A high website bounce rate suggests that people are coming to your website and leaving immediately, without exploring more than one page. Various factors can contribute to a high bounce rate including poor content, a website that loads slowly, use of misleading tags for the purpose of attracting an audience, poor optimisation efforts and intrusive advertising.
So, what’s a normal bounce rate and when does it get to be too high? According to a RocketFuel study, the average bounce rate for websites is 49%. A bounce rate of 25 to 30% is optimal but very difficult to achieve. Websites that have a bounce rate exceeding 70% are usually struggling with a serious problem.
You can get data about your website bounce rate from your Google Analytics profile. Based on the information found there, it’s possible to come up with an array of solutions for the problem.
Work on a quality visitor experience
Even if your website features high quality content, it will still maintain a high bounce rate if it provides a poor user experience.
Pop-ups and other aggressive advertising methods are the most disruptive things that have a negative impact on the website bounce rate. Even if you’re trying to sell, there are more subtle ways to accomplish the goal.
A recent survey suggests that 70% of people find pop-ups to be annoying. They’ve been ranked close to lottery scams when it comes to the negative response of the audience.
If you’re looking for ways to advertise, make it relevant. Content that comes with a call to action, a request for the person’s email address in exchange for a free ebook and other unobtrusive brand establishment tools will deliver much better results.
Optimise for the right visitors
A high website bounce rate could be the result of a single landing page that’s attempting to appeal to a diverse audience.
When carrying out online campaigns, you’re probably attempting to accomplish various goals. In order to make it happen, you need to have a pretty good idea about your target audience and the types of content these people would like to see.
To get better results, you need to create different landing pages that address the specific needs of different audiences. Optimising these pages for the right set of keywords will enable you to do audience segmentation and give people something relevant, something that they’d want to see.
Improve the quality of your content
Website content is the most important asset you have when it comes to establishing a solid audience and keeping these people engaged.
Work hard on creating intriguing, original and relevant content, infographics and videos. Today’s audience is no longer interested in straightforward promotion. If you’re capable of giving people something useful, they’ll probably spend more time interacting with your brand.
To reduce the website bounce rate, you should also consider website specialisation. Make your content niche and explore topics that others aren’t focusing on. This way, you will attract an audience that has a particular interest in the topic and that will be likely to explore a big number of pages.
Work on improving the website’s speed
A slow loading time has already been identified as one of the factors that can have a serious negative impact on the website bounce rate. If your page takes a lot of time to load properly, chances are that people will move on to another source of information. This trend has become even more prominent with the rise of mobile technology.
Tools like Pingdom will give you some idea about the current performance of your website and the areas in need of improvement.
If you don’t have the knowledge to speed up the website on your own, consider hiring a professional team for the job. A few simple enhancements like a hosting change, image optimisation and better caching can all have a profoundly positive impact within a short period of time.
Use a CTA to lower your website bounce rate
One final simple thing you can do to enhance the website bounce rate is providing better calls to action on your pages.
Only 47% of all websites have a call to action button that’s easy to see and that people spot within three seconds of visiting a website. That’s an essential when it comes to getting the results you’re hoping for.
Call to action improvements can focus both on the design and the phrasing. Be concise, be visible and tell people exactly what you want from them.
A focus on website quality is the best way to bring down the website bounce rate, get the audience engaged and carry out successful marketing campaigns. Think about your audience rather than about sales and you’ll soon see the difference.