I have talked about the pros and cons of advertising in many articles on this blog, but today I want to write briefly about an additional consequence of placing advertising on your site – encouraging visitors to leave!
Visitor retention is the key to a successful website
If your website is not attracting and retaining its visitors, you will struggle to make your site a success.
You may get 1,000 visitors per day, but if these users are never coming back you will not succeed. Visitor retention is what makes a site successful.
Advertising as a false economy
Advertising is present on almost every site these days. If it only makes you a little spare change each month, I would argue that it is not worth carrying ads at the current time.
I know that opinion is split on this – some say you should monetise from the outset so that visitors become accustomed to seeing ads on your site, whilst others (including myself) feel that ads on a new or low traffic site are not worth the revenue they generate as they can be distracting from your site’s content, and drive away visitors.
It is unlikely that visitors will leave your site just because you carry advertising (unless it is truly overwhelming and distracting) however, you should consider the fact that every ad on your site is a potential exit point.
How advertising can cost you visitors
As I have already mentioned, visitor retention is the key to a successful website. If your site contains a number of ads (or ‘exit-points’) you are making it easier for visitors to leave your site, never to return again.
You want to be minimising the number of exit points on your site when you are getting started – are those few coins you are earning each month worth it when you consider just how much easier you are making it for your visitors to leave?
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