Bounce rate is the percentage of visitors to a website who leave after viewing just one page. Visitors who make up for the bounce rate exit the website without performing any specific action.
What Is Bounce Rate?
Bounce rate represents the percentage of visitors who enter a particular website and then leave ( aka. “bounce”), mostly after viewing only one page, rather than continuing to view other pages. They leave without taking any action, such as clicking a link, filling a form, or making a purchase, within the same site.
Why Is Bounce Rate Important?
First, bounce rates are important because they indicate that your webpage is irrelevant or confusing to your visitors. It shows that your content is not targeted to your visitors’ wants and needs. For example, if you’re experiencing a high bounce rate on your home page, it helps you identify that your home page is not being found as containing anything useful in any way to your visitors or is just boring.
When you pay for traffic, through some form of advertising, bounce rates serve to measure the amount of waste incurred. It helps you know the percentage of the traffic you have paid for that is bouncing off your site and, consequently, how much your ad budget has gone to waste.
Bounce rates on sales pages reflect how convincing your sales strategy and even the page are in getting people to buy your products. When you are experiencing a high bounce rate on your sales pages, it is an indication that you should your ads could have been successful. Still, your web page is discouraging to your visitors and potential customers, letting you know what to optimize.
Studying your bounce rate through analytics tools helps you to identify why your visitors are leaving. This will, in turn, help you improve the user experience on your site and optimize your site effectively.
10 Ways To Reduce Your Bounce Rate
To identify your top pages with high bounce rates, you can use analytics tools such as Google Analytics. This will help you identify the actual problems. When you identify the problems with your landing pages causing your high bounce rate, the next step is to fix the problems to reduce the bounce rate. Here are ten tips to reduce your bounce rate:
Improve Your Site Speed
Visitors usually make up their mind about a website within the first few seconds of being on the site. So, you cannot afford for their first few seconds to be spent waiting for your site to load.
You may think that the issue is with your page content, but it sometimes is that your visitors do not have the time to wait for your content to load. So, before optimizing content, optimize site speed.
You should optimize every landing page on your site. This can be done with tools like Pingdom and Google Page Speed. You should also optimize your images, use a Content Delivery Network, add better caching and use a fast hosting provider to speed up your site.
Improve Your User Experience
User experience refers to your users’ browsing experience during the entirety of their interaction with your website.
When your website is pleasant and easy to use, your visitors will have a good user experience. So, you should make sure your site is easy to use and appealing to the user on all platforms and devices, that is, mobile and desktop.
Use High-Quality Images
Images, particularly high-quality images, have proven to effectively captivate users’ attention on landing pages. Hence, they are an effective tool in decreasing bounce rates.
There are various stock photography websites from which you can get high-quality images for your web pages. These images can be adopted as fullscreen backgrounds, parallax backgrounds, background slides, or inline images next to your call to action.
Optimize Your Call To Action
Your landing page should be optimized to concisely describe your main site content or what you’re selling, and there should also be a prominent call to action on the page.
You need to know what you want your visitors to do, then prompt them to take action. In crafting your call to action, you also need to think of user intent and how your page can satisfy users’ needs.
Your call to action should be clear and honest, and not misleading. Misleading your users can lead to a bad user experience and consequently contribute to your high bounce rate. Also, having more than one call to action on a page can confuse and overwhelm your audience.
A/B Test Your Landing Pages
It is important to A/B test your landing page know if your headline or call to action is working. You can use different content strategies on each page and run A/B split tests to see how each of the strategies performs. You can also try creating different landing pages, targeting different audiences, keywords, and even regions, and so on.
Optimize For Mobile
Too many websites are still not optimized for mobile. More and more people access the web through their mobile phones every year, and so, not optimizing your website for mobile is directly setting yourself up for a high bounce rate.
Optimizing your website for mobile may be difficult and expensive, but it is worth it. And, of course, an essential part of optimizing for mobile is ensuring that mobile speed is fast.
Use Internal Links
The inclusion of internal links in your content is another way to reduce the bounce rate. But one thing important thing to note is that including too many internal links does not look good does not enrich the user experience and offers no genuine value to users.
Too many links can overwhelm your users and even discourage them from clicking on any of the internal links. Try your best to only link to valuable and actionable blog posts, especially those particularly relevant to the post you’re linking from.
Have a Solid Content Strategy
You need to make a content plan that allows you to use different content strategies simultaneously. As your goal is to get users to stay on your website, your content strategy should involve adopting content you know your users will find engaging.
You can search through the web for ideas on content for blog posts that are enlightening and entertaining, thus guaranteed to keep your users engaged. Remember that there is also the place of balancing your experimentation with different content strategies and creating a consistent content plan.
Format Your Text Properly
It would be best if you formatted your text and pages as a whole to be welcoming and easily accessible. If visitors feel like navigating through your text or page is tedious, they will likely abandon the page. You should make it easy for them.
Your text should not contain very long paragraphs that can overwhelm your visitors. You should also make use of white space to make your content more approachable. You can also use appropriate headers, frequent subheadings, suitable images, and bulleted lists. Using these will make it easier for users to skim through your content and find out what they need. You should also know how not to overdo it with these elements.
Build Trust With Your Audience
It may not be easy for users to readily trust your site or the products you have to offer when you are not yet one of the big names. You need to be deliberate about getting your audience to trust you.
You can display reviews of your site or products and services from third-party sites. You can also display your awards, endorsements, certifications, quality scores, and industry affiliations. Another way to ensure the trust is by ensuring that your website is secure and displaying safety seals for your visitors to see. The safety seal will make your audience feel secure about handing out personal information like debit and credit card details.
Your bounce rate is a reflection of how appealing your site is to your audience. We just looked at 10 of the most effective ways to reduce your bounce rate. As this list is not exhaustive, you may try to research more ways, but guaranteed, these are the best. Now, go ahead and implement them to reduce your bounce rate, and of course, it will increase your conversion.