Are you working on web pages that have high bounce rates for website improvement?
Bounce rate is the ratio of site visitors who left a site without taking any further actions from the landing page. It means that you failed to attract visitors and lead to customer conversions. An effective landing page draws traffic lines based on what actions you want users to take, so it enables you to make visitors browse your pages.
To improve your bounce rate, at first, target the pages that get many entrances but have high bounce rates. Then analyze why visitors left your page (what factors affect their bounces). The reasons why your visitors leave your website are various. Here are significant factors to increase bounce rates.
Why Your Website Has Higher Bounce Rates
- You are targeting wrong audiences in content marketing
- Calls to action on landing page are too little or hard to find
- Your website is not mobile friendly
- Loading time is too long
- You have bad readability of contents
- The information doesn’t meet visitor’s expectation
- Visitors satisfied enough in the landing page
- Navigation is difficult to use
- Pop-up ads annoy visitors
You can easily measure bounce rate with Google Analytics and check which pages of the contents and calls-to-action work effectively. Work on decreasing your bounce rates to have more chances for customer conversions. Don’t forget to monitor your bounce rates on a regular basis.
Here are 7 things you can do to reduce website bounce rate. Prevent the bounces and lead visitors to take the desired actions by dealing with these problems.
How to Reduce Website Bounce Rate
Understand Your Visitors
People visit your website with some expectations, and they will leave a website when they see there’s no information for them. The possibility of bounces will get higher if visitors expect different things from what the landing page has. To make the gap smaller, you need to understand what keywords visitors use to reach your landing page and what actions they took in the past. With a better understanding of your visitors, you can provide better contents and calls to action.
Research and Optimize Your Landing Pages
A landing page is the entrance page where visitors arrive first on your website from search engines, social media, and online ads. If the bounce rate of your landing page is high, your contents may not meet the needs and expectations of visitors. Using Google Analytics, you can know which keywords are used to reach the pages, session duration, and conversions as well as bounce rate. From the analysis, you need to review contents and first views and modify if necessary.
Add Calls to Action at the Right Places
Call to action helps you to lead visitors to take the designed actions. If you don’t provide appropriate messages or links in landing pages, the visitor will close the browser without visiting any other pages even if they are satisfied with the contents and they are interested in your business. It’s a pity to let them go, isn’t it? Add a call to action that is designed from the viewpoint of the visitors and place them in a noticeable location.
Decrease Loading Time
According to a survey, people will leave a website when they need to wait more than three seconds for loading. For example, the use of Flash and images makes a website heavy and increases the loading time. It is necessary to make landing pages load faster by optimizing images and using alternatives to Flash. Make sure to consider the contents carefully because the loading time is affected by not only your side problems but also by internet environment and web servers.
Increase Your Website’s Usability
Website’s usability plays an important role in website performance and user engagements. To let visitors find what they expected easily, you should review your website performance, navigation and design to improve readability of contents and usability. To make a website user-friendly, check out “The Ultimate Website Usability Design Checklist” comprehensively talking about the website usability.
Develop a Responsive Website
Nowadays the traffic coming from mobile devices has greatly increased. If your website doesn’t have a mobile interface, it may require visitors to zoom in to read texts, and it causes them to touch undesirable buttons. To avoid this, you should develop a responsive website for each device to decrease bounce rate.
Remove Unnecessary Ads
People dislike advertisements, so you must be careful when placing them on landing pages. However, if it is required, it is suggested that you to put it in a place where it doesn’t interrupt the contents and care of the number of advertisements. Pop-up ads especially annoy visitors. Although it increases conversions such as the sign-ups of newsletter subscription, it also increases the bounce rate.
Remember that every page that has a high bounce rate does not necessarily improve the website and landing pages. Imagine you have a blog. If you have repeat-readers and subscribers, mostly they will leave your site after reading contents, and your bounce rate would be markedly high. So conduct a proper analysis before fixing these common problems!
How do you improve your bounce rate? Let us know in the comments below!