Given the fierce competition among businesses for internet visibility, grabbing attention is invariably the key to success.
But what if you have a significant number of visitors, but none of them stick around to engage with your site?
An increased bounce rate is a dilemma that millions of webmasters face.
A bounce rate reduction strategy is a terrific way to make the most of your internet traffic and direct more of your digital marketing leads to conversion.
Here are 8 ways to make your website work better and turn high bounce rates into opportunities for success.
What Is Bounce Rate?
Screenshot from monsterinsights.com, February 2023
A website’s bounce rate is the percentage of visitors who do not navigate to another page after landing on the homepage. We refer to this as a single-page session.
To determine the bounce rate, just divide the number of sessions with one pageview by the total number of sessions. If your site’s bounce rate is low, it means that visitors are finding exactly what they need on the landing page, which interests them enough to stick around and explore further.
If your website has a high percentage of “bounces,” that means you failed to keep the user engaged enough to keep them browsing. There are many ways to lower bounce rates, and one of them is to use exit popups.
There are many possible reasons for a visitor to leave your site.
- Clicking on a link and going to a new website
- Using the browser’s “Back” button to access the search results or original page
- Putting an end to a browsing session by shutting down a tab or window
- Changing the browser’s address bar to the new address
- Facing a server problem that results in a timeout
But not all bounces are dangerous. There will be readers who go through your entire blog post, get the information they were looking for, and then exit.
So, if all bounces are not dangerous…
Why Is It Important To Reduce Bounce Rate?
Reducing bounce rates is very important for the success of your business goals and the general quality of your website.
- If someone visits your website and immediately leaves, they are not likely to become a customer. Therefore, lowering the percentage of visitors that immediately leave your site can boost your conversion rate.
- Google may also take into account the number of visitors who immediately leave the site as a ranking factor. Your SEO efforts should include steps for bounce rate reduction so that Google may consider your website trustworthy and give it a good rank.
- A low bounce rate indicates that users are staying on your site and exploring further. They are also visiting other links within the site to view more posts and pages. It means that users are more involved, which is a big part of a website’s goals for success.
To sum up, reducing bounce rate is a critical approach, as it brings good ranking in SERPs, promises more engagements, leads, and revenue.
What Is An Average Bounce Rate?
Several websites have an average bounce rate that ranges between 26% and 70%.
However, bounce rate can differ extensively based on the industry you are operating in.
Screenshot from slideteam.net, February 2023
Web stores, as can be seen, have a bounce rate somewhere between 20 and 50%. However, the bounce rate for blogs might reach 95%.
If you want to determine an acceptable bounce rate, you should look at the bounce rate of similar sites in your niche.
Bounce rates can also be significantly affected by the means by which visitors arrive at your website.
Based on data collected by ConversionXL, it was found that the bounce rate was lowest for traffic coming from email and links.
screenshot from cxl.com, February 2023
However, the bounce rate is typically high for traffic that comes from advertising and social media.
8 Tried And True Techniques To Reduce Bounce Rate
After realizing the importance of bounce rate reduction, it is clear that a plan to lower the site’s bounce rate is always a smart option and needs to be implemented right away.
But what steps can you take to improve your bounce rate?
Here are 8 useful strategies that can help you engage your visitors more effectively and reduce the bounce rate:
Take Note Of Page Load Time
Longer than three seconds of page load speed is considered too high and can lead to a terrible user experience. According to statistics, 47% of users expect a web page to load in three seconds or less.
If a site reader cannot easily access the content, then the content itself is of no use.
When it comes to mobile devices, page loading speed is even more critical, as visitors are more likely to become annoyed with poor loading speed. As a result, the bounce rate can increase.
Take some steps to improve the user experience of your website. Make it mobile-friendly, and be sure that people can access your content in less than 3 seconds.
Google’s free and useful PageSpeed Insights tool can help here.
Ensure Your Text Is Easy To Read
There are a wide variety of websites available to today’s internet users.
No matter how well your content responds to visitors’ queries, if it is difficult to comprehend and read, it won’t help the visitor. Visitors won’t think twice before going elsewhere to get what they’re looking for, which means your bounce rate will increase.
Work on improving the readability of your content. Use bigger fonts so that your content is easier to see on smaller screens. Break up long articles into smaller, easier-to-read chunks that readers can quickly skim.
You can make your content digestible by using headings, sub-headings, bulleted lists, and even graphics like images, infographics, or data charts.
Use Of A/B Testing
If you want to know what will make your website and its users happy, A/B testing is the way to go. Testing can help you identify the website elements that contribute the most to its functional success.
With A/B testing, you can compare two versions of a feature to see which one works best for your target audience.
To perform an A/B test, you’ll need to make two versions of your page. Change any one variable in both the pages that you think may influence bounce rate, for example font size or color. Then randomly assign each to a different group of visitors.
Let the test run for at least two weeks. The results will show you which version of your website design keeps people on your webpage for the longest duration of time.
Include Compelling Call-To-Action
The best way to keep visitors from leaving your site quickly is to include a clear call-to-action.
Avoid making your call to action too complicated, so that users may not get confused about your offerings.
Try to include simple words that clearly communicate your offers.
Screenshot from silentfrontier.com, February 2023
A common mistake is to include too many calls to action on the landing page. Stick to one clear and intuitive call-to-action that you hope your visitors will take.
Nature Air had 17 different landing pages for potential customers to land on. The change they tested on each of those landing pages was moving the CTA from a small link to a prominent box.
It was placed in the content area, visible at the top of the page. The conversion rate jumped from 2.78% to 19% after this one tweak was made.
The only thing that changed was the placement of CTA, which made it visible enough. There was no upgrade in price or quality, no new hues, and no new words.
The jump in conversions following a small change in CTA shows the impact such tweaks can have on important metrics, which may include bounce rate as well.
Most visitors will form an opinion about your site within seconds of arriving. So you can assume that they will quickly scan the top of the landing page before deciding whether or not to stick around.
Explain how your website helps the customer to pique interest and make sure to add an optimized CTA above the fold so the readers can see and click on it before backing out.
Including different types of content in the design of a website is one way to make it easier to read.
There are some types of information (like how-to instructions) that can be better conveyed through video than text.
A recent study shows that people remember 95% of what is said in a video but only 10% of what is said in text. This marketing statistic shows how effective video content is at keeping your audience engaged. So, including a video within your web page and informing visitors you have a video for them may help lower bounce rate. You will have to make sure the page loads fast though, because grapical content tends to drag the load speed down.
In addition to making videos and optimizing the text so it is easier, using high-quality images, infographics, and data charts is a great way to bring the the bounce rate down.
Your Landing Page Needs Social Proof And Trust
People like to do business with those they know, like, and trust. When customershave trust in you, they are more likely to stick around your website and explore what you have.
In order to win the visitor’s trust, you need to add social proofs and testimonials to your landing page. Visitors may feel more comfortable purchasing your products if your company can display client testimonials and endorsements on the landing page.
If you want a first-time website visitor to stick to your site, try these strategies:
- Showcase client endorsements and testimonials.
- Put comments that customers have left about your products on your website or on other sites like Google, Twitter, and Facebook.
- Display the logos of the media organizations that have covered you.
- Includ trademarks or certificates of approval from relevant organizations.
Once you get the users to trust you, they may spend more time on your website and help lower your bounce rate and improve the website’s SEO.
Avoid Or Eliminate Pop-Ups
You might be surprised to learn that 70% of visitors find pop-ups annoying.
Webmasters and online marketers are often at odds over the use of pop-ups.They sure help drive lead generation and conversion optimization efforts. But for some people, pop-ups will always be a pain.
Users will have a better experience if they can read and enjoy the content without interruptions. So, try to avoid using pop-ups wherever you can.
If you really want to use pop-ups, make them valuable and as inoffensive as you can to make sure they don’t take away from the user experience and affect your bounce rate.
Try To Convince The Customers Before They Leave
It’s a good idea to employ add-ons that can detect when a user is going to exit your site.
This is made by watching how the cursor moves towards where the close and back arrows usually are.
Following this strategy, the website will show a notification, perhaps requesting that the user sign up for a newsletter or offering something of value.
By doing so, you might be able salvage a nearly lost prospect and rescue your bounce rate from dropping to fatal levels.
The bounce rate of your website is measured as the percentage of visitors who view only one page before leaving the site without exploring further.
Keeping the bounce rate low is a digital best practice since it implies that your website is valueable for its target audience.
Page load speed, prominence of conversion elements and user experience are all important factors that can influence your website’s bounce rate.
We have outlined practical tips on how you can optimize each of these elements above. Implement them on your website and continue tracking the results and optimizing for sustained progress.