Quite simply put, the percentage of visitors to a particular website who navigate away from the site after viewing only one page, is known as the bounce rate. A rising bounce rate is a red flag that says your home page is boring or off-putting, or a sign that users found what they were looking for on one page and had no need or interest in searching further.
Research shows that the average bounce rate is 40.5%, but it does differ depending on the industry. Many of the bounces come from first time users. Since a bounce rate can measure how effectively your brand is resonating with your site visitors, it should not be ignored. Indeed, there are quite simple ways to decrease your bounce rate. As a visitor decides in 8 seconds or less whether or not to stay on or leave your website, it’s worth trying every trick in the book.
- Focus on your target audience
It makes sense to deliver content that speaks to your target group. Using keyword optimisation ensures you have the right visitors to your site in the first place.
- Look at the navigation on your site
It should be direct and simple and easily lead your visitors in the right direction. It helps to use images to convey your point or show your products, as well as large call-to-actions. If your site offers a lot of services or products, use drop down menus to make navigation quick and straightforward.
- Use targeted content for first time users
There are many audience targeting tools available on the internet, getting the right content can be advantageous. Capturing the interest of a first time user in a way that will bring them back to your site will reduce bounce backs.
- Use content recommendations to increase engagement
Using pop-ups or sidebars with personalised content recommendations can drive 50% more click-throughs.
- Be mobile friendly
More than half of all internet users consume content on their mobile devices, so making sure your website works on all devices, by using responsive design, is a very sound investment.
- Deliver on expectations
Ensure your ads and posts are not misleading and your content is engaging. A poorly designed website can waste a lot of time and leave users feeling mistrustful and unlikely to return.
- Be clever with social media
People often use Twitter and Facebook these days to check out brands before visiting the websites. Being present on social media platforms will meet the expectations of users and give them a reason to engage with you. Use email and social media to send content to users, rather than waiting for them to visit your site.
- Redesign your website
Some tweaking or a complete overhaul may be what your site needs to reduce bounce rates. Try the following:
- Remove unnecessary clutter.
- Make sure navigation is clear.
- Make sure there is no confusion on the landing page and that there is a clear call-to-action.
- Reduce or remove 3rd party content and widgets, as these weigh a site down and increase the loading time.
- Make sure your content is easy to read; use larger fonts.
- Make sure there is spacing between lines and paragraphs.
- Don’t drown the home page with loads of text.
- Use headings and sub-headings.
- Audio or video content on autoplay can be very annoying.
- Use good colour contrasts.
- Try page level surveys
Using a thumbs up/thumbs down survey button on the bottom of the landing page (one not requesting a log in) will provide you will instant feedback from visitors to your site and their reason for bouncing.
- Set realistic goals for yourself
Track bounce rates against your historical performance and goals. Ground your expectations in reality.
Website analytics from WSI
WSI, an established international company, can help determine your website’s bounce rate as well as devise a plan to reduce it. With a team of professionals just itching to get started, WSI can help to redesign your website, improve or change content, install responsive design and many other consulting services to help you get back on track. To find out more about their range of expertise, call or email WSI today.