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A bounce rate is when a user visits your website, but exits before they visit any other page within the domain. Therefore, your bounce rate is the percentage of all users who enter and then exit on the same page without clicking on other pages on your website.
A high bounce rate means that your website may not be as organized or enticing as you think it is. Usually, when a user visits the site, they take about 5 seconds to decide whether or not they are going to stay on it and click through versus leave and go to another site.
If a user leaves your site, Google Analytics will show you your bounce rate, and you can quickly determine if it is time to consider the logical processes of lowering your bounce rate.
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How to Lower Your Website’s Bounce Rate
The general rule of thumb for a reasonable bounce rate is that 80%+ is awful. Anything below 80% is considered good, and the lower you can get it, obviously the better. If you are in the red zone, consider the following actions:
Improve Content Readability
One reason why your users will leave the website is because of the readability problem in your content. User experience will begin with the legibility and readability of content. Large chunks of text will scare away readers. We suggest breaking content into readable paragraphs as it is easier on the eyes. Use simple words to ensure that everyone can understand. Kore Payments does this perfectly on their site. Their minimalist design, which incorporates short blurbs of text throughout the duration of the website, makes the user experience simple and sleek, which in turn lowers the bounce rate.
Create a Compelling Call-to-Action (CTA)
If you have attracted visitors with your provocative headline, ensure that you do not lose them due to a weak CTA. The CTA should encourage buying rather than existing. Work to incorporate enticing deals such as free quotes, samples, or other offers. Lights Over Atlanta’s website offers a really great example of this at work. On their homepage they offer an ebook outlining how landscape lighting can improve home security. This insight into their business and industry allows users the chance to build rapport with the company and convinces users to buy from them.
Target the Right Keywords
Keywords will either make or break your content campaign. Target high-value keywords because they affect four main areas; traffic value, conversion value, persona value, and brand value. One company that takes advantage of this opportunity is Softrol Systems Inc. Each and every one of their news articles outlines key features and products that they bring to the uniform rental and laundry industries. By continuously reinforcing how they help these plants improve efficiency and productivity using their automation and software tracking technology, they’ve been able to target readers that are genuinely interested in their content, thereby lowering their bounce rate in the process.
Speed Up Your Page Load Time
Site speed is essential to all internet users. Users expect a page to load in two seconds or less. After three seconds, consumers will not wait for the page to load and will exit—the slower your load time, the higher your bounce rate. Analyze your site load speed and improve on this. The screen printing and embroidery company, ATS Graphics, has ensured that their website loads quick, fast, and in a hurry. When users land on their site, they are treated to a seamless experience which encourages less bounces.
Make Sure Your Site is Mobile-Friendly
Many users are often visiting websites using their phones these days. That being said, you should consider whether or not your site is responsive when in mobile mode. A responsive website means the page will automatically adjust based on the size of the screen it’s being viewed on. Making your site mobile-friendly will increase the chances of users clicking and staying on. Websites that are not mobile-friendly end up losing a lot of users within seconds of visiting the website. The Atlanta Auto Glass King ensures an exceptional user experience on mobile by breaking his website sections into a bite sized format. Users in need of windshield repair or replacement can easily get in touch with the king from their phones, which makes it highly unlikely that they’ll bounce.
Produce the Right Content
Businesses that update their blogs with fresh content regularly will generate more leads and encourage more clicking. The right material will help to buy and give users actionable tips to implement and produce results for them. SEA Studios, an architecture firm in Atlanta, does this really well on their site. Their blog page provides a plethora of content with the goal of providing useful insights to their website users. As long as users can gain some insight or benefit from this content, they’re much less likely to bounce, and may even return on a regular basis.
About the author
Jordan Klekot
As the President of Precision Creative, Jordan Klekot has learned a thing or two about websites and marketing. He started the company in 2016 with the vision to help organizations of all shapes and sizes grow. With experience as a webmaster and marketer, he knows how to take businesses to the next level. That experience and strategy motivate the team at Precision to strive to make our clients succeed every day.
