One reason could be a higher bounce rate. In other words, visitors on your landing page that ‘bounce off’ before you get a chance to convert them. When you see a high bounce rate, it probably means your website needs to be redesigned. Decreasing the bounce rate means more engaged visitors and a greater chance of conversion.

Avoid pop-ups and a bad user experience
In general, pop-ups create a negative user experience – they should be avoided at all costs. Equally, nobody wants to wait for a video to load and Google will decrease the authority of a poor designed page and the chance of retaining a good search engine ranking.

Improve Your Content’s Readability and Relevancy
You will retain customers or users on your website if they find it interesting. You should write interesting and engaging copy and pay attention to formatting and font styles too. Use headlines wisely, use subheadings and bullet points to make the article easier to read and understand. Here are some more tips:

Make information concise and easy to read
Use bullet points.
You can use charts, images and screenshots.

Mobile Optimisation
People use the internet on their phone because it’s easy and convenient, so optimise your website for the mobiles/tablets as a matter of course. Make sure that the site is fast and easy to gain information and in doing so you will convert more traffic.