If your website has low search traffic and there is no improvement/increase in email sign-ups and leads or clients, you know that your website’s bounce rate is too high.
Before we learn how bounce rate can be reduced, let’s understand what it is and why is it important to reduce it.
The number of visitors that land on the landing page and leave the website without surfing anymore contribute to your website’s bounce rate. In other words, it is simply the percentage of users who come to your website and quit after seeing a single page only.
If you have a high bounce rate, it may imply that the pages on your site are not interesting enough or aren’t relatable enough for your audience.
Bounce rate is important to manage because it shows how interactive your website is and how much do people like it. It also gives you a clear picture of how catchy your website content is and whether the website is correctly optimized.
Generic Bounce Rate Criteria
- Very bad: 80%
- Poor: 70 to 80%
- Average: 50 to 70%
- Excellent: 30 to 50%
- 20% or less bounce rate is thought of as a tracking error that arises because of duplicate analytics code, third-party add-ons etc.
The above figures only represent a general idea of bounce rate. The criteria may vary according to business or industry type and nature the content that is being offered on the website. Usually, a website which has a bounce rate of 70 to 80% has the following problems:
- Confusing CTA
- Poor navigation
- Poor usability
- Slow loading time
- Bad design
Elements That Reduce Bounce Rate
A low bounce rate implies that your website has a high conversion rate, which is a very good sign.
Here are 5 elements that will help you reduce the bounce rate on your website.
1. Improved Website Design
Your website design matters a lot and by that, we mean both the layout and the content. The overall look and content published on your website need to be catchy but simple to attract prospective visitors and/or target audiences.
A lot of people focus on either of the two components and end up with a very high bounce rate. Remember, it is not going to work if you have nice content but the design is not simple or user-friendly. People don’t spend time on sites that look terrible and are not easy to navigate.
If you are using CMS software such as WordPress, you have a host of themes to choose from and create beautiful and easy-to-use designs. If you aren’t using them already, it’s about time you do.
Keep it as simple as you can but catchy and engaging.
2. Precise Title and Meta Description
When visitors look for things on search engines using keywords, such as Google, they are offered the results that can best deliver the answer. These are called SERP (Search Engine Result Pages).
The results are generated using the page’s title tag and Meta description based on how relevant they are to the query/keyword entered.
If the visitors don’t get what the title and Meta description implies, they will bounce away from the page. For example; if the title says ‘8 Ways to Cure a Headache’ and upon clicking the landing page the users don’t see them, they will bounce.
The title and Meta description of the pages you have on your website should be very relevant and specific. Before you publish a page, check that the two perfectly demonstrate the content so that the visitors don’t bounce.
3. Optimized Load Speed
Another important reason people tend to leave your website right after visiting a single page is that it takes too long to load. Studies show that around 53% of visitors will bounce away from a page if the load speed is more than 3 seconds.
The faster your website’s load speed is, the lower the bounce rate will be and vice versa. Nobody likes slow internet connections and WebPages loading at a turtle’s pace; not even you or us.
There are different tactics you can try to improve the load time or the speed of your website. Some of the easiest and fastest ones are:
- Reorganization or reshuffling of the elements on your page
- Substitution of images with CSS
- A merger of multiple style sheets
- Fewer scripts and adjusting their placement (at the bottom of the page)
Before you spend too much time and effort developing and uploading more and more content on your website, make sure you know how to manage it to reduce the load time/speed. Remember the ‘quality over quantity’ maxim.
4. Updated Website
Keeping your website up-to-date and fresh with the addition of the latest content is the key top reduced bounce rate. It will also give you the best ROI.
Written content, such as blogs, usually have the highest bounce rates as compared to other types of content. With the addition of interesting and latest content, you will develop both visitors’ interest and trust that the website is taken seriously and the visitors’ time is valued.
If the number of repeat visitors surpasses the number of new visitors on your website, your conversion rates will increase too. This way you can consistently improve the ROI you get from repeat visitors.
Ascertain that the content on your website is up-to-date and original and that the content flow is right i.e. easy to understand, in order to decrease your bounce rate.
5. Avoid Popups
Using or not using popups on your website will always be a dilemma and/or a controversy. Some have their own reasons why there should be popups and the rest have certain grounds based on which they say and do the opposite.
Several studies show that users found popups to be very annoying. Statistically speaking, 70% of the users on the internet endorse the same view.
On the contrary, popups on some websites have shown a significant increase in conversion rates and the number of email sign-ups.
So, popups work differently for different websites depending on the type of business/website it is and the kind of popup that is being used. It all depends on effective and correct usage.
Popups can increase or decrease your bounce rate; ensure that you know when/where you need to include or exclude them.
The above-given elements are sure to reduce your website’s bounce rate and give you high ROI and conversion rates if effectively implemented. Try today and see if they work for you!