Any website with a high bounce rate inevitably has a low conversion rate, which also translates to low sales. These tips will keep visitors from leaving your site in search of something better.
What is Bounce Rate?
Bounce rate is a Google Analytics metric that measures how often people leave your website or a webpage after viewing just one page without browsing further.
Since the average rate varies based on your industry and business goals, there’s not necessarily a set number you strive for. However, lower is always better.
One issue marketers have with bounce rate is that it doesn’t take into account how long someone spends on a page before leaving. So, even if you read this entire blog post, then close out of the tab, it counts as a bounce.
You shouldn’t think of bounces as the ultimate indicator of your website’s functionality, but it still makes sense to try to lower it.
5 Ways to Lower your Rate
1. Deliver a Smooth User Experience
Nowadays, many businesses have visually-appealing websites that provide a seamless experience for visitors. People know this, so they often leave websites relatively quickly if they are difficult to navigate.
The elements of a user-friendly website include:
- Easy, intuitive navigability
- Fast-loading pages
The easier-to-use your website is, the more likely someone will click around and explore, increasing the likelihood of them becoming a lead.
2. Freshen up your Content
When people are doing research on the internet, they don’t want to sift tediously through lengthy paragraphs. They want answers quickly. For that reason, website content should not only be well-written, but formatted in a way that’s inviting to the eye.
Try the following ways to make your content more digestible:
- Break it up with headings and subheadings
- Write in small paragraphs
- Incorporate images
- Use bulleted lists
- Have an optimal amount of whitespace on each page
3. Create Compelling Calls-to-Action (CTAs)
Adding a relevant, compelling call-to-action to each webpage provides a natural next step for your visitors. In other words, it gives them a reason to visit another webpage rather than bouncing from your site to a competitors’.
Keep the number of CTAs per page at a minimum. Placing one within every section of whitespace on your site will overwhelm visitors, not appeal to them.
4. Target High-Value Keywords
Optimizing your webpages for keywords directly related to their content is imperative to driving the right traffic to your website. If the content of your site’s pages doesn’t reflect a user’s search query, they’re almost definitely going to bounce.
5. Implement a Helpful Linking Structure
Content that is linked to other pages on your site can serve as a subtle call-to-action that will prevent visitors from leaving. Make sure that you use links sparingly, though. Having several links per paragraph may negatively affect your content’s readability.
Ultimately, simplifying your website as much as humanly possible is the best way to keep visitors from bouncing. They don’t necessarily care about you or your company, they’re just looking for what they want, so give it to them!