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You might be able to attract relevant traffic from organic Google search, but what are those people doing on your site once they arrive?
Are they registering as leads? Completing business transactions? Interacting with your content? Or are they simply bouncing out?
A website that ranks high doesn't always mean it has excellent underlying performance data. For example, it may have low conversion and engagement rates despite high dwell time. This can mean it isn’t captivating its visitors enough to get them to buy its products.
Among website performance metrics, bounce rate is among the most critical. It can define your site’s success or failure. If you don’t keep your bounce rate under a tight rein, you can experience massive losses and say goodbye to tangible wins. Google also notices your bounce rates, so if you aren’t managing to keep people clicking around, your search rankings could drop over time.
Here are some tips to help you control your bounce rate and keep it as low as possible.
Take a look at your bounce rate (using analytics tools) to determine your next steps. Then, assess whether you can consider the numbers low or not with this metric guide:
Additionally, cross-reference your bounce rate with the visitors’ session duration on your website. Doing this lets you determine whether the issue lies with a specific webpage, type of page, or your website in general.
For instance, your content is likely problematic if you have decent time-on-site metrics, but your blog section has a high bounce rate. Generally, you're probably not giving what your visitors want if you have a high bounce rate in addition to low time on site.
Heatmaps are visualization tools to discover what visitors do when they arrive on your website and where the most engagement happens. If you see most visitors clicking on specific spots, you can consider placing your CTA buttons there.
Alternatively, you might notice that people didn’t click or hover on areas where your CTA buttons are. If so, you can change the design, place a less significant element in that spot, etc. Overall, these indicators can show you what modifications are necessary to reduce the page’s bounce rate.
Once you’ve identified the website zones and elements to enhance, you can run A/B testing (also called split testing). To perform an A/B test, create a duplicate of your redesigned page and make one or a few tweaks. You will then present one version to half of your audience, and the other variation to the second half.
You can then measure and analyze the consumers’ engagement and your page’s bounce rate over a specific period.
Once you determine which version or element works better, keep it and publish a crowd-pleasing, high-performing webpage.
(Additional tip: If you wish to bring back the visitors you lost because of the old webpage, you can use retargeting tools. Leverage, in particular, those with artificial intelligence features to simplify your campaign. This strategy is among the marketing automation best practices that generate revenues and conversions.)
User experience (UX) is among the biggest factors that can increase or lower your bounce rate. When visitors don’t enjoy their browsing session and can’t find what they’re looking for, they will leave immediately.
Google statistics show that the likelihood of bounce increases by 32% as your webpage’s loading time goes from one to three seconds. So keep your loading time to three seconds at most to prevent visitors from getting impatient and abandoning your site. Do that by optimizing your visual content, using a content delivery network (CDN), lowering your volume of HTTP requests, and so on.
Make sure you also design clean-looking, visually appealing web pages. Doing that gives visitors a pleasant reading and browsing experience and helps them concentrate better on your content.
To make the page easy on visitors’ eyes, you must:
Besides the technical considerations and techniques, content relevance is another crucial factor to higher (or lower) bounce rates.
For example, using relevant keywords and internal links naturally can be highly beneficial for content optimization and for pointing online searchers to helpful resources.
When users find their entered keywords in SERPs, they will believe that the displayed content matches their query. This leads them to click on a result and browse the page. Unfortunately, some websites target keywords only to draw people to their page, not to serve helpful resources. When consumers discover that their content is downright irrelevant to their search, they will feel disappointed and click away, adding to bounce rates.
If you decide to target specific keywords, make sure you craft content that directly relates to them. Consider the users’ intent, stage in the funnel, and problems they seek solutions to when planning your content and keywords.
That way, when your page ranks high and people click on it, they will stay considerably longer on your site.
Implement these suggestions to lower your bounce rate (or maintain them if they’re excellent enough). When examining your webpages and planning the improvements, remember to be customer-centric and genuinely serve consumers’ needs. Focus also on providing memorable user experiences. These are among the ultimate factors that can determine how high or low your bounce rate will go.
Mihir Gadhvi is the co-founder of illustrake and HAYD. Illustrake is a D2C Enabler and offers Performance Marketing, Retention Marketing, and Content Creation Services. HAYD is a brand New, homegrown fashion line that aims to make clothing easy for us without taxing our planet. Although the concept is quite known now, HAYD wants to accomplish sustainability by reducing its impact on the environment with safe and fair manufacturing.
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