A poor bounce rate is a conundrum that a lot of businesses face. They are attracting a good amount of traffic to their website, but they don’t have many conversions to back it up. Of course, traffic means nothing if the people that are visiting your website are not interested in what you have to offer. So, where are you going wrong? Let’s take a look at some of the ways you can decrease your bounce rate in order to increase your loyal consumer base.
Is your web design confused?
This is one of the main reasons for a high bounce rate. Does your branding reflect your business and the industry you operate in? If your web design is confused, it is going to dilute your brand identity, and it will immediately turn potential customers away. This often occurs when people work with web design and marketing businesses that have no experience in their area. If you run a law firm, for instance, a company like Foster Web Marketing would be ideal, as they cater to the legal sector and have an abundance of experience in this industry. It is so important to find designers that have experience in your niche, and check out their portfolio to see the work they have done so far.
Do you understand what your visitors are looking for?
As mentioned in the introduction, one of the biggest problems business owners face is that they have a tremendous amount of website traffic, but they can’t turn these users into customers. The main reason for this is because not all every user is your ideal consumer. So, what happens is that someone gets directed to your page, and then they realise that you don’t offer what they are looking for, and then they leave. This is why your bounce rate is high.
To rectify this issue, you need to understand your website visitors. There are a number of ways you can do this, including:
- Analyse onsite search trends – This is a good way to understand what your customers are expecting from your website. You can see what search terms they use, and whether your website is catering to what they want. If not, you can identify the gaps in your content and make the necessary changes.
- Discover the highest converting pages on your website at present – You can learn what type of content attracts customers to your business by understanding the highest converting pages. You will probably find that there is a big difference between your highest converting content and your most popular content, and this signals that you need to make a change.
- Find your most popular content – This leads on from the former point perfectly. You need to find your most popular posts and make sure they are optimised for boosting conversions.
Do you encourage new website users to opt-in to your email list?
If you don’t, now is the time to start. This is important because research indicates that to create a viable sales lead it takes six to eight touches. This is why collecting email addresses is a must. This enables you to keep in contact with your potential customer, ensuring the relationship is kept alive until they convert. Otherwise, how would you be able to encourage the six to eight touches until a sale takes place?
You need to have a careful and considered approach when encouraging people to sign up to your email list. You need to give them an incentive to do so. For example, you could offer valuable digital downloads, such as a whitepaper, cheat sheet, template, or eBook.
Do you re-engage abandoned visitors?
This is the final point to consider when it comes to your bounce rate. A lot of business owners simply give up on the users that have abandoned them after their first visit to their website. This is a big mistake, which can result in many opportunities lost. You shouldn’t give up on these users. Perhaps they simply were not ready to make a purchase from your website or sign up to your email list first time around?
You need to look for the most effective methods of re-engaging with these visitors. One of the ways you can do this is with social media. You can target people that have recently engaged with your website, creating posts that have been perfectly put together to appeal to them. You can also use on-site remarketing to appeal to abandoning visitors through targeted exit-intent popups.
All in all, reducing your bounce rate is of huge importance if you are to have a successful online presence. Use the tips that have been mentioned above to get started.