A high bounce rate seems like a very familiar problem for digital marketers. It happens when a visitor lands your website, spends a few seconds there, and then bounces without visiting the other pages. In other words, the bounce rate occurs when a user abandons your website on the very first page.
While the definition of bounce rate is simple, the causes can be complex. Sometimes, it indicates a poor user experience, while at other times, it is an indication of a positive experience. But how? If it indicates a positive user experience, too, is it really bad? Read on to know!
Is High Bounce Rate Good or Bad?
Well, it depends! If your website’s success is dependent on the number of visitors viewing multiple website pages, a high bounce rate is catastrophic for you.
For example, you are running a paid campaign, and your homepage is the door to the other pages, like product pages, blog, checkout process, etc. In this case, you should have a low bounce rate. On the other hand, if you own a single-page website, a high bounce rate is normal.
Thus, it depends on your website and your business goals. However, if your website’s bounce rate is higher than the average (more than 40%), it’s time to optimize the metric.
So, here we have come up with some of the best ways to reduce the bounce rate.
How To Reduce Bounce Rate In A Paid Campaign
Before you start, it’s good to use Google Analytics and see which pages of your website have the highest bounce rate in google analytics. For this, go to Google Analytics, and click on Behavior, Site Content, and Landing Pages. Following are the areas you need to focus on-
- Inspect the overall bounce rate.
- See the bounce rate for each of the marketing channels.
- Check the bounce rate across all the devices.
- Analyze the bounce rate for different types of audiences.
- Examine the landing page of your website.
Now that you have diagnosed the problem areas, it’s time to take action to reduce the bounce rate.
Improve Content Quality
One of the significant reasons visitors are abandoning your website might be the poor-quality content. Remember, people nowadays don’t read the entire content; they only skim through. Use unique, interesting, high-quality content your target audience can relate with.
Use Smart Formatting In Your Content
Furthermore, if you have large blocks of content, no one would even like to know what it is all about. In fact, the audience will soon lose focus and go to the next thing, increasing the chances of bounce rate.
So, try to publish readable content and let the users get the most out of your article. Use sub-headings to separate the sections of your blog or article. Write small paragraphs, and include bullet points to indicate the most important points.
Work On Your Product Pages
If you are getting unusual bounce rates on the product pages, examine whether adding more information helps. Use high-quality images or videos. See what your satisfied customers say about you. Are the reviews displayed on the age prominently?
Use A Clear, Compelling Call-To-Action
Now that you have optimized the content and product pages think about what action you want your users to take. This way, you can direct your customers to take the desired action by using one clear, convincing call-to-action. You can use different fonts, colors, and themes to create a great CTA.
Besides, don’t confuse the customers with dozens of CTAs. Keep the users’ intent in mind and think about how your products can help them. Your CTA should be easily accessible to the users.
Optimize Your Website’s Loading Time
While poor quality content is an important cause of high bounce rates, the poor loading speed of your website can be even a more serious problem. How will the users get a chance to read your content if your website takes forever to load?
Focus on on-page optimization to ensure that your website takes not more than five seconds to load. Optimize the speed for mobile devices, too.
Show That You Are Credible
Consumers are getting smarter day by day. Before they consider a purchase, they examine the offer carefully. Once they access your offerings, they want to know how reliable your website is or how much reputation you have earned so far.
Display the customers’ reviews, highlight your awards, certifications, industry affiliations, etc. Aside from this, display the safety seals and tell them that your website is secure. It helps build trust among the users that any information they share with you will remain confidential.
Limit Distracting Pop-Ups Or AutoPlay Content
Several websites rely on Ads for generating revenue. But, these annoying Ads impact the users’ experience and increase the bounce rate. Alongside the Ads, the auto-play videos come screaming at users out of nowhere and spoil their experience. Not to mention the distracting pop-ups that cover the entire screen, causing more frustration.
You can place static Ads at the sides of the webpages. It ensures that the users’ attention isn’t pulled in different directions. Or, consider using exit-intent pop-ups. It provides users with a distraction-free experience and lets you easily collect the lead’s information.
Bounce rate is an important metric that tells you a lot about the relevance of your paid marketing campaign and user experience. If it is too high, it can affect the conversion rate, as well as the SEO of your website. Therefore, it is crucial to analyze it, detect the problems, and fix them as soon as possible.
Hopefully, the points mentioned above will help you reduce the bounce rate in a paid campaign. It’s all about optimizing your website for the best possible user experience. Not only will it help you reduce bounce rate, boost the conversion rate, but it will also help you retain your existing customers.