When looking to improve your business’s online presence, the metric you pay most attention to is likely going to be successful conversions. You want to increase how many visitors to your site end up becoming a customer, end up signing up for your newsletter, and so on. But what about those visitors who click, but don’t visit a single page more before closing the site? These people make up your bounce rate, and a high bounce-rate is a sign that either you’re attracting the wrong people to the site, or your site doesn’t live up to the potential they saw when they first clicked. Here, we’ll look at how to say bye-bye to bounce.
No dead ends
Some of the bounce rate for your site is going to be attributed to people who don’t really want to be on your site. Because of bad SEO practices like keyword stuffing and focus on the wrong keywords, your site might appear before those looking for content or services related, but different from what you offer. Saket Wahi advises businesses to be more specific in keywords and other ways you lead visitors to the site.
Lead the way
Speaking of leading visitors, make sure they’re being led in the right direction, too. One of the biggest bounce rate sins is the poor use of PPC landing pages. Look at this article on using landing pages to take people directly where they want to go from the first click. If people click an online ad of yours for a specific product only to be led to a homepage with many irrelevant options, it will feel like they’ve taken a wrong turn somewhere.
Streamline for success
Following that lead, streamline your experience as much as possible. Make content more readable. Consider your navigation bar and how you can strip it down to only the options that your visitors will be interested in. Don’t overload them with choices they don’t need and details they won’t care about. As the saying goes: keep it simple, stupid.
Avoid the red flags
There are some things that most visitors just don’t want to see on a website. If you’re looking to make a user-friendly experience, then get rid of elements that interrupt their browsing like unwanted pop-up ads. If you need calls to action, then place them more organically amongst your content.
Keep up with the times
Perhaps the most major red flag of all is a site that looks outdated. Regularly replacing or updating content is just the start, but visit this website to see how you might also benefit from updating the look of the homepage. A site that looks old looks inactive at the same time. They might think they’ve hopped into a virtual ghost town.
The lower your bounce rate, the more people are sticking around your site. The more they explore and move from page to page, the more likely they are to convert. It’s all part of the same process, but failing to account for every step means you could be missing some of your greatest potential gains.
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