Bounce rates are online marketing killers. You might be radically successful in your inbound marketing strategy, funneling thousands of visitors to your site through a search engine, social, and referral traffic, but if your bounce rates are too high, that traffic won’t mean anything. If you want your users to stick around long enough to convert or at least learn a thing or two about your company, you’ll have to get those bounce rates down and keep your users engaged. Reducing your bounce rate is a crucial step in establishing a profitable user journey, both for you and your website visitor.
What is bounce rate?
“They Came, They Puked, They Left”
Let me illustrate this with two examples:
- Ecommerce website: if a visitor lands on a product page and immediately leaves your website, it’s a “puker” (in most cases).
- B2B website: if a visitor lands on your stock market page (with daily updates) via a bookmark and immediately leaves your website, I don’t think it’s a “puker”. This person has found the information where she was looking for, task completed!
So once again, context is really key. Your website, goals, specific segment… they all matter! That’s why it is such a complicated metric.
In Google Analytics the bounce rate is defined as:
“The percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).”
How to find the Bounce rate in Google Analytics?
- Sign in to your Google Analytics account and select the website for which you’d like to see the bounce rate.
- You’ll see the Audience Overview page. To view the bounce rate of the entire site, click on the metric Bounce Rate, which you’ll see alongside many other metrics.
- To view the bounce rate of individual pages, navigate to Behavior » All Pages. In the table, you’ll see the Bounce Rate column.
- If you want to see the bounce rate for a different time period, feel free to change the date range from the top right-hand corner.
You can decide the range of bounce rate to your website in the following manner:
The general rule of thumb is that:
- 80%+ is very bad
- 70 – 80% is poor
- 50 – 70% is average
- 30 – 50% is excellent
- 20% or below is likely a tracking error
How you can reduce the bounce rate of your website
1. Improve Your Content’s Readability
The first reason that your visitors don’t sustain on your website is poor content delivery. Majority of content on most websites is in text format. It is unfortunate that this important part of any website’s user experience is often the most neglected one.
Typography or readability is not just limited to choosing the font size and color. You also need to make sure that the text on your website looks beautiful. There should be enough line spacing, padding, and margins to make text look clean and beautiful
2.Create a Compelling Call-to-Action
Most users decide whether or not they like a website in the first couple of seconds. Often with just a simple glance at the visible area without scrolling. This area differs from one device to another. It should immediately describe what you are selling and there should be a prominently visible call to action.
Make your call to action clear and honest. Misleading users will create a bad user experience which is the number one reason for high bounce rate and low conversions.
3. Avoid Popups – Don’t Disrupt the UX
In a survey, 70% of users said that they found irrelevant popups to be annoying. That probably hasn’t changed – most people still hate popups. Among site owners and marketers, it’s an intensely debated topic: whether to use popups or to avoid them.
On the other hand, popups work. There’s no denying the fact that they can grow your email list quickly. Some popups are well designed and they will convert visitors into long-term readers, which is part of improving conversion rates.
4. Improve Your Site’s Speed
Visitors make up their mind about a website in the first couple of seconds. You don’t want to waste this time showing them a blank page loading scripts and downloading content.
5. Let Your Customers Speak for You
You will see it on many websites a tiny little testimonials slider, showing a quote from one customer at a time. While it does the job, you can make it a lot more effective.
Convert your testimonials into success stories with actual storytelling elements like audio, video, illustrations to showcase your clients.
6. Keep Your Blog Fresh With the Right Content
Businesses that update their blogs with fresh content regularly will generate 126% more leads more than those who don’t. However, it’s important to differentiate powerful content from the right content.
Your job is to keep visitors responsive. By consistently adding fresh content, you’re gradually building momentum and establishing trust.
7. Set External Links to Open in New Windows
When you open external links in the same tab, you create back button tiredness for users, meaning is that every time a user clicks a link to an external page, they have to click the back button to come back to your site – they may get distracted by the new site. This will decrease your page views.
8. Make Your Site Mobile-Friendly
If your website display perfectly on their iPhone, iPad, tablets and other mobile devices? It’s time to take your brand to mobile because your customers have their mobile devices with them everywhere.
Remember, Google and your users are both desperately asking for a mobile-friendly experience.
9. Target Abandoning Users
Despite all your efforts, sometimes a user may still want to leave your website. It’s not your fault, maybe something came up in their personal life, and they just had to leave.
Now you have two choices: you can either let them go, or you can convert them into a subscriber. With new techniques, you can track when a user is about to leave your website and show them a targeted message at the precise moment. This is a highly effective technique with a proven success rate.
10. Target Engaged Users
Often your engaged users can also bounce without taking any action. This is very common for blog posts and resources section.
The user came to your article, found what they wanted, and they leave. But that doesn’t help your conversions. In this case, you want to show your users with the most relevant offer.
For example, if a user lands on a blog post about cooking, then your offer should be a recipe book instead of fashion items. you may show visitors customized offers based on the pages they visit, traffic source, and more.
This will help you reduce your bounce rate, boost engagement, and conversions.
We hope this article gave you some good tips to reduce bounce rate on your site and increase your conversions.