10 ways to reduce your website bounce rate
Accepting the fact that your bounce rate is high could be a difficult pill to swallow. At first glance, it seems to you that your website has everything a customer would ever need, but it's not that simple.
The bounce rate in digital marketing is one of the many factors that determine how your work is perceived by audiences. If for some reason it's high and you can't get your target audience to stay, there are always ways to correct the situation to reduce the bounce rate – starting with the basics.
What is a bounce rate?
Bounce rate is part of the Internet Marketing Terms Glossary. It refers to the percentage of customers who leave a particular website without visiting other subsequent pages.
Customers leave the website without clicking any links and without taking any action. It is used to analyze how the traffic of a given website is doing.
How does the bounce rate affect conversions?
The bounce rate has a negative impact on conversions. This means the higher your bounce rates, the fewer conversions you will get and vice versa. Hence, you need to make sure that your bounce rate is always as low as possible.
Many mistake the bounce rate as a measure of whether or not a company or website is doing well. While this has a negative impact on conversions, it doesn't necessarily mean that a website is performing poorly. There are other factors, but reducing your bounce rate will only help you in the end.
10 ways to reduce the bounce rate
Here are ten ways you can reduce the bounce rate on a website:
1. Keep the page loading time to a minimum
Imagine someone clicks on your website link and then has to wait forever for it to load. What are they going to do next? Go to another website. Because of this, your page load time needs to be kept to a minimum, which in turn will help you reduce the bounce rate on your website.
It has reportedly been found that every second costs 7% of sales and customer satisfaction drops by 16%.
2. Take the help of smart formatting
When a page loads and you're looking for something, your eyes automatically look in the smaller paragraphs first, or go to that list of bullet points. This is because information is much easier to consume in this format.
Even if you've put everything into research and published good quality content, it doesn't make sense if it's presented in large blocks of text and the audience can't easily understand it.
To reduce the bounce rate for your website, make sure that:
- Headings and sub-headings to break down your content and make it easier to understand
- Take the help of lists or bullet points like this one
- Add pictures / videos / infographics for the benefit of the audience
3. Optimize the placement of calls-to-action
Optimizing call-to-action placement is one of the best tricks to reduce the bounce rate. The first impression is really important when it comes to websites as the visitor decides for himself in the first few seconds whether he will stay or not.
For this reason, your call-to-action placement is important as it will help people get things done faster, and ultimately, efficiency is key. Don't let them question you and you'll have a prominently placed call to action yourself somewhere in the beginning.
4. Make sure the layout is suitable for cell phones
Since most of us access websites on our cell phones. Hence, you need to make your websites mobile friendly as it becomes very frustrating when you visit a website with your phone and the layout is everywhere.
5. Create content that is easy to understand
Another extremely disgusting thing about a healthy bounce rate is content that makes you reach for your dictionary or that is written so intricately that it is difficult to understand.
Keep it simple, concise and stick to your point of view and explain things in a way that your target audience can easily understand to reduce the bounce rate.
6. Use different types of content
People react better to images than to the text form of content because they register faster in their heads and are much more appealing. In addition to videos and infographics, high quality images are also very effective at conveying information.
7. Keep your internal links logical
Internal links refer to those hyperlinks that lead the user to another web page on the same website or domain. These are used to make navigation easier and to raise awareness of your own content.
Notice that we have used "logical manner" in the subheading. This means that while we may include internal links in your work because they provide a broader understanding and credibility of your information, their use is limited.
You need to make sure internal links are used in a controlled manner as overuse will make your content look bad and not very reliable.
8. Perform A / B tests and understand user behavior
A / B testing refers to the process by which you can compare two or more versions of the same content to determine which version resonates most with your audience.
You can set your bounce rate by running these tests. The work you've done on A / B testing will help you understand how exactly your audience is doing. Often times, certain elements of your website, such as the headline or call-to-action, don't work.
Therefore, you need to run these tests to make sure that the content does not contain any errors. It's all of these little things that come together to create the desired effect. So don't leave any stone unturned.
You will also get to know your audience better by taking these tests. Your preferences, what works for you and what doesn't and that is the most important thing.
9. Minimize the use of sidebar widgets and promotions
Most websites display one or more ads in different locations. While this is a valuable source of income, overuse can affect the healthy bounce rate and lead to a crowded layout. This can overwhelm your visitor right away.
You need to make sure that you never go overboard with all the offers, ads, promotional content and so on in the sidebar widget. If you need to include something, do it in an informative way so that it gets added to the page instead of making it look messy.
Also, be careful with popups and limit their use or eliminate them entirely if possible, as some of them tend to appear right when a visitor comes to your page. This can be very distracting and can even decrease your website's bounce rate.
10. Improve the overall user experience
All of the points we've discussed so far are actively helping to improve the user's experience in one way or another. Similarly, the user experience is about making the user comfortable when interacting with your website.
Not only should your website be easy for them to navigate and get the information they need, but it should also be aesthetically pleasing. All of this together help ensure that your website reduces the bounce rate and makes the user experience smooth and fruitful. Make sure you are constantly working on delivering a quality experience to your audience.
The "ricochet" of your website should never stop you from doing your best. When there is a problem, the solution is never far behind. Increasing your bounce rate isn't the end of the world, and solving this problem has been simplified to ten easy steps above. To reduce the bounce rate for your website, make sure you implement it and work through to the end.