Yeah! My website is up and running! After weeks of marketing, visitors are finally trickling in to check out what I have to offer.
But something is off. Analytics reveal that people visiting my site never click on anything. For no apparent reason, they leave, never to return. It’s clear that people are bouncing.
Why is this happening? More importantly, what can I do to decrease the bounce rate?
Before we dive into these questions, let’s cover the basics.
In the digital world, a bounce is not an uncommon phenomenon.
A “bounce” occurs whenever someone lands on a website, does not click on any other page, and then leaves. Thus the bounce rate is the percentage of visitors who leave my website rather than stay and take a look around.
So what’s a bad bounce rate?
The answer varies from industry to industry. According to Kissmetrics, it’s normal for a bounce rate to be as high as 70%.
As a general rule, you should aim for a website bounce rate under 40%. However, anything between 40- 55% is alright, while a 55- 65% bounce rate means there is room for improvement.
A high bounce rate signals issues with UX, possibly due to the loading speed, content, site quality, or other aspects. And with people bouncing off your site, you won’t be able to convert visitors into customers, nor will rankings in search go up.
Disappointing as it may seem, you’re already on the road to recovery. You’ve done the most important part- recognized that there is a problem. Now all you need to do is pinpoint the exact source and find a solution. And that’s why you’re reading this blog.
I’m going to mention four actionable ways that you can easily implement to help decrease bounce rate.
Ready to learn what they are?
1. Increase the speed of your website
Site speed has always been an important factor, and it will remain crucial in the coming years. 79% of people who are dissatisfied with a website’s performance will not return to it. More alarmingly, 44% tell a friend about their bad experience.
A slow website disappoints potential customers, dissuading them from interacting with your business. Inadvertently, this negatively influences the bottom line. 1 in 4 visitors abandons a site that takes longer than 4 seconds to load, claims Econsultancy.
This can be more of an issue today, especially as the size of websites continues to grow due to the addition of more video content. So there will undoubtedly be an increase in page load time.
Incorporate engaging videos- Animated explainer videos are one of the easiest and cost-effective ways to catch visitors’ eye. According to the statistics, 87% of online marketers prefer using video content because it helps grab visitors’ interest and boost revenue. If you master the art of video marketing, then you can easily take your website to the top searches of google.
Studies have shown that there is an undeniable correlation between page loading times and bounce rate. According to consumer behavior statistics noted by Pingdom, the slower a page loads, the higher the bounce rate. For example, pages that load within 2 seconds have a 6% bounce rate, while the bounce rate soars to 38% by the 5th second. It’s clear that every second makes a difference. (Surprisingly, some people are fiercely loyal and do not bounce even after 12 seconds!)
What is the speed of your site? Numerous website checkers can help you find out how well- or poorly- your site is performing. But how fast is fast enough? According to Pingdom, the ideal load time should be no more than 2 seconds.
If yours isn’t close to this, it’s time to make improvements.
Some of the strategies that can help increase site speed are:
- Optimize images by converting them from .png images to compressed .jpg images.
- Use GZIP compression to reduce file sizes by almost 70%.
- Remove query strings from static pages.
- Limit the number of plugins.
- Use a cache plugin so that the latest version of pages are easy to access.
- Don’t use too many 301 redirects.
- Consider a Content Delivery Network.
- Create a separate Accelerated Mobile Page if needed.
2. Have a clear call to action button
A CTA can help convert a visitor into a lead or a lead into a sale. It can guide curious consumers deeper into the sales funnel. Surprisingly, 70% of small business B2B websites lack a clear call-to-action button, says smallbiztrends.com.
To garner the right results, you need to do more than simply add a button to the homepage. It all begins with what action you want users to take after consuming the content. That way, you can prompt visitors to take that action. Developing a successful CTA requires:
- Knowledge of what techniques works
- A/B testing to determine what works for your business
- A willingness to experiment with new ideas and techniques
From the font on the button to its shape to the amount of white space surrounding it, every minute detail matters. The key is to use one clear, compelling CTA that leads visitors to a unique resource page, thereby declining bounce rates. Notice how this website makes it effortless for users to quickly and easily find what they need with an appropriate single CTA.
Offering too many CTAs on the same page, like the one below, is sure to confuse and overwhelm your visitors.
3. Make your website mobile-optimized
According to siteefy.com, 200% more brand experiences now happen via mobile than every other means combined (including computers, stores, TV, etc.). Moreover, with 95% of your target audience on mobile devices, your website needs to be mobile-optimized.
Intelligent marketers are quick to recognize that they must cater to and engage with this segment in order to increase the probability of conversions. An impressive 80% of mobile search results in a store visit within 5 hours. So what happens if your website is too slow, the fonts are too small, or its design isn’t easy for mobile users to navigate?
Since mobile users have less patience than desktop users, they are more likely to bounce. According to Radware, a connection delay of 0.5 seconds can increase frustration by 26% and decrease engagement by 8%. Therefore, businesses need to have a responsive (i.e., mobile-friendly) site to enhance user experience. Simple things you need to be aware of include readability, navigation, size of CTA, intuitive design, and site speed. Installing a JetPack or WPTouch plugin can significantly help you out and decrease the bounce rate.
4. Insightful blog and resource center
Creating content that is as insightful as it is meaningful has become increasingly important. According to hostingtribunal.com, there are over 500 million blogs on 1.7 billion websites. The amount of content available online will only increase.
If you want readers to continue consuming content on your website, you will need to cut through all the ‘noise.’ Genuinely connect with your customers through insightful blogs. This will help keep visitors engaged with your brand as they learn more about your products and the industry. The longer these potential customers stay, the greater the chances of conversion.
So what should you be focusing on?
Besides the obvious of offering valuable, relevant information in an engaging manner, you need to ensure that:
- Content is easy to read by utilizing fonts that are clean and simple.
- Color schemes enhance readability.
- There is adequate use of white space, helping to keep the blog uncluttered.
- Text is available in short blocks.
- Utilize hierarchical format so that the eyes know where to look next.
- Declutter your sidebars.
Notice how all of our blogs have a clean and simple layout.
But besides this, you want to keep visitors on your site as long as possible. Here are a few pointers:
- Add internal links- This helps people view more than one page on your website. Providing links to additional related content in your blogs will allow readers to gather more value from your site. However, share only those blogs that will actually help them solve a problem.
- Use different content besides text- Using a variety of content can easily lower the bounce rate. Consider adding images, video, or audio to keep visitors entertained so that they stay longer on your site. So whether you use screenshots, embed videos, or add charts, get creative with the resources you have and offer something different. Making changes that align with consumer preferences or arouse interest will help decrease your bounce rate and increase traffic to your site.
Over to you
The above tips should have you well on the road to recovery in a short amount of time. However, decreasing your bounce rate is just the beginning of good things that will happen to you. People stay longer on your site, boosting your conversion rates, enhancing engagement, and improving your rankings on SERPs. It looks like a win-win situation!
Are you prepared to decrease the bounce rate? Remember, these are just four ways to go about doing it. There are plenty of other techniques you can utilize. We’d love to hear about the successful strategies you used to tackle this problem in the comments section below.