6 Proven Ways to Improve Your Bounce Rate
A high bounce rate is the ultimate conversion slayer. Keep this metric low to boost SEO, increase conversions, and enhance your overall user experience.
When it comes to SEO, the best practice is to try to increase most metrics. Higher organic search traffic, keyword rankings, conversion opportunities, and lead acquisitions all indicate that your search engine strategy is working. The one metric that you want to keep low, however, is bounce rate.
Not only is high bounce rate a notorious conversion killer, but it will also put you on the fast track to the depths of search engine results pages (SERPs). Since at least 75 percent of all clicks stay on the first page of Google’s search results, that can cause your organic search traffic to plummet.
If your bounce rate begins to rise, it’s time to rethink your digital marketing strategy and the design of your site.
Let’s explore what bounce rate is, along with how to decrease it, or better yet, keep it low.
What is bounce rate?
Your bounce rate is essentially the percentage of visitors who land on your site but quickly decide to leave before exploring any further. A high bounce rate shows that your website is not in line with most of your visitors’ search inquiries.
A bounce from your site can look like a visitor landing and quickly doing any of these things:
- Clicking on a link to a different website.
- Hitting the back button to exit your website.
- Closing the window or tab.
- Typing a new URL into the browser.
Bounce rates can vary across industries. Generally speaking, between 30 and 50 percent is excellent, 50 to 70 percent is average, and anything above 80 percent is considered very bad.
You can use Google Analytics to help identify pages with the highest bounce rates. Identifying the problem areas on those pages can quickly help alleviate the issues and lower your bounce rate.
Here are a few tips to help further reduce your bounce rate:
Focus on page load time
Users have very little patience when it comes to website load times. When someone has to wait 3 seconds or more for your page to load, it dampens the user experience and that visitor will most likely bounce out before your content appears.
Users are even more sensitive about load time on mobile devices, so make sure your website has a responsive design that loads quickly on mobile as well.
Make navigation easy
Your website’s navigation should be intuitive for the user. Any visitors who cannot quickly find what they’re looking for are likely to bounce. Optimizing your internal link strategy to simplify navigation will usually reduce the bounce rate and boost your SEO ranking.
Simplify your content layout
Landing on a page with huge blocks of copy is enough to make anyone feel overwhelmed. Take these steps to keep that from happening and help the more important information stand out:
- Place your content in short, concise paragraphs that allow for skimming.
- Include bullet points and numbered lists.
- Add high-quality images and videos to create a more visually appealing and digestible page.
Create content that is relevant to your audience
The fastest way to annoy someone is to trick them with smoke and mirrors. Attracting visitors with SEO tactics that don’t lead to relevant information for that search will almost always increase your bounce rate. To avoid this, identify your target audience for that keyword and make sure the landing page has useful content tailored to their needs.
Targeting the right visitors and providing relevant information for them will help ensure they find what they’re looking for and stick around.
Keep pop-ups and invasive advertisements to a minimum
While chatbots and advertisements are usually helpful tools, they can be invasive when overdone and derail a user’s experience on your site. Keep pop-ups to a minimum and sequester static advertisements to the sides of your web pages to avoid a visual circus.
Showcase your credibility
Consumers are getting more and more discerning every day. They carefully examine, compare, and contrast offers before making final decisions. Once they’ve sized you up and assessed your product or service, they look for evidence to support your credibility. Make that process easy for them.
Showcase your glowing reviews, endorsements, awards, affiliations, and quality scores in an easily accessible and prominent location. This will not only help keep people on your site but also provide the final nudge they may need to make that purchase.
Nobody wants to see valuable website visitors leave without checking out the content. Implementing these tips will help you reduce bounce rates, increase conversions, improve user experience, and boost engagement.