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6 Simple Ways to Reduce Bounce Rate on Your Website
What is Bounce Rate?
Bounce rate is a digital marketing term used in website traffic analysis. It is often confused with Exit rate.
An Exit Rate is specific to each page; it’s the percentage of people who leave after viewing the page. This will let you know the last page that users view before they move on. A very high exit rate on a specific page can be a red flag.
For example, if your product page that details the benefits of what you sell has one of the highest exit rates, you are more than likely not connecting the true value of your product with your visitors.
When a visitor visits your site on any page (known as the entry page) and leaves without visiting other pages on the same domain that is a Bounce. Bounce Rate is the number of visitors who leave your website after visiting a single page. In other words, visitors who enter and exit on the same page. Each page has its own bounce rate, but initially you need to address the bounce rates for three pages:
- Landing pages that you’re sending paid traffic to through ads
- Pages where you are attempting to make conversions happen
- High traffic pages–pages that most of your visitors see
Here are few steps to decrease the bounce rate:
Rework Your Product Pages
One of the reasons visitors fail to convert from product pages is because they are not ready to complete a purchase. Sometimes it’s because of the visitor’s hesitation but sometimes, it’s because the information they expect about the product is not mentioned. This includes where it was manufactured, user reviews or even a return policy. The above product page does not specify anything about the product thus leading to a ‘poor user experience’.
But usually the bounce rates from product pages could be little higher than the other types of pages. So rework your product pages to include the details about the product, how the product was made and return policy etc.
Use a Logical Internal Linking Structure
Most people think that the above strategy (including dozens of internal links in your content) is the key to reducing the bounce rate. Although this technique works well it reduces the ‘average time spent’ on the specific page.
So always focus on linking to useful articles or pages that are highly relevant and potentially useful to your visitors.
Set External Links to Open in New Tab
Every time a user clicks a link to an external page, they have to click the back button to come back to your site, in case they would like to visit your page again. Or they may have a chance to get distracted by the new site. This will decrease your page views and increase your both exit and bounce rate as well. In order to avoid this, links that take users to different websites should open in new tabs. Links that take users to a different page on the same website should open in the same tab.
Page Load Time
The slower your landing pages load, the higher your bounce rate will be. Google is also concerned about the site speed. Your rankings will be poor, if your site is consistently slow to load, resulting in a higher bounce rate.
When your site loads faster, you will have a better conversion rate.
Clear Call to Action
Call to actions can help your visitors to come to your landing page. It will be in the form of “Free Download” or “20% Off Discount” or something else, which will convince the visitors to click your link.
When you advertise click here for “Download the Free Book” but if the click takes the visitors to the homepage or some other page instead of the landing page which offers ‘free download’. When the visitors don’t find the offers you mentioned, they will likely click the back button. This will increase the bounce rate. So always make sure that your CTA is relevant to your landing page.
Make Your Site Mobile-Friendly
Mobile technology is changing the whole world. Today, almost everyone has a smartphone, constantly communicating and looking for information. In many countries, the smartphone’s number has surpassed the personal computer’s numbers. People started accessing websites from mobile/tablet devices, so it is necessary to have a fast loading mobile version of your site. Starting April 21, 2015, Google Search will be expanding its use of mobile-friendliness as a ranking signal. Google won’t punish you for not having this but it definitely boosts the user experience.
You could reduce the bounce rate by following these few steps. The most important advantage is that a low bounce rate improves your conversion.
Courtesy: Concise Creative