11 Easy Ways To Reduce The Bounce Rate

 

Accepting that your site has a high bounce rate is like accepting that maybe, maybe your child is not the most beautiful child in the classroom. Sure, you think your precious little angel is just adorable (and to be clear, we’re talking about your site now), however, when you go to Google Analytics to check the numbers, this percentage will tell a different story.

It is difficult to understand. Everyone loves their site, right?

What does a “good” bounce rate mean?

Of course, as the viewer’s eye perceives beauty, so does the “good” bounce rate. Some sites may see an 80% dropout rate as awesome, while other sites may see this as something reversible. It really depends on the site and your business goals.

Regardless of the fact that many webmasters and webmasters pay close attention to this percentage as a general indication of a site crashing or attractiveness, they would like to reduce this annoying number as much as possible. Some people believe that it can affect search rankings through the new Google RankBrain learning engine. It is therefore obviously in your best interest to optimize this measurement.

In today’s post, we will look at 11 ways to do this.

First we need to talk about the flaws that are inherent in the bounce rate, as a performance indicator and what it means to you.

 

A brief note on bounce rate problems

Along with the bounce rate, you have probably noticed the “Time per page” measurement in Google Analytics. This, as its name implies, is an estimate of the time an average user spends on a page. The term “Time on Page” is a metric approach rather than a well-defined metric, because Google Analytics (and other analytics platforms) require two clicks to accurately calculate page time. An “inbound” click – usually the link that brings a user to a page in the first place – and an “outbound” click – usually a click on a navigation item that removes them from a page.

Unfortunately, this critical output click is often missing from the equation. Have you spent a few minutes reading a page before closing the tab (or browser)? If so, Google Analytics could not accurately measure page time because this vital output click was lost during that session. In this example, it does not matter if a user clicked on a page, read every word of an 8000 word blog post, closed the tab without clicking, this session was recorded as a bounce. The same applies to sessions where a user opens a link to another tab and leaves the original tab open before the browser finally closes.

As a result of this inherent flaw, many marketers move away from their dependence on dropout rates as a measure and focus on so-called “attention metrics” such as stay time and scroll depth. It’s just very difficult to accurately measure bounce rate (and page time), but it’s worth trying to keep it low.

However, if it is too high due to changes made to the site, you have a significant problem to deal with.

With this warning, let’s see how you can make your pages more attractive and reduce this “annoying” percentage.

1. Optimize page load time

Many marketers assume that if the bounce rate is high, the issue is the content of the page, when in fact serious problems may have arisen before the user even has a chance to read a page.

Of all the problems a website can have, slow loading is arguably the worst. After all, it does not matter how good or bad the content of a page is if the user can not read it (or even see it) and 47% of users expect a page to load in two seconds or less. Implementing these optimizations is therefore vital to reducing the dropout rate.

Radware, a delay in connection speed of just 500 milliseconds can lead to an increase in “absolute frustration” of more than 26% and a reduction in jamming by 8%.

 

In addition, slow loading pages are one of the main reasons for leaving the shopping cart. Only 2% of the world’s top 100 e-commerce sites have mobile sites that fully load in less than 5 seconds and ⅕ takes almost 8 seconds to load completely, an almost criminally long period of time.

 



Before you even think about examining the content of your pages, make sure that visitors can actually see them in a time tolerable for them.

2. Make your content accessible with smart formatting

Have you ever clicked on a post on a blog or website and found a huge, intimidating (mostly ads) that they do not allow you to access? If so, you already know how frustrating that can be. Even if your content is extremely valuable and unique, it does not matter if readers have difficulty accessing it.

Formatting your pages to make them as accessible as possible is one of the best ways to reduce bounce rates. The less “work” a visitor has to do to get what they want, the more likely they are to stay. Do not “choke” visitors with large paragraphs, use the white space to make the content more accessible.

Here are some ways to visually reduce this content:

  • Proper use of headers
  • Frequent subtitles
  • Suitable images
  • The dotted lists

Using these formatting options makes the content more accessible and allows the reader to scan it faster, to identify the points that are most relevant to their needs.

3. Use Widgets Sidebar and make fewer promotions

 

Some websites are an ideal opportunity to offer relevant content, offers and other material to the public. Blog pages are a great example and you might find a decent blog without a full sidebar. However, filling the margins of the site with ads, offers, awards, etc. you will definitely drive the visitor away.

If you want to highlight relevant content in the sidebar, do it in a way that offers value to the reader. For example, citing articles related to what someone is already reading is a great way to make your site “attractive” as well as offer really valuable and useful content to readers. Likewise, if you choose to include awards and trust marks, make sure they come from the most trusted sources, so that they serve a real purpose.

Also, be careful about the type of pop-ups offered by services such as Bounce Exchange. These offers can be extremely effective, but they can also be disorienting, especially if the settings are displayed when a user visits a page. Give them plenty of time to absorb the content before these newsletter subscriptions or other offers appear. Do not push them too hard!

4. Abandonment rate regarding the length of stay

 

It is important to look at the bounce rate in the broader context of your site. This way, you can more accurately determine if the problem is with a particular page, page type (such as blog or product pages), or the site as a whole. If the stay time metrics on the site are decent, but the blog pages have a high bounce rate, the problem may be in the content. On the other hand, if the dropout rate is high and the stay time is low, you may not give your guests what they want.

As with any measurement, be sure to explore trends with broader data to make sure you do not have to deal with a single page, as your decisions will affect the entire site.

5. Optimize relevance

Aside from technical considerations such as page load times, one of the biggest contributors to high bounce rates is relevancy.

Some sites successfully target certain keywords, only to display content that is actually relevant to the query or something completely irrelevant in the worst case. If the page you are viewing is not directly related to the user query, it will definitely leave. For this reason, it is vital to optimize relevance first of all other issues.

If you decide to go it cheap and risk the low bandwidth you are only fooling yourself. Examine user intent when targeting keywords. Is the visitor looking to learn or buy something? Do you understand what problem they are trying to solve? These are all questions that can help you provide the audience with more useful and relevant content so that they stay on your site.

6. Include a clear call to action

 

You need to think about what the user wants to see when viewing content, think about what specific action you want users to take after they have come in contact with your content or offer. Ask guests to take action, including a clear call to action.

The more CTAs a page contains, the more likely it is to confuse visitors. Sure, it would be great to be able to include enough CTAs on a page and trust visitors to rate each one before taking any action, but let’s face it, this is not very often the case. Your website should make it easy for visitors to find and do what they want, quickly and easily.

Do not overwhelm him with dozens of CTAs. Think about the intent of the user and how your pages can help visitors achieve their goal and then include a clear and relevant call to action that will help them complete their work.

7. Use a logical and useful internal connection structure

Many argue that including dozens of internal links in the content is one way to reduce the dropout rate. While this strategy can work well, as it provides Analytics with this much-needed second click to accurately measure stay time, it can also work the other way around, making your content appear simple. We have all seen sites that link internally to every proposal and not only does this look ugly, it does not help to enrich the user experience, nor does it offer any value.

This principle takes us back to relevance. If you have an extremely useful blog post that describes a particular topic in great depth and that is interesting (and valuable) to your audience, try linking it to other pages.

When choosing internal links and text, focus on relevance and a logical linking strategy. At the same time focus on linking useful articles or pages that are particularly relevant and useful to your visitors.

8. Work the product pages again

 

Creating product pages can be difficult. You offer too much information and you risk angering the visitors. On the other hand, by offering them less, they feel that they do not have enough information to make an informed decision. However, if you spend a little time searching for product pages, you will probably notice several optimization opportunities that could not only reduce dropout rates but also improve conversion rates.

One of the main reasons people do not convert from product pages is because they are not ready to complete a purchase or transaction. Sometimes this is as simple as the buyer’s hesitation or price aversion but sometimes this is because the information they want to know about a product is not provided. This could include details about where something was made, the specifics of the return policy, or other users’ comments.

It is worth remembering that product page bounce rates can be a bit higher than some other page types and that this can vary further depending on the nature of the particular product or service. However, if you find unusually high bounce rates on product pages, consider adding more information. Is the return policy clear to compensate for visitors’ risk aversion? Is it clear how and where the product was made? What do satisfied customers think about your products and are they negative reviews in a prominent place? As always, make sure A / B tested these variables before making any decision.

9. Make your website functional in terms of search

 

Website search functionality is an aspect that seems to remain largely unchanged from the days of Geocities sites. Search is considered a negligible improvement by many websites, which represents a huge missed opportunity to offer your visitors the tools they need to find what they want and reduce dropout rates.

Website search, on the other hand, allows visitors to find what they want, not what you think they want. If you’ve only been searching for a site and found “no pages found” or “no results” and it should have offered dozens of results, you know how frustrating that can be.

Sure, your site’s search functionality will never be as good as Google’s, but that does not mean you should ignore it. The easier it is for users to search and find what they are looking for, the more likely they are to stay.

10. Optimization for mobile users

It’s a little sad that we have to repeat how important this is, but the number of sites that have not yet been optimized for mobile is astounding. With the majority of users visiting the sites mainly from mobile devices, non-optimization becomes catastrophic.

Unfortunately, launching a mobile-friendly website can be a daunting process and beyond your technical capabilities, which means it can also be a (significant) expense. However, it is difficult to underestimate the importance of mobile optimization for any type of website.

It is also vital to remember tip # 1 when optimizing your website no matter how beautiful it may be on an iPhone if it takes more than a minute to load.

11. Make navigation on your website easy

Imagine a typical visitor login to your site. They arrive and after evaluating the content for a second or two – and many times that is literally all the time you have – decide that even though this page is not exactly what they are looking for, it could possibly give them what they want. They then try to locate the page they are looking for, only to find that the navigation is complicated, behind which there are absurd junk menus or image links that do not look like image links or some similar “storm” of navigation.

What do you think they will do next? They will probably leave the wave of light faster!

The navigation on your site should be clear, immediately understandable and offer the user a seamless experience on your site. Visitors should not guess where they are.

 

Examine the current navigation and find the pieces that need simplification. Visitors want an easy path that leads them to the solution of their problems, anything else that is tedious for them.

Leave a Comment

Your email address will not be published. Required fields are marked *