It’s essential to reduce bounce rate of your website, if you want to grow your business successfully. Bounce Rate is an important metric to measure the quality of traffic to your website. A high bounce rate for your website indicates that the site entrance pages (landing pages) are not relevant to your visitors. It leads to low conversion, leads and sales, and makes it difficult to run your business.
What is Bounce Rate?
Bounce Rate is the percent of single page sessions or visits to your site. In other words, it’s the percent of visits in which visitors leave your website from the landing page without browsing further.
Bonus Read : 8 Most Important Google Analytics Metrics Every Business Should Track Regularly
How to Reduce Bounce Rate of your Website ?
Here are 9 ways to reduce bounce rate of your website.
1. Stop targeting low value keywords & channels
If any keywords or channels send traffic with high bounce rate, it means those visitors are not looking for your product or service. So it’s better to stop targeting them, or target the right keywords & channels. For example, if your company is called Tenzo Shoes and you rank well for the keyword ‘Tenzo’ but your bounce rate is high for this keyword, it may be because your visitors are looking for another company called Tenzo Electronics, when they search for this keyword. You can use one of the top keyword research tools to find the right keywords for your business.
2. Create Landing Pages which answer visitor’s questions & concerns
If you’re attracting the right visitors and still your landing page has a high bounce rate, it means your landing page doesn’t provide the information that visitors are looking for. For example, if your visitor is looking for customer testimonials of your product while your landing page talks only about the features & pricing information, they are likely to bounce off. Long-tail keywords such as “How to do add plugin in wordpress?”, “What are the security features of HubSpot Marketing Software? “are a great way to find out the questions people have about your product or service. Check out our list of best free long-tail keyword research tools & software, to get detailed long-tail keywords for your business. Once you have a list of long-tail keywords for your website, include them in different landing pages to make them more relevant. Relevant landing pages is one of the most effective ways to reduce bounce rate of your website.
Check out our list of Best Landing Page Examples that you can use for your own business.
3. Display the Call To Action (CTA) prominently
If you’re landing page doesn’t have a call to action, or doesn’t show it prominently, then your visitors will bounce for sure. After a visitor arrives on your landing page and goes through its content, your page needs to tell him what he needs to do next. That’s where call to actions come in. Do you want him to sign up? Give you his email? Download an e-book?
You need to clearly display the Call-to-action on your landing page to get value from your visitors. Using headings, sub headings, using prominent buttons, triggered popups are different ways of capturing your visitor’s attention and persuading him to take the next action.
4. Make your Call To Action (CTA) relevant to the landing page
If the Call To Action is not relevant to your landing page, then the visitor will most likely bounce. For example, if your landing page’s title says “Google Analytics Video Tutorial” in organic search results and the CTA on your landing page says “Download E-book”, then the visitors will come to your site and bounce.
Learn how to do create SEO Optimized Title Tags for your landing pages.
5. Make your content easy to consume
Ensure that visitors can quickly go through your landing pages, easily find the CTAs and take the next action. That way they’ll continue to navigate within your website without leaving. If you develop landing pages which are hard to read or understand (e.g with lots of text with very few images and videos), then they’ll lose interest and leave.
Even if they’re interested, they’ll most likely bookmark it for later and never come back.
6. Create visually appealing landing pages that load fast
First impression is the best impression. A poorly designed website is a major turn off for visitors and an important reason for high bounce rate.
Following are some of the reasons why people leave a website without browsing further:
- Poor webpage design (bad color combinations, low contrast, etc)
- Poor navigation – Users are unable to find the information they’re looking for.
- Not responsive layout – Landing Page looks great on desktops, but looks ugly on iPhones. Learn how to use Mobile SEO Tips & Best Practices to optimize your website for mobile devices.
- Too many ads above the fold – Visitors suspect you’re running a clickbait site and bounce.
- Too much text – Images & videos are easier to understand than text. Also text heavy sites look unattractive and monotonous.
- Poor formatting – Not using bold, italics, underline correctly. No proper headings and sub heading to organize your content. No proper spacing between lines & paragraphs. Very Small font size.
- Landing Page takes a long time too load
- Audio/Video that autoplay when a person visits your page. It’s very annoying to visitors and should be avoided. Checkout our list of 8 Best Video SEO Tips to optimize your videos for better search engine ranking.
Well designed landing pages will entice visitors to explore your site more, and its reduce bounce rate.
Bonus Read: How to Reduce Bounce Rate in Google Analytics
7. Build landing pages that encourage navigation
People arrive on your landing page looking for information. If they find it, they’ll leave unless you give them a reason to stay.
For example, if a user wants to know your business contact information, he’ll most likely arrive at your “About Us” page and leave after he has the required information. You can prevent him from bouncing by adding content which encourages him to browse further. For example, you can add links to your latest blog posts on your About Us Page. That will take him to your blog where he will continue browsing more articles for some time.
You can also keep the visitors on your site longer by displaying sections like “Related Articles” or “Related Products” on your landing pages.
8. Conduct Page level/Site Level Surveys
You can also allow visitors to rate your landing pages to find out if they’re useful or not. You can add thumbs up & thumbs down buttons at the bottom of your page, or add a “Did you find this page helpful?” questionnaire with yes & no buttons.
If your landing page gets a lot of thumbs down, then you need to update its content.
You can also use tools like Qualaroo to get instant feedback from your visitors, or even chat widgets like Intercom to understand what they’re looking for. Not many will respond but the few who do, will enable you to reduce bounce rate of your site.
9. Do a Backlink Analysis
It’s also important to do a backlink analysis of your site. There are plenty of free backlink checker tools out there for it. Your site may be having a high bounce rate simply because it’s attracting the wrong kind of referral traffic. It may be because your site has a bunch of bad backlinks that are irrelevant to your site. This can happen if you have outsourced your website SEO to a marketing firm that indulges in black hat SEO techniques like buying backlinks.
Backlink Checker Tools also let you perform competitor analysis to understand what kind of websites they are targeting. You can look at what your competitors are doing and reach out to similar website for guest posts or featured articles. This will put your business in front of the right audience who will not bounce after they come to your website.
Check out our list of Free Best SEO Audit Tools to perform SEO Audit for your website
Building backlinks, Optimizing Images for SEO, and using Keyword Research Tools to target the right keywords are some of the other ways to improve traffic quality and build more relevant content for your website. Also, check out our On-Page SEO Checklist and Off-page SEO Techniques for Tips to improve search engine ranking.
Bonus Read: How to Reduce Bounce Rate in Google Analytics
What do you think ? How do you decrease your website’s bounce rate? Share your experience with us.