A business website can be a highly-effective tool for branding campaigns, generating leads, and increasing revenue. However, achieving all your marketing goals would be next to impossible if you fail to give your visitors enough reasons to stay and engage with your site. In this scenario, your website is likely to suffer from a high bounce rate. To efficiently implement changes that will reduce the bounce rate of your website, you first need to understand what bounce rates are:
What is a bounce rate and where can you see this metric?
A bounce rate is the figure that indicates the percentage of visitors who abandon your site without clicking any link or viewing other pages. Defined as single-page sessions, you can view the number of bounces in the Audience Overview section in Google Analytics.
Why should you aim for a low bounce rate?
It is important to maintain a low bounce rate because your target clients need to stay in your website long enough to get to know your company, browse your offerings, and eventually convert. Meanwhile, a high bounce rate is a red flag implying that your website is giving your visitors a poor user experience, deterring them from further engaging with your brand in the future.
What does it mean to have a high bounce rate?
A high bounce rate can mean several things, but you may be surprised to know that it does not always indicate something negative. Your visitors may be leaving because a webpage is uninteresting or confusing. Another reason may be because the page does not meet the visitor’s expectations. On the other hand, it is also possible that some visitors are leaving because the webpage has sufficiently provided the information or services they are looking for.
What is the best way to analyze a high bounce rate?
Some would consider a bounce rate that is lower than 40% as ideal while a bounce rate that is higher than 70% indicates that there are issues in your website that need to be fixed right away. However, since there are various reasons to explain why visitors are leaving, simply looking at these numbers can be deceiving. It is because these figures can only represent the overall bounce rate for the whole website. Instead of looking at the site-wide bounce rates, a better way to analyze this metric is by tracking the bounce rates per type of content or webpage in your site.
For example, a page that contains a blog post may show a high bounce rate but it may not necessarily be a bad thing because it can mean that the visitors left because the article gave them the answers they needed quickly. On the other hand, seeing a high bounce rate on a landing page with a single call-to-action link can mean that the page should be improved.
Aside from type of content, there are still other factors that can influence the bounce rate percentage. One is the type of devices that the visitors are using; mobile users may generate a higher bounce rate than those visiting using a desktop. This is because smartphone users are likely looking for quick answers and have no time to hang around in your website. Likewise, visits from returning customers can also contribute to a high bounce rate because these visitors are already familiar with your site and may leave right after accomplishing the action they want to do.
What are the steps that can lower bounce rates?
You want a website that your target visitors would enjoy exploring and interacting with. Thus, while aiming to see a low bounce rate, your ultimate goal should be to improve the user experience of your site. The following are some recommended ways to lower your website’s bounce rates:
Optimize page loading speed
Studies show that the majority of site visitors will abandon a site that fails to successfully load within 3 seconds. Lower the percentage of people leaving your site before even seeing its content by reducing the loading time of your pages.
Match meta tags with your page content
Your visitors likely arrive at your site with an expectation based on the meta title, keywords, and description you set. If your meta tags do not reflect what is available on your webpage, the visitor will likely be disappointed and leave.
Improve site design and navigation
You want to catch your visitors’ attention and get them hooked on your site. Make it possible by using colors and images that look appealing and easy on the eyes. A confusing website is also a big turn-off so a user-friendly website should be the goal. Make it easy to explore the site by putting links and information in a position that visitors cannot miss.
Add related content
Your visitors may have enjoyed your content or loved a product they have purchased on your site. Give them a reason to stay in your site a bit longer by adding posts or products that are similar to the ones they just viewed or bought. Making it easy for them to discover a related post is also an easy way to enhance a user experience.
Aside from traffic and rankings, one metric that can better indicate the status of your website is bounce rate. Fortunately, web optimization is one of the services that we offer here at Birch River Design Group. Our digital marketing agency based in Scottsdale, Arizona has a great team with knowledge and experience in enhancing the user experience of a website. Do not hesitate to contact us for any concerns and inquiries you may have. We are also ready to receive your messages in our social media channels such as Instagram, LinkedIn, and Facebook.