Every website owner aims for higher ranking in the index, an increase in search traffic and conversion rates. But more often, despite following all the updated SEO techniques and carrying out both on-page and off-page optimization, you do not get the desired result.
And it is because your bounce rate is much higher than it should be. So what does it mean? It means that the customers and visitors who come to your landing page exit very quickly without giving you a chance to convert them.
Of course, you want an increase in the metric measures, but this does not mean that it should increase your bounce rate as well. Small business SEO services increase their conversions simply by adding more landing pages.
Even the 2013 study by HubSpot reveals that companies with more than 40 landing pages receive 12 times more leads as compared to the companies having five or even fewer landing pages.
SEO expert, Navneet Kaushal says that if you are experiencing a high bounce rate it is an indication that your content and design marketing plan needs to be changed and improved. With the reduction in bounce rate, your conversion rate automatically goes up.
But for that, you must be aware of the conversion architecture and ways to develop a clear content program that will help your business to grow.
For improving email signups, acquiring more customers and getting more leads, it is important that you know in detail what bounce rate is.
What Is The Good Bounce Rate For A Website?
Bounce rate can be considered as one of the symptoms that signal that there is something wrong with your site’s design or content. It means that your site is not giving good user experience to the visitors and is not attracting the target audience.
What is a bounce? Most often when you visit a site, you not only check its home page or landing page, but also browse several other pages, get informed and then leave.
But when a reader, the customer or a user comes to your site and exits without going through the other pages, even though they are on the same domain, it is called as a bounce. A bounce rate is nothing but the percentage of the visitors who visit your site and leave without clicking the other pages.
Professional SEO services believe that one of the reasons for high bounce rate can be a wrong or confused creation of the CTA on the main home page. The bounce rate can also increase if your website does not have a well-organized and enticing landing page.
So, what is a good bounce rate? As a rule:
- 80% bounce rate is very bad
- 70 to 80% bounce rate is poor
- 50 to 70% bounce rate is average
- 30 to 50% bounce rate is excellent
- 20% bounce rate or even below is considered a tracking error caused due to duplicate analytics code, third –party add-ons like live-chat and so on
The above statistics are for the general consideration of bounce rate. However, it may vary according to industries and the content type your website is offering. More often, a website showing around 70 or 80% bounce rate has either few or all of the given issue:
- Poor navigation
- Poor usability
- Bad design
- Confusing CTA
- Slow loading time.
Here are some tips that will help you improve your bounce rate.
- Optimizing Load Time
Usually, marketers think that the increase in the bounce rate is caused due to the content on the page. Of course, it can be true. But many times the issue is not the content, but something else. It is quite possible that the problem arises much before the visitor has an access to the content of your page.
And slow loading page time can be one of the reasons that need immediate fixing. A good or bad content does not matter as long as the visitor is not getting a chance to access it.
Studies indicate that around 47% readers want a site to load in two seconds or even less time. What does this indicate? It means that if your site is taking longer to load, then even though the on-page optimization on your website is just perfect, it is not going to increase the conversion rate.
Thus, optimizing page load time is highly crucial to reduce the bounce rate and increase conversions. And it especially holds true for the mobile sites. The Radware data suggests that even a delay of mere 500 milliseconds in the connection speed can lead to a rise in the peak frustration to up to 26%.
And this ultimately leads to a reduction in the engagement of visitors to up to 8%. Importantly, if you have e-commerce site then slow-loading pages is the main cause of shopping cart abandonment.
- Content Readability
Lack of readability is one of the major causes of increase in the bounce rate. The target customers leave your site very fast if your content is not legible or properly readable. SEO services say that big paragraphs of content without any breathing space scares the readers away.
So, the first thing is to have small paragraphs and avoid large chunks of text. Another aspect that can hamper the content readability is lousy formatting.
Many times the content is great but the formatting is so unorganized that visitors prefer leaving the site instead of going through it. So, when your site fails to entice the visitor with proper content quality as well as presentation, it is bound to increase your bounce rate and reduce conversions.
The best practice is to write a post or blog in an interactive tone as if you are speaking to the visitor. Also, every post should have a headline, bold and big to attract the reader. Subheadings, bullet points, and small paragraphs are some other ways of holding your visitor with proper content formatting.
A few tips here can help you improve the readability of your content:
- Always use subheadings to add more attraction
- Clarify details in bullet points wherever possible, especially when you are talking about benefits, features or highlights
- Make the content presentation attractive to eyes by adding lots of screenshots, images, charts as well as applicable quotes coming from industry experts
- Bold the keywords at few places, but avoid overdoing it
- Add a lot of queries and questions to the text so that the reader feels invited to take interest and participate in the conversation-like content. It will encourage him to read further until the end.
- Always have a conclusion part in your content. In the subheading titled ‘conclusion’ tell the reader the summary of the article and what to do and how to take action. Make sure that your conclusion encourages the reader to take action.
If you are not sure about the readability of your content, you can check it at www.read-able.com.
- Improving Overall User-Experience
Better user experience is a commonly used term across the internet. But what exactly does it mean? How can a website improve its overall user-experience?
According to Neilsen Norman Group, user experience includes everything related to the end user’s communication with the company, its services as well as its products.
In other words, the user experience is the complete feeling a visitor gets when he visits and interacts with your site. Whenever a user finds it easy to use a website and also thinks that it is pleasing and that he should stay on it for a longer time, it means the site is providing him a good user experience.
Top SEO services advise developing a usable website that covers all aspects offering better user experience on all platforms as well as devices. For this, you need to watch out which things the users find more attractive on your site and what aspects of your site are influencing their decisions.
If there is something that is deviating them from opening more pages on your site, check out which is this factor and remove it or make improvisations.
- How Necessary Are Popups?
Popups can be disturbing and surely can stop your reader from browsing further. Suppose you are reading an interesting content on the internet and suddenly a gaudy popup comes on the screen distracting your attention.
It will surely influence your ability to concentrate on the content. So either you will let it go or just abandon the site. Just like you most of the readers find irrelevant pop-ups annoying. Many people rather hate them.
You would be surprised to know that whether to use popups or not is a largely debatable point among the marketers and the site owners. And the debate is because popups do work. They have been found to contribute towards improving traffic to your site.
Rather, they hugely contribute to the growth of your email list. But even then, the best SEO service company is against using them as they can lead to increase in the bounce rate. You must avoid using popups if you want to build loyal visitors to your site over a long-term.
And if at all, you have to use them, try limiting them or making them un-annoying or unobtrusive as much possible. Even the statistics support the use of other options such as emails for promotion rather than popup ads.
Figures indicate that only 14% consumers respond to popup ad as compared to 51% who respond to email offers. So you should avoid using popups and if at all you are using them ensure that they are well designed.
An attractive popup has a comparatively higher rate of bringing in conversions against those ads that carry bulky and aggressive language.
- Convincing CTA
A convincing Call-to-Action (CTA) makes the visitor think as he is leaving your site and may even make him stay on and lead to sales funnel. Go-Globe study says that 47% of sites incorporate clear CTA button which becomes visible to the user within 3 seconds or less.
So, that is the importance of CTA. Rather it is the top priority. Once you have hooked the visitors with your on-page optimization tactics such as headline, quality content, organized format, CTA is the last chance where you can finally convert him.
But if you have a weak CTA, he may just read through and leave. Here your main intention is that you want to reduce the exit rate and convert every visitor into a buyer.
Your CTA must be so compelling that it should either lead the visitor to the sales funnel or at least leave a positive impression making him at least think about buying your product or services.
The small biz trends study indicates that 70% of the B2B small business websites do not have any CTA and that is why they have higher bounce rate and low rate of conversion. So, apart from having good design, content, and format, the next priority is having a convincing and persuasive CTA that encourages the user to click the ‘Add to Cart’ button.
SEO consulting services keep each and every element in mind while creating CTA. Even a small change such as adding text to the CTA button can increase user engagement leading to another resource page of your website thereby reducing the bounce rate.
Check out this example and you will surely grab the importance of having a compelling CTA. Recently, a Danish e-commerce website selling car care products managed to boost its sales conversions to around 18% incorporating a text CTA along with the product pages link.
So, keep in mind that with great CTA you always stand a good chance of improving usability. When all these factors are ideally arranged on the website, the customer will feel like staying more on your site which will in turn lower bounce rate and enhance chances of improvement in the conversion rate.
- Improve Branding With Storytelling
Storytelling is one of the most influential ways of captivating the minds of your visitor. But it is an art and only if your story appeals to the visitor, it will contribute to improving the credibility of your brand.
It is a proven fact that customers love to read good stories and respond to it. Adam Toren from Forbes says that you can add life to your brand with storytelling. But for that, you must know what type of content people like to read and how they read it.
Usually, visitors look at the landing page or home page of a website and clicks on whatever that stands out. It can be anything that attracts them, for example, an image, a particular term or even a subheading.
With the help of storytelling, you can easily connect all these elements and come up with a convincing presentation on your website that appeals to the visitors. The number one rule for any type of quality content is that you should be very clear.
But storytelling adds more appeal to the content and touches them in an emotional way. What’s more, when you tell a truth with your story, the visitors trust you more. Naturally, they will start trusting your products too after a few days.
But how can you write a story that will build a loyal audience? You need visitors who not only will regularly read your story, but also will share it, respond to various offers you come up with occasionally and also be a part of your overall growth process.
So how should you write a compelling story?
Your Customer Is The Hero
For making the story memorable that can lead to growth in business, Ann Handley says that you must project the customer as the hero. Since for every business, the customer is the first priority making him the hero will definitely improve conversion rate.
And for that, all you have to do is to create high-quality content that the customer would find very informative and is encouraged to share. Once your story appeals to the customer and motivates him enough to share it, he will start trusting you and this definitely will reduce bounce rate.
Always Be Truthful
Just because you want everything positive to happen with your business does not mean that you must put up a fake picture in the story to make it look attractive. Rather, lies one way or the other are tracked and then the customers will never trust you again.
So, instead be truthful always when you are telling the story irrespective of whether it is relating your failure or success. It is the truth that everyone wants to hear. SEO marketing services always think from the point of view of the viewers and believe in honest storytelling.
So here I have discussed some of the most effective ways to cut down the bounce rate of your website and improve your conversion rate. But always keep in mind that nothing works if your content is not of high-quality.
So, even if you succeed in reducing the bounce rate with the above methods, you still are at risk of increasing it yet again. And if you want to avoid it, ensure that you have a planned editorial calendar and a proper content strategy.
Reducing bounce rate is nothing but trying to increase the engagement time of users on your site. And this can increase gradually if you upload fresh, informative, well-formatted and organized as well as unique content on regular basis on your website.
Once the visitors find your content helpful they will share it and even tell others to check your website.