Does your website have too much bounce? If it does, your business could be as unpredictable as Andy Murrays mood. While a bit of bounce is good if your playing the Wimbledon tennis tournament, it’s not so great for your website. We want your spectators to stay for the full match, not disappearing at the end of a set.
Before we get started though, what exactly is a bounce rate? Well, it’s the percentage of people who view arrive on your website but then leave without carrying out any other actions. For instance, somebody arrives on our home page then leaves without clicking through to another page.
1. Serve up an amazing blog.
If you don’t have a blog for your business website yet, why not? There is a reason you keep hearing the phrase “content is king”. Blogs are imperative to any online business venture. Not only is a blog a great way to stay current, it also provides your audience with a lot of useful content to look at. If your blog copy is well-written and interesting, readers will feel less tempted to bounce and spend more time on your page. To enhance the reader experience even more, sign off each blog post with some suggested reading. For instance, on the bottom of this post there is a “you might also like” section, where you can view and click on other related blog posts. By encouraging readers to stay and look through your other content you can lower your bounce rate drastically.
2. Drive hard-hitting CTA’s.
Second to content, CTA’s (call-to-actions) are the queens of conquering the bounce rate. Creating a compelling CTA is known to increase engagement and click-through rates by enticing users to click them. For example, if you wanted landed on an e-commerce page selling t-shirts the CTA would be the large, eye-catching button that says “buy now” or something similar. However creating a successful CTA isn’t as simple as building a button with some text on. It has to relate to your industry, market and audience. Think about what sort of language your audience would use and combine that with some persuasive and encouraging phrasing.
3. Practice internal linking.
You can see an underlying theme to stop your bounce rate now, right? The key is to give your visitors options. When they start to get bored on one of your pages, give them a link to another one they may like. The important thing here is to get the balance right. Don’t overload your readers with long lists of meaningless links. Make sure that all of your links are placed strategically and not just there for the sake of internal linking. Internal linking, as well as lowering your bounce rate can also have a huge impact on your SEO efforts.
4. Make it easy.
There is nothing worst than opening up a landing page and having no idea how to navigate through the website. This frustrates users and makes them also 100% likely to bounce. Ouch! That hurt your metrics. To avoid this, make sure your site has a simple navigation and that you keep your copy to a minimum. Good web design is also economic. Think like your ideal audience member. What do they want to see? Clean your website of clutter too; clutter overwhelms users. Did you know that if you present the typical web user with more options than they need they are ten times less likely to convert than those who are presented with just the right amount of options? Less is more.
5. Aim for relevance.
We made a mistake. There is something worst than a landing page that’s hard to navigate. It’s a landing page that has no relevance to the link I just clicked on to get there. Example time; you click on a link that says “large outdoor heaters” that takes you to a landing page where there are no outdoor heaters in sight. Instead you are welcomed by a landing page selling fire wood. What do you do? You click the back button and add to the pages quickly escalating bounce rate. So how do you prevent this? Make sure that all of your internal links are pointing to the right relevant page. Additionally, edit all of your meta titles and descriptions so that they are closely related to corresponding your page as possible.