With so many companies fighting for visibility online, engagement is always the best path to success. But what if you are getting a lot of visitors and they just leave without interacting with anything?
A strategy to reduce bounce rate is a great way to make the most out of the traffic you are getting online — and guiding more of your Digital Marketing leads towards conversion.
To help you with that, we prepared a special article, showing everything you need to know to start:
What is bounce rate?
To better understand what bounce rate is, we can use a simple example. Start by imagining you have a physical store in a busy avenue.
There are a lot of people passing by your front doors every day. Some of them look at the products from outside and show some interest. And a percentage of those feel compelled enough to go in.
But something feels off. A high number of those visitors stop right outside the doors, look around, make a funny face, and leave.
That is the central question of a strategy to reduce the bounce rate. This indicator shows you the percentage of total visits leaving your website without visiting other pages or immediately after entering.
In that sense, it shows how many leads feel engaged enough to get closer to your brand, but for some reason, not to the point of interacting and consuming anything from you.
Why reduce the bounce rate?
As it became clear in the previous topic, bouncing visitors are a lost opportunity. They are visitors who took the long digital journey to your website and then left without any interaction.
When we talk about Digital Marketing, engagement is way more important than raw numbers. It doesn’t matter if you have a million visits every day if they don’t lead to a single conversion.
The bounce rate is important because optimization is important. The companies leading the digital field aren’t necessarily the ones with more money to invest, but those who can convert as much as possible in relation to their budget.
When you can give that impeccable first impression, you make them stay. These users feel the need to explore your website, your content, your brand. And each new page they visit is a step closer to a conversion.
Not only that, but you have more time to make them familiar. Users that stay on your site longer are more prone to come back regularly. They make a habit of it, which leads to sales, brand awareness, and loyalty.
A good strategy to reduce the bounce rate can make a business improve conversion rates with the same digital plan and budget they already have. It is a quicker, simpler way to expand your reach.
11 tips to reduce bounce rate in your website
With all those points discussed, we can say for sure that an effort to reduce the bounce rate is beneficial in any circumstance and should be green-lighted as soon as possible.
But what can you and your team do to improve those numbers? We listed 11 tips that will make a difference and help you engage more from the visitors you already have. Check it out.
1. Learn what is considered as good or bad numbers
First, you need to set your expectations. How do your actual numbers perform compared to other successful websites? What levels of bounce rate can be set as a goal?
You can find bounce rate numbers on your analytics tool and assess it based on these levels:
- if it is higher than 80%: you have some serious problems with retention;
- between 70% and 80%: your site is performing poorly, and you should act as soon as possible;
- when the number varies around 50% and 70%: you are following the average performance for most websites;
- 30% to 50% should be your goal: as these numbers are considered excellent for a Digital Marketing strategy;
- if the bounce rate is below 20%: you probably have a tracking problem — it is extremely rare to achieve such numbers.
You can think that 70% of visitors bouncing looks like a bad thing, but it isn’t. Engaging 30% of your traffic is already more than many traditional marketing strategies could pull off with way bigger budgets.
2. Try to understand why visitors are leaving so early
Let’s go back to our example at the beginning of the article. You have people entering your store, looking around and leaving. What is your first question? You should be asking yourself what scared them away.
Was it the store’s layout? Was there a dissonance between the expectation they build and what they found inside? Were the offers off? Maybe the people you are attracting are not the ones interested in your brand?
Each answer you find will give a better insight into what you have to do to improve the bounce rate. This is why it is important to know your buyer persona and use it to build your strategy around it.
3. Design a better user experience
All the questions above should lead your team to find elements, tools, and processes that improve your site’s experience.
A good UX starts with a fast and well-structured website, but it goes way beyond that. It is the sum of visual elements, information, and interaction that meets certain expectations and exceeds them.
Again, use your buyer persona as a reference. What do they want when they enter your site? What are they looking for? How can you lead them and even surprise them in positive ways?
Maybe a rework of your pages is what you need to be more engaging.
4. Make sure your website is responsive
With evolving technology, there is an expanding variety of screen sizes, input methods, and devices capabilities accessing your website.
A lot of bounce events happen when a user enters your site but can’t easily navigate, or visualize some of the information. A responsive site is developed to adapt to any of those variants — making sure you don’t lose views for a simple problem like that.
5. Build some landing pages
One challenge companies stumble upon when working to reduce bounce rates, is predicting the entry points to your site. It doesn’t matter how perfect your home page is if most traffic comes from a blog article that wasn’t optimized for engagement.
Landing pages are a great solution for that. They are specifically designed to serve as the optimal entry point — with compelling layouts and CTAs.
Think about the opportunities you have to create more of them and how you can adapt your marketing strategy to lead your traffic.
6. Do some A/B testing
When you still have doubts about what kind of decisions will improve UX and bounce rate, why not test them? An A/B is a test where you create two different versions of the same page and set them to appear to different visitors as they arrive.
Then you can measure which performed better in retaining traffic. You can consolidate the winner or go from it to another A/B, constantly improving your numbers.
7. Use visuals to captivate quicker
We humans are visual beings. Having images and photos that are attractive and easily interpreted can grab the lead’s attention way quicker than any text — sometimes even catchy CTAs.
Invest more in visual elements and tie them to the next steps you want your customer to take. You can make a page truly engaging, rather than one that just receives a passing glance — of course, as long as it makes sense and resonates with your audience.
8. Plan your content marketing better
Content is always a great way of keeping people on your site. Useful articles, rich materials, and relevant data will always be worth a longer, more meaningful contact with your brand.
But the pieces themselves aren’t enough. The audience could find it awesome but still leave. So it is time to really invest in Content Marketing, with a connection between subjects, a better SEO effort, and a consistent link building strategy.
9. Make the last effort before they leave
A useful tip is to use tools and plugins that recognize when the visitor is about to leave your site. This is made by tracking mouse movement towards the common position for close and back buttons.
When this trigger is active, the website can automatically display a message asking the user to subscribe to a newsletter, for example. Maybe they are bouncing now, but that doesn’t mean they aren’t interested in what you have to offer. That way, you could get a lead out of an almost lost opportunity.
10. Use interactive content
There’s no better strategy to quickly engage people online than offering interaction.
When you invest in interactive content, you ask your user to take actions that will almost always lead to exploring, visiting other pages, and knowing more about you.
Some examples are interactive ebooks and infographics, quizzes, lookbooks. These can even be used on your landing pages to build deeper connections and make them stay longer. Interaction always keeps engagement high.
11. Invest in live experiences
If your goal is to make the audience stay in contact with your content and your brand longer, why not use relevant events to bring them closer?
Engagement will be the key: comments, UGC, discussions, it all can be set with the right tool and the right strategy.
With those kinds of ideas to retain traffic while raising engagement, the effort to reduce the bounce rate is minimal, and its benefits are positive for your brand.
So start identifying problems, opportunities, and build a healthy relationship with your buyer persona.
If you already invest in a Content Marketing strategy, see how you can use live blogging to enhance the reader experience in your pages!