Bounce rate indicates the percentage of visitors who come to your website and leave without viewing any other page. A high bounce rate means that a website is not able to retain its visitors and is not able to generate any interest among the visitors about the products, services, or content as displayed or published on the website. While there could be hundreds of reasons why your website’s bounce rate, there are few primary factors that can be taken care to reduce the bounce rates and increase the marketability of the website.
Set Your Targets Right
You cannot completely eliminate the bounce rate. Depending on the nature of your business and the kinds of products or services that you display on your website, the bounce rate may differ. But it is really important for you to keep the bounce rate in check and keep it within a certain range as you may find normal.
Attract the Right Audience to Your Website
One of the main reasons for a high bounce rate could be the wrong usage of keywords that may attract people who may not be interested in your offerings and may immediately leave your page once they realize they are on the wrong page. This adversely affects your web rankings and increases the bounce rates significantly. This could be avoided if marketers use the most relevant keywords rather than focusing on too many ambiguous keywords. You may also work towards improving the targeting of online advertisement campaigns to attract the right audience to your website.
Improve User Experience and the Overall Feel of the Website
A lot of times, a complicated and not so user-friendly website interface could lead to an increased bounce rate. A marketer must ensure that the text displayed on their website is clearly readable and the right balance of colours, pictures, and content is maintained. Using well-organized and responsive websites can allow for easy navigation across multiple browsers and devices and enhance the user experience in a significant way leading to a lower bounce rate and improved conversions.
Provide Users with Quality Content
Creating qualitative and useful content and sharing the same on the website is very imperative in order to improve the readability of the page and increasing the conversion rate. Content Marketing allows a brand to engage and communicate with its most valued customers. Reasoned to the same, the content must have a clear message for the intended readers, rightly placed call-to-action buttons, proper use of headings, sub-headings, and images to make the right impact on the users’ minds.
Reducing the Page Load Time
If a web page takes more than a few seconds to load, the probability of a user closing the page and going to your competitor’s website increases considerably. Marketers must avoid building heavy websites that contain a lot of multimedia content and take excessive time to open. Not only it is annoying to the customers but also it adversely affects your brand reputation as some customers might never return once they have a bad experience with a brand.
While an increased bounce rate is not always a bad news, keeping it in check and analyzing the reasons for the rise may help you design your web strategy better and improve the conversion rate and ROI in a significant way.
Robert Duke is a Marketing Manager and Spokesperson of Blue Mail Media.