You may be asking ‘what are bounce rates’ and ‘are they a problem for me’? Well, the bounce rate is the proportion of web visitors who only view a single page on the website and leave the site without visiting any other pages. There is no benchmark for a ‘good’ bounce rate, as it will differ by industry and by the purpose of your webpage, e.g. if the user finds the info they want on the first page and calls your contact centre, this is a bounce but a positive one!
However, not all bounces are positive – more often than not, it is a result of the user getting lost / confused / irritated by a page before they exit. Now think how much you are spending on SEO, PPC, Social Media, Email Marketing and all other referrals… a proportion of these visitors (and money!) are bouncing, so get efficient and minimise your bounce rate! Here are my 5 tips to lower your bounce rate:
Where are users looking? Although you can spend a lot of money on eye-tracking software, but if your budgets are tight, then you can look at where users click via Google Analytics – just go to Content => In-Page Analytics. This should help deliver insight as to the best location for your key links.
New windows for links to other websites: A really simple one. If you put links to other websites on your website, the user will bounce if you don’t set up the link to open in a new window / tab. So many big websites fall into this trap, don’t be one of them…
Specific landing pages: Time spent in the user’s shoes is time well spent. If you are receiving a referral from YouTube, it makes sense to put video content on that landing page. Simple thinking like this will deliver more engaged users to your site who are less likely to bounce.
Snappy copy: This is general website best practice, but a long and wordy page which the user is not expecting will turn them off – they can’t be bothered to read your work regardless of how beautifully worded it is!
Minimise distractions: A lot of websites get in the way of their users by providing too many distractions. The website which minimises distractions best is Google: very simple interface, minimal links and it lets the user get on with their objective. Don’t offer too many options to the user, they might just click on them!
I have just scratched the surface here, but leave a comment and let me know your top bounce rate tip!