If your website is registering good traffic but not leading to more conversions, chances are your site is suffering from a higher bounce rate. When a visitor present on the landing page closes the website without visiting any other page on the website, it is called a “bounced off” visitor. As per Google Analytics, the percentage of one-page visits to a website is its bounce rate.
Bounce Rate — The Good, The Bad & The Ugly
Before we discuss ways to keep your website’s bounce rate in check, you need to look at what performance metrics are excellent, and when you need to quickly take the actions necessary for resurrecting your website. Experts agree that a website with a bounce rate in a range of 25-40% is doing excellent. Anything between 41% and 55% is considered good to average.
Websites registering bounce rate from 56-70% needs to lower it down. Bounce rates greater than 70% are considered highly disappointing for a business offering products and services. It is also important to mention here that it is virtually impossible to get your website’s bounce rate in single digits. So, keep your expectations realistic while striving to lower the bounce rate of your website down.
6 Measure for Cutting Down a Website’s Bounce Rate
A higher bounce rate is a telltale symptom that your website is suffering from various SEO issues. Here, we will discuss the measures that can help you resolve those underlying SEO problems.
1. Put Up Short and Readable Content with Right Formatting
A customer looking for a product or service doesn’t appreciate a large chunk of texts on landing pages. Therefore, keep the quantity of content on your landing page short and sweet, so it doesn’t fend off visitors even before they determine the value of the content.
Secondly, keep your content as easy and flowing to read as possible. Break down long sentences into shorter ones. Use simple and commonly used words instead of using their sophisticated counterparts from a thesaurus. Also, format the content in the right manner so it can attain better visibility. A block of content containing headings, subheadings, and bullet points is certainly more legible than a monotonous passage.
Take care of the color scheme as well while curating and managing content on your landing pages. Instead of using text and background colors from the same palette, make a striking contrast. However, avoid using dark and bright colors in the content background. Those colors may look appealing at the onset, but they make reading the content difficult with all the chromatic strain they put on the visitor’s eyes.
2. Keep the Interface Mobile-Responsive
Let’s suppose you succeed in having customers clicked on your landing page via any promotional strategy. For example, the customer has clicked on the link given in your subscription email on their cell phone. But as soon as they click on the website, they are welcomed by its desktop version with all the content and icons appearing tiny, and scrolling is not working either.
What will the visitor do in this case?
They are most likely to close the website without navigating it and click the next entry on the search engine, hoping that it has a mobile-responsive design.
3. Don’t Welcome Visitors with Unpleasant Popups
If a subscription or promotion popup window appears on your website as it loads, it may experience a higher bounce rate. Visitors don’t like a restive and disrupted UI. Think like a salesperson. If they start presenting all their offerings all at once to a potential customer, they won’t secure the lead and get a conversion.
The same happens on the website when you want your visitors to further click on the site without giving them time to explore the page they originally visit. Instead of giving you a click-through, there are more chances that the visitor will bounce off.
4. Make an Enticing Menu
After sifting through the content on the landing page, some visitors bounce off right away and some convert. However, many of them look at the menu of the website to find out further information. This information is crucial to convince them about the products/services your offer.
Therefore, you need to make an enticing menu on your main page. It should be easy to navigate, read, and understand, and have a sparking element of curiosity that can push visitors to navigate it.
A drop-down menu with a parallax effect can be a good pick for directing your visitors to the rest of your website. The greater the time spent on the website, the higher the chances that a visitor will convert.
5. Make Intelligent Use of Video and Images
Several studies on various digital platforms, especially social media websites, suggest that visitors gravitate towards images and video content. You need to leverage this tendency to make visitors stay on your website. When visitors see an interesting set of images or videos on the landing page, they are more likely to open other sections on the website as well.
However, refrain from stuffing your website with stock images and videos. The graphical content on your website should have a context relating to what a client wants and what you offer.
While putting up images and videos on the website, make sure that it doesn’t drastically increase the page’s loading time. Otherwise, all your efforts to use videos and images to reduce the bounce rate will render useless.
6. Target the Right Audience
If you are promoting your landing page through paid advertisement, make sure it targets the right audience. If it is PPC, make sure it is promoted for the most relevant set of high-volume keywords. On social media, it should be promoted among the right demographic.
If you want to reduce the bounce rate of your website with the right implementation of the measures discussed here, get in touch with Business Marketing Solutions Group. Its experts will deliver a mobile-responsive site, spruced-up content, and well-thought-out silos to you, ensuring more visitors stay on your website and explore its offerings.