If you find it difficult to increase conversions such as purchases, email signups, or leads from your website, then it is likely that your website has a high bounce rate.
A high bounce rate is one of the most common causes of low conversion rates on websites. If most web visitors leave your website on the first page, then obviously you have no chance of converting them into your new leads or customers.
For this reason, in this article, we will present several methods that have been proven to help lower the bounce rate of your website. But before that, let's first look at a review of what is meant by a bounce rate.
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What is Bounce Rate?
Based on the definition provided by Google Analytics, the bounce rate is the percentage of users who enter and leave your website without visiting other pages of your website or interacting with your pages.
A high bounce rate can be an indication (though that's not always the case) that your web page is less able to convince users to explore your website more deeply.
Web visitors are considered to 'bounce' from your site when they click a link to another website, press the back button to exit your website, close their browser window/tab, or type in a new URL.
What is a Good Bounce Rate?
Although there is no exact number because each industry/niche has different benchmarks, you can use the parameters below to measure the bounce rate performance of your website:
- +80% = very bad
- 70% – 80% = bad
- 50% – 70% = enough
- 30% – 50% = very good
Assessing the good or bad performance of your website's bounce rate also depends on the type of content and niche of your website. The graph below summarizes the average bounce rate of this type of website.
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| Source: kinsta.com |
How to Lower Bounce Rate
Identifying and improving your landing page is the step you need to take to lower your website's bounce rate. In this section, we will explain some of the factors that can cause high bounce rates and how to fix them.
But before that, it's a good idea to identify which pages from your website have the highest bounce rate first. You can easily do this via Google Analytics by heading to Behavior » Site Content » Landing Pages. That way, it will be easier for you to see what problems your website has and deal with them more efficiently.
After knowing which pages have a high bounce rate, you can follow some of these tips to lower the bounce rate of your web pages.
1. Improve the Readability of Your Content
One of the reasons why web visitors leave your site is because your content is difficult to read. The level of readability of the content is one aspect that determines whether or not the user experience of a website is good or bad.
Try to double-check the content on your page that has a high bounce rate. It may be that the paragraphs of text in it are too long, the fonts are too small, or the formatting and structure of the text are not neatly arranged.
2. Avoid Using Popups
In fact, 88% of users say that popups are quite disruptive to their experience on a website. Popups on the website can even make users unsubscribe from email, leave the website, and stop using the advertised product/service.
So, try to avoid using popups on websites as much as possible. If pop-ups are needed, make sure the content in them matches what the user needs or wants.
3. Make an Attractive Call-to-Action
You have succeeded in attracting visitors with captivating headlines and building their interest with informative content. However, you'll still have a hard time getting conversions without a compelling Call-to-Action.
Therefore, regardless of whatever content you present on the website, make sure the CTA in it is also interesting so that it inspires users to click on the CTA to go to other pages.
4. Add Videos to Catch Audience's Attention
Video content has proven to be more effective in attracting the attention of the audience compared to content that is only in the form of text or images. You can add a fullscreen video as a page background, or add it next to your call-to-action.
5. Improve Your Site Speed
Most web visitors will determine whether they like your website or not in the first few seconds after they enter your website. Therefore, it is very unfortunate if those precious few seconds are actually filled with blank page loading scripts.
According to Strangeloop, a one-second delay in your page load time can result in 7% of sales, an 11% reduction in page views, and a 16% reduction in User Experience.
You can use Google Page Speed to see the site speed of your website. One way to fix this is to optimize the images on your pages using a Content Delivery Network (CDN), add better caching, and switch to a faster hosting provider.
Conclusion
Bounce rate is one of the important web performance metrics for you to pay attention to because it has a close relationship with the user experience and content relevance of your website. A bounce rate that is too high can prevent you from getting conversions, material can sometimes interfere with your SEO.
Some of the tips above are some of the steps or ways that you can easily do to be able to lower the bounce rate of your website. However, if you are still having trouble lowering your website's bounce rate, Meson Digital Marketing Agency is ready to help you.