The real goal of a website is to get conversions, generate sales and repeat users. Attracting traffic is not enough if the visitor does not perform these actions and leaves the site without any interaction. In this case, it is necessary to analyze what is failing and optimize the site to reduce the bounce rate.
Also Read: 15 Mistakes to Avoid When Creating Your Website
Page Contents
What Is the Website’s Bounce Rate?
It refers to the percentage of visitors who come to a site and leave almost immediately, without exploring, browsing, or consuming the content.
Steps to reduce the bounce rate
If your site receives visitors but they don’t stay long enough or take no action, it may be because you are attracting unqualified prospects or have failed to deliver the right content, presented in the way your ideal customer expects.
1. Analyze your content
Google Analytics identifies the content with the highest traffic and the one that generates the most conversions. You will likely discover that it is not the same. Analyze the type of content that motivates users to convert because that is what is attracting potential customers. When it comes to content with high traffic, try to optimize it in such a way that you encourage users to act.
Reviewing the most popular searches within the site is of great help to identify why users visit you and what they want to find.
2. Improve the user experience
A major reason for a high web page bounce rate is due to poor design and structure.
The site must be intuitive, that it does not take the visitor a long time to understand how it works, with a visible and clear menu. The text has to be digestible, inviting to be read, with short paragraphs and sentences, bullet points, bold letters to highlight key ideas, attractive titles, and subtitles. Images or videos are also a great help to retain your audience.
Due to the increase in the use of mobile devices, nowadays any site must be mobile responsive, but not only that: download speed is essential. 53% of visitors leave the site if it takes more than 3 seconds to download.
There are two types of bounce: the one that goes away after 15 seconds of being on your site and the one that reads an article from beginning to end but also goes away at the end. Perhaps in the second case, the user solved their doubts and left but by not interacting, it is also considered as a bounce rate. Including links in the content to other pages of the site is important to encourage the user to navigate within it.
3. Make them not forget you
Do not give up on those visitors that you failed to convert, use remarketing on social networks and show ads focused on their interests and with offers that are difficult to reject, such as a free webinar or exclusive video. It then directs the user to an attractive landing page that convinces them to complete the subscription.
Use on-page remarketing to persuade the user before leaving. For example, a pop-up offering free content if you leave your name and email address. Getting a lead in this way will avoid extra expenses for ads on social networks.
4. Offer interesting subscriptions
After carefully analyzing the interests of your visitors, offer a gift that is relevant and attractive enough that they are willing to provide their details. Exclusive content such as an ebook, webinar, whitepaper, etc. In this way, you will get a lead that you should not lose track of.
5. Nurture your subscribers to convert them into customers
Once you have a list of subscribers, segment them according to their place in the sales funnel to send content that goes according to the stage they are in. Remember that an attractive and personalized title is essential for your lead to be interested in opening the email. Similarly, the content of the email must be persuasive enough to get action. Analyze the results of your email campaigns to identify those that obtain the best performance.
Bottom line: To reduce the bounce rate of a website it is necessary to attract the right audience, offer an excellent user experience, and motivate the conversion with attractive content. Subsequently, nurture the lead until it is ready to purchase.