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If You Are Worried About Your Bounce Rate - Some Ways to Bring it Down
So, what is a bounce rate? The bounce rate is where a person lands on your webpage and immediately goes again. Think of it like a ball. You drop it, it bounces and you catch it. Basically, Visitor A comes to your webpage, looks, is not interested and leaves, either via closing the browser or moving onto another site. If Visitor A lands on you web page and goes to other pages on your website, this is not a bounce and therefore means, in theory anyway, that your website has something interesting enough to make that user stay or the landing page did its job and has enticed the user further. If your bounce rate is high, 30% or more, you really need to look at the reason why the rate is so high. If you put this figure into some meaning, for every 100 people that visit your site, 30 of them will go no further than the page they landed on, meaning that unless you are taking them through to a contact form and they contact you, the website is simply not holding the user for long enough, which is of course a problem for you. So, the big question, how can you bring that bounce rate down? Look At Your Design The first thing to do is make sure your web design looks and feels nice, is easy on the eye and is clean. You wouldn't stay inside a shop that was bright pink with yellow flashing lights if you had any sense, and therefore your site visitors are not going to stay on your website if it looks horrible and feels cheap and nasty, so make sure the design is first class. Is The Navigation OK? You also need to make sure your navigation is easy to use, easy to understand and has been well thought out. If a user lands on the page and is then confused or worried about where to go next, they will simply close the browser or go back to Google and find another site that can satisfy their needs. Has The User Landed On The Right Page? With a good website and SEO, you can drive users to certain parts of the site in relation to their search. Say you were selling televisions. The user searches for an LCD Sony TV, they will expect to land on the page selling this type of TV, rather than landing on the home page and then having to track down what they want. With time so precious and so many sites on the internet, the user wants to get as close to the product or service they are looking for straight away, so try to get this just right. It takes time, but is worth it. Is The Content Good Enough? Website users want to see good content. By this we mean that the content has to be relevant, well written, grammatically correct and offer some appeal in relation to why the visitor is there. If your visitor is looking for information on black shoes and you have written an article about chairs, they are not really going to stay around for long as the content has not met their requirements. This is also the case if your content is hard to read or full of spelling errors, as they will then judge the rest of the site upon the page they landed, and are therefore unlikely to go further and explore your website. Any Technical Problems? And finally, make sure that the page they land on doesn't have any technical issues or problems. If you notice the bounce rate is high on one particular page, have a good, close look at that page and work out if maybe it is not displaying correctly or has some coding issues, as it might be stopping the user from going further into the website. We encourage all of our clients to either focus themselves or let us focus on bringing the bounce rate down. The lower the bounce rate the more people are travelling through your site, and just like a supermarket, the longer you can keep the visitor looking through your products or services, the more chance you have to sell other items that might also be applicable with regards to the reason they visited in the first place.
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More articles on website traffic Web Site Evaluation - 16 Point Checklist How to Make Your Website Sticky |
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