4 Ways to decrease bounce rate that every marketer should know

  • July 19, 2016
  • SEO
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Your website is up and running and your product is ready for the world to see, and possibly purchase. After weeks of intelligent marketing efforts, visitors are finally trickling in to check out what you have to offer.

You are happy at the results you are producing, but soon enough you notice another trend that leaves you wondering. Analytics reveal that almost 60% of the people visiting your page never click anything.

They come and then they leave for no apparent reason, never to return. This is very disappointing after all the man-hours that went down into developing your website. But, the question is; why is this happening in the first place? More importantly, what can you do to change this?

This article addresses the reasons, which may be causing high bounce rate for your website.

Before we understand what’s causing this, let’s see what bounce rate is:

Bounce rate is a metric that shows the percentage of visitors who land on one of your pages – either the homepage or any other – and then leave without clicking anything. Visitors either don’t find what they’re looking for, or don’t find the website user-friendly.

Here’s what you should do:

Increase site speed

Loading time literally impacts your bottom line. Most of the time, website owners focus more on the nifty aesthetic details, all the whistles and bells and the plethora of messages that they want visitors to see, letting user experience and speed lay on the backburner.

According to surveys done by Akamai and Gomez.com, nearly half of the web users expect a website to load in 2 seconds or less. In fact, 79% of people who have trouble with a website won’t return to it, and 44% of them would tell a friend about their bad experience. Site speed isn’t just important for decreasing your bounce rate, it is now also essential for your website’s Google rankings.

Google conducted an interesting experiment with regard to load times. The search engine asked its users whether they would like to see 10 or 30 results per page. Most users wanted 30, so Google did so, but the team was shocked to notice what happened afterwards.

Pages that displayed 30 results each had traffic drop to them by an astounding 20%.  Google then tested the time difference between load times of pages that had 10 results and those that had 30, and found out that the latter had only a half a second difference.

A few years ago the Washington Post’s website was in such a rough shape, it was losing much of its profits to competitors. Desktop users had to wait an astonishing 8 seconds or more for a full page to load. After Jeff Bezos acquired the Post in 2013, the company made concerted efforts to change its current situation and page load times decreased to 1.7 seconds – an 85% improvement from how they used to be.

Speed combined with a new strategy to widen readership led to a unique visitor count for the Washington Post, surpassing that of the New York Times (in October 2015) for the first time in history.

This, my friends, is how important page speed is for lowering bounce rates.

For a quick result, here’s what you can do to decrease page load time:

Use GZIP compression: Find out if your web host already uses GZIP compression and deflation. These two simple methods can increase your site speed by a lot, by reducing file size by 70% without decreasing the quality of the images, video or the site at all. You can run a test here to see if your site is already GZIPPED.

Redo your Javascripts and Stylesheets: It is also important to have your Javascripts and CSS load into external files. This way the browser will only load the file once, instead of every time someone visits your site. This alone will have a remarkable impact on site speed. It is best to put your CSS in a portion of your website, and your external Javascript as close to the tag as possible.

Optimize your images: When using Photoshop or Fireworks, use the ‘Save for Web’ option to drastically reduce image size without compromising the quality.

Don’t confuse the browser with redirects: As you must already know, a 301 redirect is the preferred way to alter the structure of your site without losing that valuable search engine juice. But, remember that too many 301 redirects just confuse the browser and slow it down as it tries to reach the new destination.

 

Have a clear call to action button

A study conducted by smallbiztrends found that almost 70% of small business B2B websites lack any clear call-to-action button, which plays a significant role in the high bounce rate of the website.

The call-to-action button or CTA, as it is also known, has to be clear and compelling so that visitors are curious enough to click and see what’s on the other side. Thing is, just like you should consider what content to use when serving your customers, you need to also think of the action you’d like your users to take once they have consumed the content you offered.

Please remember that when it comes to CTA, every minute detail matters, including the font on the button. More importantly, the button leads visitors to a unique resource page thereby declining bounce rates.

Social Sprout, a social media management business, is a great example of this. The business understands very well that giving potential customers a free trial period and then educating and nurturing them along the way is the best method to win and retain them for good.

As you can see from the photo below, their call-to-action button is the single most obvious thing on their page.

sprout social

Insightful blog and resource center

Creating content that is as insightful as it is meaningful has become increasingly important due to the simple fact that so many brands are doing it. According to an estimate, some 27 million pieces of content are being shared with the world every day.

This is why it has become all the more important for brands to cut through all the ‘noise’. Companies that can genuinely connect with their customers have a strategic advantage over those who don’t.

First and foremost, the purpose of an insightful blog or a resource center is for potential customers to stay engaged with a brand, learn about the product and the industry, and eventually convert.

Not to mention that great content also helps builds trust.

braintest

This is what Braintest.com is currently doing. It is building a community around its brand by giving valuable insights into mental ailments and how to steer clear from them to patients and their loved ones.

 

Make your website mobile optimized

If you don’t already know by now, mobile marketing is the future of business. 4 out of 5 consumers use their smart phones to shop. Intelligent marketers, are quick to recognize this trend and are optimizing their websites to cater to this growing segment.

Imagine what would happen if you were continuously missing out on your mobile users? If your website was too slow, its fonts too small, or its design too obscure for mobile users to understand and enjoy?

Did you know that mobile users who find your business online have a conversion rate almost three times that of the same search done on desktop? In fact, mobile searches are so effective that 70% of them lead to action on websites within one hour!

Bounce rates will automatically decrease to a huge extent when you start focusing on this category of your potential customers.

 

By following the above steps with consistency, you will get superior results, your bounce rate will decrease, a bigger number of your customers will convert, and you will reap the rewards in profits.

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