-site, Cross Activities, and circumstances.

1- Advice and Inspiration

Internet users are looking for additional information on the product or brand outside the site. He wants to talk about it with his communities on social networks (Facebook, Instagram, YouTuber (s)…); communities who can inform him in a more “informal” way about the product or the brand through tutorials, “Do it yourself” (“DIY”), feedback from customers… After finding the desired information, the user can then return to the site and continue his customer journey.

2- Comparison

The Internet user may want to compare the product on other sites in a moment of uncertainty. The most common reasons for comparisons are:

  • Price (benchmark price, delivery costs, different VAT, etc.).
  • Product-specific characteristics (color, size, etc.).
  • Delivery times.

3- Cross-site

In parallel with his research on the site, the Internet user makes additional purchases on competing sites. On his computer screen, he will then have several browser pages open simultaneously on the different sites. It is not uncommon for an Internet user to open two to three pages to “keep” the product pages available. These behaviors are most often found on travel sites, where supply and prices can vary very quickly. The Internet user will be simultaneously on a site to search for a stay in a hotel and on another site to complete his trip by purchasing a plane ticket.

4- Cross Activities

The Internet user interrupts his journey because he is asked to act as the site, to finalize his order: for example, to validate the creation of a customer account, search for a promotional code outside the site. The site to benefit from a reduction or wait for the validation code of his bank sent by text message to validate his purchase. Therefore, the route is stopped temporarily at the initiative of the site, which asks the Internet user to validate a step of the way to move on to the next step.

5- Circumstances

In this case, external events lead to a sudden interruption in the route: a cut in the wifi network, a phone call that suspends navigation on a smartphone, a handling error … Contrary to the four previous points, these causes are generally independent of the site and difficult to anticipate or manage by site managers. Solutions to remedy this are few and far between.

Apart from the circumstances, the four other reasons can be anticipated, thanks to the realization of several audits of the digital shopping journey. This technique, developed by digital marketers or data scientists, makes it possible to understand the behavior of Internet users during the different stages of their customer journey, identify possible exturns and provide ergonomic solutions to rationalize the conversion funnel.

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