When you have a website, you almost always want to attract the right kind of audience and retain their attention. You don’t want people to come to your website, only to visit once and leave. There are a number of measures you can employ to see if your website is able to catch the attention of your users or if it’s just making them go elsewhere. One of the measures is bounce rate.
Defining ‘Bounce Rate’
When a user lands on your website and without going to any other page, exits, that user is considered to be a bounced user. The bounce rate in turn, gives you the percentage of site visitors who exit from the landing page without checking out any other page of the website.
What does it mean to have a ‘high’ or a ‘low’ bounce rate?
When a website has a high bounce rate, chances are that the people coming to your website aren’t finding things of interest to them and therefore, they are leaving without engaging with the website further. If a website has a low bounce rate, chances are a user finds the content on your website relevant and so they decide to explore further by going to various other pages of the website.
When is a high bounce rate not necessarily bad?
The bounce rate of your website can change if you start considering and set various actions on your landing page as “events”. For instance, it could be a video play, a page scroll beyond a certain point etc.
When a user comes to your website and leaves without going to any other page BUT does play the video or scrolls through the landing page beyond the set point, the user won’t be considered a bounced user as he did register an interaction with the website.
When the interactions of your interest aren’t marked as “events”, chances are all users who come to the landing page of your website and leave even after a playing a video will be considered as bounced, and thus your bounce rate will be a lot higher than it should be.
What can cause a high bounce rate?
It could be any or all of the following reasons:
- The landing page of your website doesn’t give the relevant information in the right way.
- Your website takes a lot of time to load.
- You have a single-page website.
Reducing bounce rate involves the collective effort of people managing the site, its marketing and analytics. Bounce rate at end of day is a quick shot indicator of traffic that comes to the site and the experience they have on the first page of your site.
Below are the 10 tips to reduce bounce rate in Google Analytics:
1. Improve Content and Keep it Clear
It is important to keep your content relevant to your audience. If you are including improperly formatted content, your audience is less likely to stay and read it. Websites with low bounce rates will keep in mind that they have a message that needs to be read and will ensure that it is easy to read and properly formatted. You can lessen the intimidation on your audience by appropriate uses of headers, sub-headers, bullet points and relevant images.
2. Avoid Popups
It is best to avoid Pop up ads, especially irrelevant pop-ups. Pop-ups will frustrate your audience and ultimately annoy them. If you must use a pop-up, consider an A/B campaign (with and without the pop-ups) to determine what will be suitable for your site.
3. Use a Clear Call to Action
In the midst of web development, you should steer clear of unclear call to actions (CTA). In order to increase conversions, you need to make your audience aware of the next step. Once you have decided what action they need to take next, make one compelling and clear call to action. Your CTA serves as a prompt to take the next step—and with a clear and action provoking CTA, your audience will do just that.
4. Capture Your Audience with a Compelling Story
When you incorporate your brand with your content, you truly have a chance to captivate your audience in a different light. Taking your brand and adding in a story will make a memorable experience for your audience. You need to demonstrate that your audience can trust you and relate to you. Maybe you won’t get a conversion at the moment but you might in the future.
5. Keep Your Blogging Relevant
Your Blog is no different than your site and the same rules should apply. Blogs can be a little less formal but should still contain relevant information. A blog is not a good place to just share a picture of a kitten you thought was cute, but if you can somehow make it relevant to your business and your audience then by, all means do so. Blogging can also be used for website optimization including an SEO strategy, so be sure to make your blog posts frequent and relevant. The more relevant information you have, the more they will continue to return to you.
6. Generate Traffic with Keywords
We can all relate to landing on a page that seems completely irrelevant to our search. Bidding for keywords sounds promising but you will get less than desirable results without the right keywords. Consider which terms your audience will search for when trying to find you, these terms will end up being your keywords.
7. Attract the Right Visitors
As mentioned above, keywords are a great way to generate traffic. But are they the right traffic? You want your audience to be of high value and ultimately lead to a conversion. By making sure that your landing pages are rich in relevant content, you ensure that your audience will stay awhile.
8. Write Attractive Meta Descriptions for Search Users
Your meta description is the key into your site. An unappealing meta description can steer away high-value traffic. It is important to attract your potential audience with a brief and appealing description that will drive traffic to the site.
9. Speed up Your Page Load time
Loading times are crucial in website optimization, your content will hardly be read if it takes what seems like a few decades to get there. Frustrating your audience is the last thing you want to do. Slow loading times can result in your audience leaving your site altogether.
10. Set External Links to Open in a New Window
Setting external links to replace the current window doesn’t always do wonders for your site. It is a great thing that your audience is engaged, but you don’t want to drive your audience away from it. Have them explore the external links in new windows and continue to discover the site.
Google isn’t secretly studying your bounce rate metrics via Google Analytics to determine your website rankings. Neither is Bing.
However, bounce rate is a proxy for usability, and that is something Google and Bing are serious about estimating. It’s all but certain that each search engine can reliably predict bounce rates by studying your website’s content and layout. Therefore, it’s a very good idea to reduce your website’s bounce rates. By doing so, you should see gains in both search engine traffic and conversions.
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