If you’re just not seeing the website stats you’re hoping for, your bounce rate could give you a clue as to why that might be.
There are a couple of things that a website owner never wants to see when they login to their analytics dashboard and a high bounce rate is one of them.
When visitors are only spending a few seconds on your website, it starts to directly impact your conversion rates as well as your turnover. And what once seemed like a seemingly small stat in the bigger scheme of things now has a lot more power.
Obviously the lower your bounce rate the better, but what one business deems a favorable bounce rate can be quite different from the opinions of another.
According to stats from several analytics platforms, the average bounce rate for any website is just over 40% but this all varies based on the type of website you’re referring to. Here are a few benchmarks based on different types of sites:
Overall, how good or bad your bounce rate is will depend on whether or not you feel you aren’t meeting your business goals.
If your bounce rate is way above the 40% mark, there are a few proven tactics that are easy to implement and could help lower this number.
There is nothing more frustrating than wanting to interact with a site but finding it takes forever to load. When last did you test the speed of your website across both mobile and desktop? Something as simple as optimizing your page load times could make a massive difference to your bounce rate, particularly on mobile as this is where the majority of search traffic stems from. Fortunately, there are a number of free tools that make it easy to test site speed and will even provide you with suggestions on how to improve load times.
2. Optimize for Relevance
You’ve done the necessary keyword research and have optimized your website copy accordingly but if users find that your copy is not relevant to them, it’s gradually going increase your bounce rate. Take user intent into account during your keyword research process to ensure that you’re only optimizing for keywords that your copy can deliver on. Ask questions about a visitor’s motives, the problem they’re trying to solve and what stage of the sales funnel they’re into source the right keywords and create the most relevant copy.
3. Include Clear Calls to Action
When a user lands on your website, you only have a few seconds to convince them to stay. Not only should your landing pages immediately highlight the necessary benefits and what you can do for a potential customer but the visitor should know exactly what steps to take next, which is where clear and eye-catching calls to action really make a difference.
4. Take Time on Site Into Account
Looking at your bounce rate in isolation can lead you to make the wrong assumptions about your site. Time on site is another metric that can be very useful in ascertaining why your bounce rate is higher than it should be. For example, if visitors are generally spending a decent amount of time on your website but your blogs have high bounce rates, it indicates there might be an issue with your content. However, if your time on site is low and your bounce rate is high, it could indicate that your site is not delivering on user intent as a whole.
5. Add Some Social Proof
Consumers value the opinions of others, particularly when they’re trying to make a buying decision. Including some form of social proof on your site will instantly give your brand more credibility and bring visitors one step closer to making the decision to convert. Social proof can include customer reviews, certifications or even big-name endorsements.
6. Adopt an Internal Linking Strategy
If you are able to genuinely offer your visitors additional value in the form of useful or interesting content, develop an internal linking strategy that will entice them to spend more time on your site. If you know that specific blog topics tend to draw a good amount of visitors, keep those visitors on your site by linking to another blog post they would find interesting. It also pays to blog on a consistent basis – online users love variety.
7. Optimize Your Product Pages
Product pages are an art – visitors need to be met with just the right amount of information on a product in order to want to make a purchase. Find ways to strike a good balance between providing customers with the most important details on a product without overwhelming them with information. Ask yourself what a customer would want to know about a product before they would be ready to buy it and whether you are offering too much additional information that isn’t really necessary.
8. Test Your Site’s Search Functionality
Your site’s search function may seem like a very small part of your site but many website owners overlook the fact that it’s an important tool for website visitors, particularly those who haven’t been to your site before. Taking every opportunity to ensure that visitors can find the information they’re looking for can go a long way in reducing your bounce rate.
There are a number of different ways that you can reduce your bounce rate and it all starts with understanding your visitors’ intent.