High bounce rate is a bad news for business. Simply put, bounce rate is the percentage of people who landed on your website and left without interacting with it. In terms of business, high bounce rate means that you are killing your prospects and chances of sales. Prospects land on your website to investigate your product, to understand if your business solves their problems and meets their requirements. But at the end of the day, you might not be getting any calls or mails for a purchase.
On top of that bounce rates have a pretty big impact on your SEO rating as one of the chief criterias Google uses to rate websites is the bounce rate. So a higher bounce rate not only hurts your sales but also results in a poor SEO score with further decreases your chance of being found online.
To rectify this, there a few small changes and modifications you can apply to your site and turn your business around.
Nobody like to wait for a whole minute for a page to load. You need to understand that your visitor is in a hurry and wants his question answered as soon as possible. People might come to your site and as the site starts loading, they might lose interest or might think it’s not worth it and bounce. You don’t want that. You want them to spend as much time as possible on the page. Optimise your site with content that have a relatively smaller size to counter this issue.
A big reason behind high bounce rates is poor use of thumbnail. A thumbnail must have a compelling image that relates to the topic directly. This makes for engaging viewer experiences. Adding some kind of text to the thumbnail also helps as it gives the user an idea of what the page is about. Remember, it is better to have less visitors than more bounces.
Studies suggest that putting a video on your landing page can reduce bounce rates by 34% at an average. This is because videos are great at engaging audience as nobody likes reading tons of information on a page. But simply putting a video on your page won’t magically reduce your bounce rates, for that, the video needs to informative and interesting enough to keep the viewers watching and compel them to dive deeper for the solutions they are looking for.
To properly convert your visitors into SQLs your website also needs to be user-friendly. Design flaws like bad choice of colour and font size and style can impact that. The more successful sites today are usually minimalistic. That is, the sites don’t feature unnecessary stickers, GIF or images or any element of that sort. The first thing you need to do is to showcase your product or services first. If people are coming to your website looking for a particular solution make sure they see it first when they visit the landing page. This instantly grabs their attention and make them more likely to purchase your services.
The primary goal of a visitor on your website is to find solutions for his problems. It should be your top priority to deliver them just that. Ads, opt-ins, banners and CTAs are essential to grow your business but that comes after your user is convinced that you are the right person who can give them a solution. If a person lands on your page and sees an ad, he is likely to go back and check some other site. Valuing your visitors help create a trust in your brand which is required to create plans lasting relationship.
It is needless to say that understanding audience behaviour is one of the cornerstones of marketing. Having said that, it also applies to your website. The colour scheme, font style, language, and the overall presentation plays a huge role in engaging your audience and striking a meaningful dialogue which benefits both of you. The more relatable your approach is to the audience, the more likely they are to choose your services over your competitors. Creating the right blend of information and entertainment on your page is a key feature that governs bounce rates on your page. Do an analytics audit and create your page based off of that.
Mobile devices have taken over the planet and today a huge bulk of internet usage happens through mobile devices. In such a scenario, it is essential to optimize your site for viewing on mobile devices. Nobody likes scrolling around a lot to read. Due to the small screen size of phones and tablets, it becomes impossible to go through a site if it is not optimized for cross-platform use.
Another common issue with bounce rate analysis is that people sometimes tend to use an improper analytic setup. This might make your bounce rate look really low where in reality the rates are way off the charts. This not only gives a misleading data to you but also makes it impossible to track and calculate your traffic and bounce rates.
In the end, keep in mind that your audience is looking for help online and that is why they visited your site in the first place. Providing them with that solution in the simplest way possible will make them trust you and your brand and they will revisit you when they need help again. And that is the kind of engagement you’re looking for.