When running a successful website, it’s important to make sure that you reduce your bounce rate. A bounce rate refers to how often your website visitors leave before visiting other pages on your site. If you have a high bounce rate, it is possible that your site is having a tough time acquiring clients, converting potential buyers into real customers, or gathering weekly newsletter email sign ups. This can severely damage your websites growth. This article will give you offer advice to help you identify why your bounce rate might be high and how to reduce your bounce rate.
What is a Bounce Rate?
So what exactly is bounce rate? As stated earlier, it’s a metric that identifies how many people leave your sites landing page without visiting any other pages on the site. A visitor who “bounces” has only visited a single page before leaving your website for another one. This is a red flag, as it could indicate that your website is not appealing to your visitors and that there could be room for improvement. However, bounce rate can also help you analyze the audience that is best fit for your site. If you’re finding that only a specific portion of your audience bounces off your site more often than others, perhaps this is a sign that your content is more successful with certain groups of people and not necessarily that your website is flawed. Regardless, knowing your bounce rate can help you make decisions on how to improve your websites appeal to your desired audience.
How to Calculate Bounce Rate
To calculate your bounce rate, you’re going to divide the single-page sessions divided by all sessions. You can also divide the percentage of all website sessions in which your viewers viewed a single page before leaving your site. You can also identify which pages have the highest bounce rates by using Google Analytics and clicking Behavior >> Site Content >> Landing pages. If you end up finding that certain pages on your website have higher bounce rates than others, it can give you some clarification as to what the problems are. If your pages have high bounce rates, it could be due to the following reasons.
Reasons for High Bounce Rate
There are multiple reasons for having a high bounce rate, but as you learn these strategies to reduce bounce rate, you can improve your website too!
1. Slow Loading Time
In order to have high and best quality traffic, you have to ensure that your website loading time is up to speed. If you’re loading time is longer than normal, chances are people will click off before giving your website a chance. Speed is also essential in getting higher page ranking. If you loading time is slow, it’s less likely that your website will have a high ranking at all. To solve this, try assessing content large media files that may be causing your site to take longer to load. These could be images, video, or audio files.
2. False Advertising
Often, high bounce rates come from an audience that wasn’t meant for the content on the page. One reason for this could be misleading tags or meta descriptions. Perhaps those who click your site believe they are going to find a specific piece of information but once they arrive, they realize it’s completely different than what was expected or that the information wasn’t of quality. Your meta description is crucial in attracting a loyal audience. It must accurately advertise the information of your landing page.If you think your meta description could be the issue, get clear on who your target audience is, as well as what sort of information your webpage is providing them. When you’re editing your meta description, think about keywords you audience might be using when searching for information. Be clear and concise but also alluring enough that they will be intrigued enough to click your site.
3. Error Pages and Broken Links
Your site could be having some technical difficulties you may not be aware of and this could result in your site visitors receiving an unattractive error message due to a broken link or various other factors. When this happens, your site visitors are likely to bounce off right away and are not likely to return. Therefore, it crucial that you fix any broken links and make sure all technical issues are resolved as fas as possible.If you find that error pages and broken links are the problem, try to solve the issue by making sure the error page guides your visitors to a different page on your website with the content they had in mind. Make the error page look as attractive as possible, perhaps with a graphic and a short message that leads the visitor to click on a link that directs them to a page where their originally desired content can be located.
4. Poor Content
If you are finding that there are no technical issues, your content might be lacking in some way. Perhaps it doesn’t present the information in an understandable fashion or takes too long to get to the point. Your content may be dull or lifeless, needing some graphics or video content to spice it up. High bounce rates could also mean that your content is fulfilling but not optimized enough. Perhaps your content answered your visitors question and since they found what they were looking for, they left.
5. Call To Action
However, the reason that your visitors may not be going to other pages on your site is because you’re not inviting them to spend more time. Your content may be missing internal links that could entice your visitors to find out more about the topic. You may not have included a call to action to join your sites weekly newsletter or join their online community by making an account. Simply put, your content may be lacking crucial engagement factors.
How to Reduce Bounce Rate
Now that we’ve covered some reasons why your bounce rate may be high, let’s walk though some easy ways you can help get your site back on track!
1. Improve User Experience
If you are looking to reduce bounce rate, you’re going to want to start with analyzing your overall user experience. User experience refers to all aspects involved with how the user interacts with your site, from the moment they click on to the moment they click off. In order to maintain a great user experience, you will need to have a deep understanding of your targeted users wants, needs, and values as well as what their abilities and limitations are. User experience also means thinking about how to fulfill you users needs while also meeting your business goals.In order to improve your user experience, you’re going to want to make sure that your site is visually appealing on various platforms such as phone, tablet, and computer. Pay attention to what pages on your site have lower bounce rates and see what is working on those pages and that you can incorporate to pages that are struggling. Make sure that every page entices your users to engage, click, sign up, share etc.
2. Optimize your CTA
Your pages may have high bounce rate because it isn’t engaging enough. In that case, you may want to improve upon your call to action pop up. Perhaps your call to action is for your users to sign up to a weekly newsletter with their email. When you create the call to action pop up, be sure to make sure that it looks polished, professional, and honest. Often, users will not interact with the call to the action because it appears spammy and insincere. Be genuine with your users and they will reciprocate by engaging back.
3. Incorporate Visual Elements
Perhaps your site has all the right information but is lacking in visual appeal. Oftentimes, images and videos will catch the users eye before the information does, so it would do your website a lot of good by incorporating them in a reasonable manner. High resolution, fullscreen images seem to work great as well as professional, royalty free stock images.
4. Establish Credibility
If you are a newer website or business, your site may have a high bounce rate because user simply do not trust your website as much as they would others. You need to make sure your users are aware of your good reputation and valuable information. You can do this by placing product reviews and testimonials from your services in an easy to see place on your site. Make sure to show off any credentials, awards, and endorsements, especially if you are a business. It’ll make your users more comfortable sharing financial information like a credit card
The Bottom Line
At the end of the day, reducing your bounce rate is incredibly important to the success of your website. High bounce rates could indicate a technical issue with your site, or perhaps an issue with your content and or optimization. Improving your user overall experience, optimizing your site with images, videos, links, and call to action placements, and establishing your credibility early will help keep your users engaged and reduce your bounce rate.
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