Today, most marketers work themselves out, leaving no stone unturned in their quest to drive heavy traffic towards their websites. This traffic then generates into leads who eventually transform into customers. Traffic…Lead…Customer … This perennial cycle has no end. This process is the sole way to success and profit for businesses. More traffic means more success. However, it is not written anywhere in stone that the traffic will absolutely turn into lead. High bounce rate impinges on the conversation rate of the website like nothing else.
What Exactly Is Bounce Rate?
Bounce rate tantamount to being rejected at first glance. Confused? Let me break it down to you.
Bounce Rate is basically the percentage of visitors (traffic coming your way) who land on your website but decide to abandon it without going to a second page. The higher the bounce rate, the lower the conversion rate. Higher bounce rate is a salient indicator of your failure to convince the user to stay, let alone act on your call-to-action that is to buy your product.
What Leads To A Higher Bounce Rate?
Want to know the reasons why the visitors didn’t stay long enough to give your website a chance? These are the 5 major reasons that may lead to a high bounce rate:
When a clickbait or misleading ad or text lead the user to your website. The realises that it wasn’t what they were looking for and immediately leave.
The website is brimming with anomalies. The functioning is not proper or it is too slow. These things might end up annoying the visitor into leaving.
A visitor might get bombarded by so many intrusive ads and banners that after trying for a second or two, they are bound to eventually move onto greener pastures.
If your landing page consists of poor grammar and terrible spelling mistakes, and low-quality images on top of that, no one’s gonna give your website another chance.
If your landing page is trying to extract too-much-information then the visitors are bound to get sceptical, not to say, fed up of filling the form, and eventually leaves the website.
Now that we’re privy to some knowledge about bounce rate, let’s discuss the ways to reduce the bounce rate of your website.
10 Ways To Lower Your Website’s Bounce Rate And Paving Way To Generate More Leads
1. No One Wants To Wait While Your Website Loads
More often than not, slow loading speed of your website is one factor that leads to high bounce rate. With abundant options on their fingertips, no one is willing to wait for a page to load. No one has that much time to spare. So, one way to improve your bounce rate is by making your pages load faster.
The loading speed is also a known SEO factor and has a direct impact on Google rankings. And high traffic eventually means growth in the lead generation.
2. Add Relevant Titles And Meta Descriptions
If the visitors are turning up at your website due to misleading information, it’s highly likely that they’ll exit immediately. So, make your titles and meta descriptions relevant to the main content. This is what you in the SERPS.
Not that we have covered the relevancy part, let’s talk about the importance of attractive titles and meta descriptions.
Attractive and engaging titles and meta descriptions have a direct impact on the user’s way of perceiving the content. An attractive title and meta description will compel the visitor to read/search further resulting in the growth of lead generation.
3. The Right Amount Of Pop-ups And Ads
I love advertisements – said no one ever. However, a balanced amount never hurts. In fact, it might lead to higher lead generation.
Take an example of forbes.com, they don’t introduce their pop-ups in the manner that might end up annoying the visitor or intrude their search. Their pop-up makes its presence known when the reader is either halfway or about to leave. This is a highly effective way to fascinate the visitor into executing the next step.
4. Use Videos To Grab Your Visitor’s Attention
Visitors might avoid reading too much content but self-explanatory videos are a sure way of grabbing the visitor’s attention. Sharpen your chances of generating more leads by making the video more appealing to the users. Articulate nicely what your product is all about.
A video can be powerful but only if it entails top-notch animation, colours and audio.
5. Make The Visitor’s Task Easy By Placing CTAs Within Close Reach
Visitors don’t really want to put efforts in tirelessly skimming down the pages of your website, trying to find the CTAs.
Organise your website in such a way that the visitor finds something useful by just one single glance without even scrolling down.
However, to leverage the CTAs, don’t just add them mindlessly. Your call to action should be up to the point and void of any deceit. Misleading the users might lead to high conversation rate, however, it will impinge on you in the long term leading to high bounce rate.
6. Keep Your Blog Posts Updated To
You should take great pain to review your blog from time to time and keep it updated.
No one is going to waste their time reading something that’s not even relevant anymore. Fresh and recently updated blogs are bound to generate higher leads than the ones that are outdated and contain facts about yesteryears. It might work out for social blogs but business related blogs will only generate more leads if the blog posts are fresh and relevant.
Moreover, make your blog easy to read.
You ask yourself, would you read something like this?
Is the paragraph too chunky and too thick for you?
Or would you rather read something like this?
Of course, the question in itself is absurd.
A visitor would definitely give your post a chance if it has:
An Engaging title
Subheadings that throws more light on the paragraphs
Engaging and attractive images
Appropriate space between the paragraphs avoiding making them too thick.
Relevant, non-redundant content.
7. Ensure That External Links Open In A New Window
Everyone dreads opening up an external link. Not for the fear of a scam or security reasons, but mostly they are wary of the fact that link might open up in the same tab. This means, for every time a user clicks on the external link, they have to click the exact number of times to come back to their website. What are the chances that the user will come back? Yes, you assumed right. The chances are very low. It’s like you’re running away your visitor on your own.
Therefore, ensure that external links open in new window so that the visitor doesn’t get completely distracted by the new link and your website is just one click away.
8. Build A Mobile-Friendly Website
Well, it’s 2018! People are now inclined towards smartphones more than ever. So, while developing your website don’t let it slip that people are going to view it on their tablets and mobile phones as well.
It is not something that you can simply overlook. If your mobile site is not responsive or it has some other issues then you know what you need to do. Go and optimise your mobile website and see your bounce rate dropping.
9. Attract Your Visitors By Displaying Special Offers
You have to utilize every weapon in your arsenal when it comes to attracting visitors and generate leads.
Give them a little something extra in the form of discount coupons, limited offers, coupons et al, and making it especially noticeable. Don’t leave it to the visitors to discover special offers. Your offers will be for nothing if you don’t make them stand out.
See below how the online retail giant asos has displayed their very attractive offer on the first page itself. There’s hardly anyone visiting the site, who wouldn’t give the brand at least a second chance.
So, splurge a little. Don’t break out in sweat hearing the word “splurge”. It’s only going to come back in your own pocket once your lead generation skyrockets.
10. Introduce Exit Popup And See That Pesky Bounce Rate Going Down
Now that you have one last chance to retain your visitor and turn him/her into leads, what should you do?
Simply introduce Exit Popups.
Exit Popups reduce bounce rates by giving the visitors a reason to stay behind. It should simply be used to articulate your goal and compel the visitor to make a decision, hopefully, one that works in your favour.
The crux of Exit Popups is Exit-intent technology. It works as one last effort or one last incentive to convert visitors into leads just as they are about to back off without even considering your services.
Here’s a quick example.
Note two things:
The company’s goal is succinct and easily readable.
The Exit Popup is compelling the visitor to reconsider using a nuanced approach.
Exit-intent technology will do wonders for your conversion rate. However, there’s a catch. DO NOT make your exit Popup demanding, stuffed with tons of redundant content, crammed with too many calls to action and complex navigations.
11. Indulge Your Visitors Using Live Chat
Now you have a wonderfully functioning website, an amazing interfacing, eye-catching blog posts, worthy-of-second glance offers, so on and so forth. However, there’s still something missing.
Why is something that can be easily overlooked so important?
You only have a few seconds to grab your visitors attention. If everything fails, then live chat will work its magic. It’s likely that people having second thoughts would first want to get their queries answered without any hassle.
Live Chat provides a great alternative to the traditional approach of first skimming the website, searching for a phone number and then making a call. Now, who would want to do all this just for a simple question?
It adds to the aesthetic of your website and builds a direct connection with the visitor early on.
These were some full-proof methods to lower your bounce rate and improve your lead generation process. You’ve reached the end of this article which means that you’ve spent a notable amount of time reading the content. That makes it one more visitor reducing the bounce rate. Thank You!
Deepti is a senior content writer with AeroLeads. She spends a lot of time brainstorming ideas and writing marketing and sales content. She also has a knack for writing and reading about politics and prevalent social issues and regularly pens letters to the Editor of The Hindu newspaper. When she is not working, you’ll find her socializing with friends or binge-watching Netflix. (And devouring sushi).