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How to Decrease Bounce Rate
If you are wondering why you are driving traffic to your website but struggle to turn consistent traffic into leads and possible clients, there is a good chance your bounce rate is too high. In more simple words, customers who visit your website “bounce off” before they have clicked any links leading them outside of the current page. Here is a look at what bounce rate is and ways you can decrease bounce rate.
What is Bounce Rate?
In a nutshell, a “bounce” is when a user goes to your website on the landing page and proceeds to leave without visiting any other page on the same domain. Bounce rate is the specific percentage of users who bounce, or leave a landing page without any visits to other pages. Having a high bounce rate might mean that the landing page (or any web page, really) might be:
The lack of or a vague call-to-action is another reason that potential customers will leave a page on your website.
How do you Decrease Bounce Rate?
Content Readability – One factor that could drive customers or prospective clients away is your site having poor readability. A good user experience starts with your content and whether or not it is easy to read. The first thing to note is that big chunks of text can drive customers away. Another possibility is that you have good content, but your formatting needs to be cleaned up. Poor formatting can lead to a higher bounce rate.
Stay Away From Popups and Ads – If you have popups or annoying irrelevant ads, there is a good chance that it leads to a higher bounce rate. As a general rule of thumb, not having any popups or ads will increase your chances the most to decrease bounce rate. It should be noted that some types of popups will not affect your search engine placement, but they still might affect your bounce rate.
Call to Action – Having a call to action that compels the user to buy or think about buying what you are selling is very important. It is also important to have your call to action very apparent as quickly as possible on your landing page.
Keep Your Blog Updated – Being consistent with your blog content is key. By doing this, you will build momentum and gain your readers trust, which will lead to repeat traffic and new traffic.
Appealing Meta Descriptions – If your site is found through search, meta descriptions are the first thing a user sees before going to your landing page. This is arguably one of the most important aspects to decrease bounce rate because without an appealing meta description, your landing page does not even get visited.
Page Load Time – If a prospective customer or client has to wait an necessarily long amount of time for your web page to load, there is a good chance they will move on to the next site. Speeding up your page load time gives you a good chance to decrease bounce rate.
External Links to Open in New Windows – Opening external links in the same tab can become frustrating for the user causing them to have to use the back button and find where they were before opening the link. Opening external links in a new tab causes the previous site to stay opened which in turn will decrease bounce rate.
While there are many different ways to decrease bounce rate, arguably some of the most important methods were explained here. Driving traffic to your website is very important but not nearly as important as turning that traffic into customers who are buying into what you’re selling on a consistent basis. Sometimes instead of decreasing bounce rate you want to increase your page rank which is a different topic. Of course there are more ways to decrease bounce rate than is explained here, so make sure you take your time to research and look into the methods that make the most sense for your site.