Nowadays, it’s hard to imagine a website owner who doesn’t want to stimulate user interest, engage them, and make them stay on their page as long as possible, so as to boost conversion rates and sales. However, not every promotional or website marketing strategy considers or even tracks one of the most important metrics, bounce rate — the percentage of people who leave their website after visiting only one page.
But why is this metric so important, and how can one change their bounce rate situation with for the better? We have some tips and tricks for you to help deal with your bounce rate in 2019. Keep reading to know more.
How Do You Know That You Need to Start Working on Bounce Rate?
There are many website metrics that need to be systematically tracked and corrected. Bounce rates are often underestimated, and not included in optimization strategies. This is without a doubt a mistake.
Check your bounce rate via your Google Analytics account. The percentage you see tells you a lot about your chosen promotion strategy, and whether the effort you put into your website is actually effective.
Image Credit: Monsterinsights
The numbers may vary depending on the sphere of business you are in, but on average they fall somewhere beneath these percentages:
- Under 20% — too good to be true as it is a rare case.
- 20-40% — an excellent rate.
- 40-60% — average, the most widespread percentage.
- 60-80% — requires your attention.
- 80% or more — a very negative situation.
So, if you see your rate is higher than you expected it to be, you might consider using our tips to reduce your bounce rate.
- Improve Website Speed
If ten years ago someone had told you that a website shouldn’t take more than five seconds to load, you probably wouldn’t have believed them. But today it is the reality. People love fast websites and hate waiting for a page to load, so they abandon them if they don’t move quick enough.
But how fast is fast enough? The research by Think With Google showed us the shocking truth — one of two users expect a page to load in under two seconds, and more than half of visitors are likely to close the page if it takes longer than three seconds to load. Moreover, 46% of users admit they hate waiting for a page to load, and this might be the main reason why they close specific pages without looking at them.
How to Improve Website Speed?
If you realize your page is too slow, try the following tips:
- Disable unnecessary software.
- Reduce the size of uploaded images.
- Reduce your server response time.
- Experiment with hosting options.
- Enable compression.
A page’s ability to load fast is good not only for users but also for SEO. Google confirmed it is a ranking factor in 2019.
2. Use A/B Testing
If you need to figure out the reasons why people leave your page, A/B testing is the best option. You can experiment with the design of your page, or its content, and test it with different groups of users to find the perfect match for you.
Image Credit: Appinstitute
Run a few split tests for different pages on your websites, change the placement of buttons, CTAs, or even the font color. This way you will find out what causes users to bounce.
3. Focus on Content
Every marketer admits that content is king and it’s the primary reason for people to stay on your website longer, follow its links, and explore your website deeper. The more relevant content you create, the more suitable and fitted keywords you use, the lower the bounce rate will be.
When people come to your website looking for a particular piece of information, or product, you have to satisfy their needs and provide the content they are looking for. Here, the best options would be to:
- Conduct research into your target audience and buyer persona.
- Experiment with content format
- Avoid using clickbait or misleading headlines
- Pay attention to the use of Call-to-Action, and place it in spots, which attract the most attention.
- Work on the readability of your content — use short paragraphs to break your text into parts divided by headings, lists, and bullet points.
- Use help from professional content creators, and freelance writers from platforms, likeFreelanceWriting, and Take My Class to post more polished, suitable content.
- Avoid using pop-ups and ads because they distract and annoy users.
Paying attention to your content strategy, and content plan is what can change your website situation — making people stay on your pages longer, and leading them through your sales funnel faster.
4. Use Videos and Images to Stimulate Interest
Illustrative content helps boost user engagement, provides higher dwell time, and lowers bounce rate. If you provide illustrative materials, which support your content with internal links and CTAs, users will consider your website to be more credible and relevant to their needs.
Image Credit: Oberlo
Videos are the most developed and engaged content nowadays. Everyday people consume tons of various videos, like tutorials, educational videos, entertaining videos, and promotional clips. They are informative, illustrative, and easy to perceive. That’s why using videos as the part of your content is a winning strategy.
5. Add Internal Links
Internal linking is the best way to lead your users through your website. People will spend much more time diving deeper into the different pages on your website, reading related content, and looking through suggested items.
Pay attention to the way your links open. If they open in a new tab, you will succeed more, as users will have a few tabs opened at the same time, they will spend more time on each of your pages before closing them.
Bounce rate is as important as traffic conversion rates, or any other website metric. Paying attention to it in 2019 is a way to boost your ranking, and engage more users by fixing problems you might have never thought of.
If you have a quick website, attractive design, excellent structure, and compelling content, you might consider yourself on the right track. The key to lowering one’s bounce rate is relevancy, and realizing the value of your information to its user, so be sure to work on these characteristics the next time you create a content plan.
Regine Ward is a content marketer for Take My Class. She is also a freelance blogger, photographer, and yoga fan. As she is in love with the marketing and content creation process, writing pieces that compile useful tips and tricks is the best way to spend a day for her.