What does lowering your bounce rate mean?

google-analytics-bounce-rate

Stay with me for a minute, we'll break it down in simple terms… 

What is a bounce rate?

The bounce rate is the percentage of visitors to who leave after viewing only one page on your website be it a blog post, landing page or any pages about your business without clicking on a read more link, a prominent 'call to action' or any other internal links on the page which means there is no further engagement.

A visitor decides in 8 seconds or less wether to stay or leave your website

Gartner

By creating quality content and interest which can be consumed in a short span of time, you retain their attention and now have the opportunity to convert your visitor into a lead.

Following are some of the main reasons why visitors leave your website from a landing page without browsing further:

  • Poor website design
  • Poor navigation
  • Not using a responsive layout which becomes hard to read on tablet or mobile devices
  • Content not relevant to your audience
  • Too much text and nothing to engage with
  • Poor formatting
  • Lack of headings and sub-headings
  • Takes forever to download
  • Audio/video content which plays as the page loads
How to lower high bounce rates?

You need to look at the expectations of the visitors coming to your website from social media, direct traffic or search results. Are you living up to their expectations. Review and see if it matches the page you're showing. If not, make sure the page is a logical follow-up of the ad or vice versa.

Following are some actions to consider in lowering your bounce rate:

  1. Update outdated content – There is nothing worse than landing on a blog article or a page you think will solve all your problems only to see it's from 2009.
  2. Implement a responsive design – Not only is your website's user experience on desktop important, but mobile and tablets are more important than ever.
  3. Don't use pop-ups – In general, pop-ups are awful for the user experience and should be avoided at all costs.
  4. Reduce broken links – Lots of broken links will cause a poor user experience. Identify all of the broken links on your website and fix as many as possible.
  5. Make all external links –to other websites– open in a new window – For blogs, it's likely that a large portion of your bounces are coming from visitors clicking on external links in your posts.
  6. Add more internal links – Internal links keep visitors navigating around your website. Use them to reduce your bounce rate, and help users find what they're looking for without searching.
  7. Quality content, easy to read and comprehend – Our attention spans are getting shorter and shorter, which is why it's important to write concisely and in short sentences.
  8. Correct use of keywords – A big part of your inbound marketing strategy should rely on developing a content and keyword strategy. This is how you tell your visitors and search engines what is on your website and urge them to click through.
Conclusion

So a bounce rate is a metric you can use to analyze your digital marketing strategy. You can use it to measure if you're living up to your visitors' expectations. You can use the bounce rate to decide which pages are meeting their expectations and making your pages more inviting.

Above all, we all know that awesome websites rank better!

The Vision Board
Content Marketing
Abracadabra. Yup, we said it!
 

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