Bounce Rate Optimization – A Starter Guide
Bounce Rate Optimization! It is a process in which you take measures to decrease your website bounce rate. At the same time, you are also working to optimize the conversion rate. You can keep your audience stay longer on your website when you serve them properly through your website. This practice will decrease your bounce rate and your audience don’t need to exit your website to find someone else. You might be thinking why your bounce rate is high? Following are the points you need to know:
1- Bounce rate formula is the percentage of single-page visits or a number of people who leave your website after landing on a page . When your bounce rate average is high it’s an evidence that your user is not finding the information he is looking for.
2- Google Analytics will provide you with information about the bounce rate. Just go on your main dashboard and homepage, to look for the number of users and sessions along with the average time spent by the users on your website.
3- After getting the details of high bounce rate. It’s a time to plan for reducing it.
You might be thinking, what is a good bounce rate? Well, according to the rule of thumb, the range of 26 to 40% is excellent, 41 to 55% is average, 56 to 70% is more than an average, and above the 70% is a disappointing situation except for news, events, and blogs.
Factors Affecting your Bounce Rate
Following are the factors behind your high bounce rate:
1) Website Type: Bounce rate will vary according to the type of website. For instance, if you are having a website with blogs then your bounce rate will be high because most of the time people will come to read your post and will bounce to move on the next thing.
In case, if you are having a single-page website, then there is a great possibility 100 % bounce rate..
2) Quality and Type of Landing Page: if your landing page has unnecessary texts, full of ads, no call to actions, then all these elements are making your landing age unappealing for the visitors. Thus resulting in increased bounce rate.
3) Traffic Source: The traffic coming from social media platform has higher bounce rate as compared to the organic traffic coming from the search engine.
4) User Intent: User intent is the purpose or need due to which people are looking on your website. The audience is looking for something they want to know about or may be planning to buy product etc. This aspect is very important because now entire micro-marketing revolves around the user intent.
To reduce your bounce rate, you need to assist your user at every stage of his buying journey. You can provide him the assistant through content. When you are providing a good information and guidance to your audience, then they will be spending more time on your website that will ultimately decrease your bounce rate. If you want to run any user intent campaign for your business, then you can contact our digital marketing agency, to help you reach to targeted users through various campaigns.
5) Content-Type: Content is the driving force for your website. Giving the relevant content to your audience will convince them to read and stay for a longer time period on your website. If you are not providing them the quality content, then there is no way you can get rid of a high bounce rate.
6) Your Industry Type: Some industries have higher bounce rate as compared to others. For instance, in publishing industry,higher bounce rate is considered a normal situation. You can check out the average bounce rate of your industry at Bounce Rate Bible by Digi Shuffle. You can use the average bounce rate as a benchmark for your bounce rate optimization efforts.
7) Traffic Quality: The rule is simple, targeting the irrelevant audience for your business will give you high bounce rate. Thus the focus should always be on the targeted audience.
8) Type of Device: The bounce rate changes from device to device used for browsing the website. If your website is not mobile friendly, then you will have an increased bounce rate for the visitors who are coming from mobile devices.
9) Type of Visitors: When new visitors visit your website, they will bounce quickly as they are not familiar with your website as compared to your old visitors.
8 Methods to Reduce the Bounce Rate
How to improve bounce rate? This will be your next question. High bounce rate is a problem that needs to be solved. Following are the methods that will help you to lower your bounce rate:
1- Target High-Value Traffic Keyword
To improve your search engine keyword ranking it is compulsory to target the high-value keyword to attract a good amount of traffic. During the evaluation of keyword, you should find the keyword that are focusing on the following metrics:
- Conversion value
- Traffic value
- Brand value
- Persona Value
High-value keywords support the in-depth content and the user spend more time reading it. If the user will stay on your website the bounce off rate will be decreased because they are spending more time on existing your website. Furthermore, you need to stop targeting the keywords and marketing channel that are not bringing the high value of traffic to your website.
To identify the poor source, you need to analyze your analytics. After analyzing your analytics reports you need to stop the campaign or you should adjust your target keyword and landing pages.
2- Searching High-Value Keywords for your Niche: To search keyword do the following:
- Go to Google AdWords Keyword Planner. To log in, you need to use your Google account login details.
- Place your keyword and qualifier in the search box and then click on “Get Ideas”.
For instance, if you are going to enter keyword SEO strategy, then the high-value keyword will be “Best SEO company” and “SEO pricing”. You also need to understand the user intent. At this point, users are not going to buy, they are just looking to get information before they decide to do business.
In the keyword best SEO company, searchers are looking for the best company to choose. In the keyword “SEO pricing”, searchers are looking to find out the amount they need to get SEO services for their business.
You need to add high-value keyword in the heading to get increased clicks and social shares by performing an SEO keyword research. Keep one thing in mind, don’t stuff the keywords. You need to create the content for your audience so it is better to use high-value keyword along with the phrases that will be part of your conversation.
3- Make Your Content Readable
If you are having a content written in large paragraphs, then it is hard for the reader to read the content. The best way to write the content is:
- Break content in small paragraphs
- Use bullet points
- Heading and subheading for easy reading.
When you will make your content easy as mentioned above the bounce rate will be decreased. But if you are still creating you content in bigger chunks in your content marketing strategy, then your audience will jump to the next website without wasting further time.
4- Go for Split-Testing to Know the Preference of Your Audience
The tool for split-testing allows you to test the elements of your website that include call to actions, colors used on website, the layout, button placement and much more. In this practice, you are delivering two different websites to your audience to see their response. You can check the analytics data to see on which website you are getting the good response by your audience. Moreover, split testing helps you to refine your design that will increase your conversion rate and will decrease your bounce rate.
5- Make Your Meta Description as a Call to Action
A meta description is a short description that you see beneath the link on your search engine. It acts as a free advertising spot because here you are telling your user about your website offerings. You can use this description to attract your user to click.
6- Make your Website Mobile-Friendly
Due to increase in mobile usage the traffic on mobile has increased as compared to desktop traffic. Google also need a mobile responsive website. You need to make your website scalable to mobile to improve your ranking and reduce its bounce rate. People who are not able to navigate your website on their mobile phone are surely moving to the competition.
7- Enhance your Page Loading Time
If your page is not loading, then you are giving your traffic to your competition. Most of the consumers want to see your website in less than 2 seconds, if this is not happening, then your bounce rate will definitely increase. Moreover, your Google ranking will slide down when your website is not loading fast.
To see how your website loads you can use the tools like Pingdom. Page load time optimization is needed if your website loading speed is low. Do the following to boost the speed:
- Enable your browsing caching.
- Optimize your images.
- Compress your CSS and HTML files.
- Keep your scripts below the fold.
- Optimize your CSS.
8- Ensure Internal Links Open in New Windows
Enabling your internal links to open in a new tab let people discover various pages. This activity increases their time of stay on website and reduces the bounce rate. Furthermore, this option also helps your user to avoid the back-button fatigue and increases the website usability.
Hope that now you are clear about bounce rate meaning along with the factor that are affecting it and the practice that you can do to reduce your bounce rate. Let us know which methods you have implemented so far to reduce your bounce rate in the below comments section.