Do you have a high bounce rate on your website? If this is the case, you are not alone. Numerous digital marketers have had this very issue! However, the issue is normally an easy fix. Bounce rates over 50% indicate that visitors aren’t getting what they’re searching for on your website. So, there are certain things to be aware of and to take into consideration if you are seeing high bounce rates. Here is everything you need to know about the issue.
What is Bounce Rate, and how does it affect you?
When looking at the statistics from your website, you may see that the bounce rate is very high. A bounce rate is the number of visitors that arrive on your website and then quickly leave it without visiting another page.
Depending on what your site intention is, a high bounce rate is not desirably. For affiliate sites, where the intention is to have traffic navigate elsewhere, a high bounce rate is desirable. However, for the most part, we want to keep the bounce rate to a low number.
We have an issue when they land, bounce, and don’t convert. Essentially, when they don’t interact with any aspect of the site. This is where we need to concentrate our efforts. It is your responsibility to determine why individuals are bouncing in such large numbers. However, Google Analytics can help you to determine the issue.
Bounce rate according to Google Analytics
Google Analytics (GA) does more than simply provide information about your site’s bounce rate. GA also offers you a variety of analytics, such as:
- How many people have visited your website thus far?
- The average number of pages seen per visit
- Time spent on the site
Taking these measurements into consideration is critical to understanding your site. If the metrics are good, for example, it shows that people spend a long time on your site, thus, you can assume that your site offers all the info they need. Google will also believe this and promote you as a reliable service/source. Hence, you will get a higher ranking.
So, when the bounce rate is high, what is the issue?
Reasons for high bounce rates
1. Inappropriate Content
The majority of people who visit websites do so to learn more about a specific topic. If your material does not meet their requirements, they will leave. They’ll almost certainly go to a rival site as well, which is not a good outcome!
Instead, make sure that you completely comprehend your target audience. Offer what they want quickly and effectively.
Begin to develop compelling content that speaks directly to your visitors and their specific goals. You should create content that successfully answers your visitors’ queries and alleviates their worries, thus assisting them on their journey toward conversion.
If your website is filled with uninteresting, inaccurate, cluttered, or irrelevant information, your visitors will leave, and your conversions will decrease as a result of the poor content.
2. Unsatisfactory User Experience
Visitors to your website will decide whether or not they want to remain within a few seconds of arriving. People will bounce if the colours aren’t appealing, the layout isn’t organised, as well as any awkward navigation and features.
When it comes to user experience or UX, it’s critical to keep things as simple as possible. In other words, a straightforward yet aesthetically appealing layout and style is a must! Navigation menus that are fast and simple to use and information that is sufficient enough to encourage visitors to convert is all that is required.
If your website rambles, has an excessive number of irrelevant pictures or contains other content components that provide more confusion than value, your bounce rate is likely to increase.
If visitors aren’t clear about what you want them to do next, they will not interact with the site and they will probably leave. Instead, go for a streamlined user experience that keeps your visitors pleased, informed, and continuously converting to new customers.
3. A technical error has occurred.
These mistakes may persist on your website without you becoming aware of them.
Therefore, if you observe that your website has a high bounce rate, go through the page as if you were a regular visitor and make an effort to look at the page with new eyes:
- Is the design simple and easy to read?
- Is the material succinct enough to persuade the reader to convert?
- Are there any mistakes that make you want to get out of here right away?
If there are any mistakes of any sort, they must be corrected as soon as they are discovered, and then can you expect to see a decrease in the page’s bounce rate.
4. There are speed issues.
Your website must load in less than two seconds. Anything that takes more than a few seconds is considered excessively sluggish on the Web. It is also important that the landing pages load much faster.
Make use of a platform such as GTMetrics, which can provide you with a report on the site speed. If your website is taking too long to load, the platform will provide you with suggestions on how to speed it up. Google’s Search Console may also provide you with site performance data and recommendations for making your site as fast as possible.
Even a one-second increase in the speed of your website may result in more visitors and conversions. And the truth is that a faster-loading website may be exactly what you’re looking for to reduce the overall site bounce rate.
5. Another website has provided a broken link.
The possibility exists that you are doing everything right on your end to get a normal bounce rate from search engine results, but you are still seeing high bounce rates from referral traffic. It’s possible that the referring website is giving you unqualified visitors or that the anchor text, as well as context for the hyperlink, are misleading or deceptive. This may occur as a consequence of poor copywriting on occasion.
The writer or publisher either included a link to your website in the incorrect section of the text or did not intend to include a link to your website at all. Contact the article’s author first, and then the editors or webmaster if the author is unable to amend the article after it has been published. Inform them that they should delete the link to your site – or that they should change the context, whichever is more appropriate.
6. The Page Doesn’t Work on Mobile Devices
While we all understand the importance of having a site that is mobile-friendly, it is often overlooked as we assume the site will load the same on a phone. In addition to not looking nice on mobile devices, websites that are not optimised for phones will load slower, and that means they will generate more bounces!
Even though your website was built with adaptable design concepts in mind, it is conceivable that the live page is not compatible. Occasionally, when a website is compressed to fit into a mobile device, some of the most important content is forced to appear below the fold. Rather than seeing a headline that corresponds to what they searched for, mobile visitors are now simply presented with your site’s navigation menu.
Assuming that the website does not provide what they need, they will return to Google and try a different site. Try viewing a website on your mobile phone instead of your desktop computer if you notice a high bounce rate.
7. Affiliate Landing Page or Single-Page Site
Sometimes the whole purpose of your page is to intentionally divert visitors away from your site and onto the merchant’s website if you are an affiliate. If the website has a greater bounce rate in these circumstances, your site is performing nicely.
It’s the same whether you’re running an ebook landing page or a basic portfolio site that’s just one page. As a result of the lack of alternative destinations, it is typical for sites like these to have an extremely high bounce rate.
8. The depth of the content
If Google can provide consumers with fast answers via highlighted snippets and knowledge panels, you can provide them with rich, engaging, and linked information that goes a step farther than Google can.
Make certain that your content encourages them to continue reading.
Provide them with intriguing and useful internal connections and offer them a cause to stick around for longer. TL;DR summary at the top of the page is also appropriate for the audience that needs a fast response.
9. Asking for Too Much
Never ask anyone for their credit card information, social security number, or children’s names straight away – your user hasn’t built up enough confidence in you enough to do so.
People are prepared to be sceptical, given a large number of available scam websites.
A large pop-up window requesting information will lead visitors to abandon the website instantly. The goal of a webmaster or content producer is to establish trust with the user, which will improve customer happiness while simultaneously decreasing your bounce rate.
Google is a fan of anything that makes people happy.
5 Proven Strategies for Lowering Your Bounce Rate
Regardless of the cause for your high bounce rate, here’s a list of best practices you may do to reduce it:
1. Have high-quality Content
When people search for your website on Google, your title tag, as well as meta descriptions, essentially serve as a virtual billboard for your business.
Whatever you’re promoting on the search engine results pages (SERPs), your content must match. Never refer to your website as an “ultimate guide” if it’s only a brief article with three suggestions. If your customer reviews indicate that your vacuum is only getting a 3-star rating, don’t claim to be the “best.”
Additionally, ensure that your content is readable:
- Make use of a lot of white space to break up your content.
- Include any necessary supporting pictures.
- Make use of succinct phrases.
- Spellcheck is your friend.
- Make use of simple, effective design.
- Don’t overburden your audience with advertisements.
2. Keep the most important information above the fold.
Occasionally your content matches exactly what you promote in your title tag as well as the meta description, but visitors aren’t aware of this since they aren’t looking closely. Individuals who visit websites create an instant first impression of the site they are seeing.
You want that initial impression to confirm whatever they expected to see when they visit your website. A prominent H1 tag must correspond to the title that they saw on Google.
If you’re selling anything on an eCommerce site, the picture should also match the description. Make certain that the information the user is looking for is available on the page when it first loads.
3. Make Your Site Load More Quickly
When it comes to search engine optimization, quicker is always preferable. Achieving and maintaining high-speed site performance is a job that should be at the forefront of your SEO to-do list.
There will always be new techniques for compressing, optimizing, and generally speeding up the loading process.
Before uploading any pictures to your website, compress them all and only utilize the largest display size that is required.
Examine and delete any external or resource-intensive scripts, stylesheets, and plugins from your site. If there are any that you don’t need, delete them. Check to see if there’s a quicker way to get the ones you need.
4. Reduce the number of non-essential elements.
Avoid bombarding your visitors with pop-up advertisements, in-line promotions, and other irrelevant material.
Visitors who are overwhelmed visually are more likely to abandon their shopping cart. Everything else should be relegated to your sidebar or bottom of your website.
5. Make it easier for people to go where they want to go more quickly.
Do you want to encourage visitors to spend more time on your website? Make things simple for them. Make use of on-site search features like predictive search, use filters, and an improved “no results found” page to increase conversions.
Redesign your navigation menu and conduct an A/B test to determine the effect of complicated vs. basic drop-down menus on your bounce rate.
Include a Table of Contents in your long-form publications, complete with anchor links that take readers directly to the part they’re interested in reading.
Step by Step to lowering high bounce rates
When determining the bounce rate of your website, it is important to be methodical with your procedures so that you do not leave anything untouched. If your bounce rates are hurting and you want to reduce them as much as possible, follow these seven measures.
1. Start with a page that has the highest bounce rate possible.
If your site’s total bounce rate is high, there is probably at least one page that is seeing the greatest amount of traffic. Locate and isolate the relevant page. Then go through the website as if you were a regular visitor, taking copious notes along the way.
Take a look at the page’s other stats as well. What is the average amount of time individuals are spending on it? Is it possible that they are accomplishing their objectives considering the high bounce rate?
Examine the layout, navigation, and content of the page after that. Assess the page’s overall quality and whether or not the objectives you set for yourself as a visitor have been fulfilled.
2. Install a recording tool to see how people navigate their way via a website.
To observe exactly how users are moving around your website, you need to use website recording software. The locations of their cursors and clicks, as well as the paths they are taking as they approach closer to the conversion or away from it, can all be seen.
Website recordings may assist you in identifying areas where you can make changes. This is excellent for any sites that have an abnormally high bounce rate (such as product pages).
You should revisit the page with the greatest bounce rate after installing the recording tool and observe how visitors are behaving just before they leave the page.
3. Create a heatmap to get a better understanding of user behaviour.
In addition to heatmaps, which are visual representations of what users are doing when they arrive on your website, clickstreams are another useful visualization tool.
With the use of heat indicators, you can identify where the greatest interaction is taking place. The top right corner of your website may be a good place to put a call-to-action button if you observe that the bulk of users are clicking there.
With this tool, you can observe where visitors are interacting and where they aren’t when they visit the page with the greatest bounce rate. Bounce rates may be tracked over time, which can provide valuable information for making changes to the problematic pages and, ultimately, lowering the overall bounce rate.
4. Analyse the data and choose the elements to be tested in an A/B test.
After you’ve discovered areas where people seem to be perplexed or components that people appear to be attracted to, you’ll like to experiment with some changes on the web pages with the greatest bounce rates to see if rearranging, adding, or removing content will improve the situation.
Your efforts to enhance your highest bounce rate page will be guided by recordings as well as heat maps, which will allow you to possibly experiment with different headlines; pictures; content; CTAs; and other conversion-enhancing components.
An A/B test is a technique in which you clone an existing website and make a modification to one aspect of the page, including the headline. To decide which headline is much more appealing to an audience, you may display them on the same webpage with two different titles to the same audience. It is very beneficial to do A/B testing to reduce the bounce rate throughout your whole website.
5. Begin doing A/B testing.
A/B testing is supported by a large number of technologies that offer website recording and heatmaps. You may use these tools to test components on your website on a real-time basis as they are being developed. You may also participate in multivariate testing, which is the process of evaluating several components at the same time to determine which ones perform better than others.
It is possible to discover the optimal mix of components that will reduce the bounce rate and increase conversions using this kind of testing method. If your bounce rates are high, A/B testing may be able to assist you in reducing them.
6. Put the Optimization into Action
Following each A/B testing trial, you will also want to apply the optimization that was the most successful in each test and afterward evaluate visitor engagement levels. An excellent method to accomplish this is to compare before and after pictures of how visitor behavior has changed.
Allow enough time for each exam and evaluation to produce the appropriate results. Otherwise, you’ll find yourself making hasty and impulsive choices that, if you’re not cautious, may help to raise your bounce rates.
The idea is to proceed cautiously and methodically while optimizing. For visitors, this isn’t startling, and it enables appropriate bounce rate optimization, which may increase the value of your site over time.
7. Repeat the Cycle
However, even though your bounce rates start to decline, your work is not over. Probably, there will always be room for improvement in every situation. Not just that, but your website may need to be modified from time to time to catch pace with the constantly changing requirements of your target audience.
To summarize, always make time for bounce rate evaluation, website recording, heatmaps, A/B testing, as well as bounce rate optimization, among other things.
When you pay consistent attention to your website, you can maintain bounce rates low and conversions high, while also making your audience as pleased as can be.