Did you know that if you don’t reduce your website’s bounce rate in Google Analytics, you may soon run out of business?
To grow your business online, it’s not only important to attract highly qualified website visitors but also to retain them as long as possible. If people simply leave your website after browsing around for a few seconds, then it can be difficult to generate leads and drive conversions to sustain your business. That’s where bounce rate comes in. Bounce Rate is an important metric in web analytics that indicates the percent of visitors who leave your website after viewing just a single page on your website. A high bounce rate means that your website is not really relevant to its visitors, which is why they leave so quickly. Here are 7 Actionable Ways to reduce Bounce Rate in Google Analytics.
How to Reduce Bounce Rate in Google Analytics
Here are 7 Practical Ways to Reduce Bounce Rate in Google Analytics
1. Target the Right Keywords & Marketing Channels
One of the most common reasons for high bounce rate in Google Analytics is that websites target wrong keywords and marketing channels that attract website visitors who have nothing to do with their products & services. Consequently, they bounce off quickly. For example, if you have an automobile spare parts website and post answers on healthcare forums (for seo or other purposes) then such tactics are bound to attract the wrong visitors. So find out the traffic sources as that send low quality traffic and stop those campaigns. Similarly, you may be targeting the wrong keywords in your content that attracts low quality traffic. In such cases, find out the keywords your competitors are targeting and update your landing pages accordingly.
2. Build Highly Relevant Landing Pages
If your website has a high bounce rate in spite of attracting the right visitors, it may be because your landing pages don’t provide the information they’re looking for. For example, your visitors may be looking for “Marketing Agencies in New York City” and if your page gives information about “Marketing Agencies in New York State” then they’re likely to bounce. Similarly, if they’re looking for pricing information, while your landing page talks about only product features, they’ll bounce off your site. Add a chat widget to your website to ask visitors what they’re looking for and how you can help. This will help you understand how to improve your landing pages and reduce bounce rate. In fact, you can even employ live chat experts such as The Chat Shop that can work with you to refine your landing pages, increase your leads and improve customer satisfaction.
3. Display Call-to-action (CTA) prominently
Let’s say a visitor arrives at your website, reads your content and finds what he/she is looking for. Now what? Unless your landing page has a clear call-to-action, your website visitors won’t know the next step, and will bounce for sure. So ensure that your landing pages prominently display CTAs at various points, to retain your website visitors. You can also use headings and subheading to give directional hints about what users are expected to do after going through your landing page. You can also use exit intent popups to persuade users who are about to exit, to sign up for your newsletter or avail discounts, to keep them on your website.
4. Use Relevant CTAs on Your Landing Page
When it comes to reducing bounce rate for websites, I can’t stress the importance of relevance enough. Ensure that your call-to-action is actually relevant to your landing page. For example, if your landing page’s title says “Free E-book” in search results, and your actual CTA on landing page says “Download Case Study”, then visitors are likely to bounce. Similarly, if your Google Ad says, “Download Free Marketing E-Book Now” and clicking on it takes visitors to your home page, then you’re bound to have a high bounce rate in Google Analytics. The key is to actually offer what you promise through search results and/or paid ads.
5. Create easy-to-consume content
Create landing pages that are easy-to-read and understand, and have prominent call-to-action at multiple places so that users can quickly take the next step. If you build content that is difficult to consume quickly, then you can expect a high bounce rate. In such cases, even if you attract the right audience and provide relevant content, many interested visitors will bookmark your pages and decide to re-visit later.
6. Build Fast loading landing pages that are visually attractive
This one seems like a no-brainer but many websites mess it up. One of the most effective ways to reduce Google Analytics Bounce Rate is to simply create fast loading landing pages that look good, both on desktop as well as mobile. No one likes to wait for pages to load in 2017! Also, since most websites today are well-designed, it has become normal for people to expect a good design from every website they visit. So if your website is poorly designed, your visitors will simply assume that it’s of low quality and bounce. Here are some of the most common reasons why people leave websites quickly:
- Poor website design (poor contrast, bad fonts, bad colors)
- Poor navigation – makes it difficult for visitors to find information they’re looking for.
- Non-Responsive website – Web pages load properly on desktops but don’t look good on tablets and mobile phones. Since people use various devices to access your site, you need to ensure it looks good on all devices.
- Too many ads – People are getting so fed up of ad-based sites that even chrome is about to roll out its own ad blocker. So don’t flood your site with too many ads, at least not above the fold.
- Too much text – People prefer image & video based sites over text-heavy ones. Don’t you too?
- Poor formatting – Not using bold, italics and underlines correctly. Not using headings at the right places to structure your content. Not spacing lines properly. Using small fonts.
- Slow loading landing pages
- Audio/Video content autoplays when page loads. This is very annoying and should be avoided.
7. Encourage Navigation
Sometimes, your website may have a high bounce rate simply because it’s too good in providing the required information to your visitors.
Every visitor comes to your website looking for something (information, product, etc). When visitors find/don’t find what they’re looking for, they tend to bounce, unless you give them a reason to further browse your website. For example, if a visitor arrives at your “Contact Us” page looking for your business address, he’ll bounce once he notes your contact details, unless you give him something to continue browsing, like, links to your latest blog posts. This will take him to your blog where he can continue reading articles.
Bounce Rate is one of the most important Google Analytics Metrics that can severely hurt your business, if not handled properly. The key is to attract the right audience to your website and provide them with highly relevant content that is useful and engaging. A low Google Analytics bounce rate will ensure that visitors will browse your website more, stick around longer and eventually convert to actual customers for your business.
What tips do you use to reduce bounce rate in Google Analytics?