Do people who visit your page stick around on that page or bounce right off the page ? Ever wondered why?
What is a Bounce Rate?
Bounce rate tells you what percentage of people left a certain page on your website without viewing any other pages. A high bounce rate is significant, since it indicates that your website visitors aren’t looking for more content on your site, or clicking on your Calls-To-Action(CTA), or converting into contacts. Basically it would portray that the viewers don’t have a good first impression of the site.
It’s not to be confused with exit rates. An Exit Rate is specific to each page; it’s the percentage of people who leave after viewing the page. Your exit rate lets you know the last page that users view before they move on. Whereas Bounce Rate is the measure of site’s ‘stickiness’ or number of visitors who leave your website after visiting a single page.
10 Ways to Reduce Bounce Rate
1. Speed Up your Page Load Time
People like fast sites. A slow loading time or buffering of a site can destroy your business and discourage potential customers from buying from you or viewing your page. Google has mentioned that ‘Site Speed’ is a ranking factor and a fast site is a good user experience. The slower your landing pages load, the higher is the bounce rate of that page.
An example would be the shopping websites. In a study, it was found that two thirds of UK consumers (67%) cite slow loading pages as the main reason why they would abandon an online purchase. A presentation by AliExpress claimed they “reduced load time for their pages by 36% and recorded a 10.5% increase in orders and a 27% increase in conversion rates for new customers.” Instagram too increased impressions and user profile scroll interactions by simply speeding up their site.
2. Content Matters
Make the content readable. Powerful content may evoke a “wow” reaction from your readers, but it may not solve their problems. In contrast, the right content will not only “wow” them, but it’ll also suggest tips and solve their problems.
- View your site from the customer’s perspective and notice that ‘huge Contents’ or masses of contents scare the readers away. Hence highlight the important keywords or sentences to attract the users to that particular content.
- Bold keywords must be utilized but care must be taken not to use them many times because that would just ruin it’s purpose.
- Make sure your content is up to date with absolutely no errors must be present on the page. If a customer notices any error then he would directly bounce off the page.
- Bullet points and Sub headings must be put to use wherever it’s necessary, in order to make the content clear to the customer.
- Make them participate by asking them certain questions as they read. This would make them feel involved and not make them feel ‘bored’; hence reducing the chances of a high bounce rate.
3. Improve Website’s Design
First Impression should always be the best.
- Enhance the usability of the site by adding better color contrast for the backgrounds, adding appropriate images with reference to your content, different fonts, font style and font color for the headings and subheadings.
- Navigate your pages properly in an orderly format such that you can make it easier for the customers to use your site.
- Use different Page Layouts for better view of the website.
Thus by improving the website’s design, you tend to make it easier for the customer’s to use your site and also attract more and more customers.
4. Avoid Irrelevant Popups
The least that you want your viewers to feel is to be annoyed looking at pop up ads. Sometimes the ads won’t even be related to the page’s content. Hence more ad popups, higher is the bounce rate.
But popup ads do have their pros of getting you more customers in your email list. So what can be done then if you need popup ads to take place as well as reduce bounce rate?
In such circumstances, add popups at the bottom of your page or vertically on the left/right side of the page such that the Placements of the ads are not a barricade in front of the viewers.
5. Attractive Meta descriptions
A Meta Description is a tag in the HTML, that summarizes a page’s content. Search engines show the meta description in search results mostly when the searched-for-phrase is contained in the description. But avoid lengthy descriptions for better efficiency.
Thus, higher bounce happens when you’re getting the wrong website visitor from the start.
6. Set external links to open in new windows :-
If the customer is made to click the back key in order to reach the previous page from the page that he was viewing, then it becomes a tedious job for the customer to shuffle among pages. Also, sometimes you might loose some important credentials if you had closed the page by mistake.
Hence, in order to not loose any viewers in the process, you can set external links such that the page opens in a new window.
If you use a WordPress theme, you can download and install the WP external links plugin. It’ll automatically set all of your external links to open in a new tab or window.
7. Make your site mobile friendly
When prospects visit your site on their iPhone, iPad, tablets and other mobile devices, will your page display perfectly?
This question should never be neglected.
As the days pass by, the technological prospects of every industry is improving. It’s time to take your brand to mobile because your customers have their mobile devices with them everywhere.
Almost 95% of your customers use a mobile phone as it’s compact for few and easier to operate for few. Hence, optimize your website to mobile phones and make sure your website works flawlessly on mobile devices too!
8. Interesting 404 Page
There will always be times where there might be broken links you haven’t had time to fix yet, and that is where a 404 page comes in. A 404 page directly relates to broken links.
Think of a 404 page as a way to save that person from immediately bouncing from your site. Google has some documentation on how to create useful 404 pages. It can also be beneficial to add a bit of humor to your 404 page as the customer would be curious to know more about the company behind it.
Here is a great example of GitHub’s 404 page. Also, like they did, it is recommended you add a search box on your 404 page so that someone can immediately search for what they were trying to originally find.
When the customer is lost, the best tip is for the site to be a guide and help the customer by solving his problem. You need to guide the customers towards their goal. The customers shouldn’t have to feel too confused or think too much when arriving at your site. Make certain that your Call-to-Action is prominently placed on your landing page. If needed, it could be placed on each page but make sure to not barricade or close upon the customer.
Consider these tips to help guide your users to your CTA:
- Place a ‘search function’ in clear view for users with attractive images.
- Match the keywords in pop up ads you run to your CTA, this way the customers naturally spot what they expected to find.
- Activate a better Call-To-Action which works efficiently.
10. Add Videos and Suggest Credibility
A video can be very appealing and grabs attention to the customers hence make sure to add few videos related to the content on the page. You can use a full screen video as a background, or add it next to your call of action. You can use animations, music, audio, narration, colors, and so many different forms of persuasion tools.
Last but not the least, build credibility and trust on your website. According to a GlobalSign survey, 84% of shoppers abandon a purchase if data was sent over an unsecured connection.
Proudly display the glowing reviews of your product or services from third party websites like Product Hunt. Showcase your awards, endorsements, certifications, quality scores, and industry affiliations. Make your website secure and display safety seals.
By knowing they are safe you can ensure a visitor won’t bounce from your website.
Navaneetha, popularly known as "nav", loves to read, play badminton, play the keyboard and sing but when she's not doing any of those, she loves to write. What started as a high school hobby to write is now her ongoing passion. At AeroLeads, she manages Inbound Marketing and Social Media Marketing.
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