Reducing your Bounce Rate
If you have been researching Search Engine Optimization, you have probably heard about a website’s bounce rate. What does this mean and what can be done about it? First, a bounce rate is the percentage of visitors on the website that leave without viewing more than one page. Typically, the visitor will enter the site and leave fairly quickly. The lower the bounce rate, the better. It is recommended to have a bounce rate between 30-40%, meaning that 60-70% of the visitors are staying on the website and viewing more than one page. This is important, as the longer a visitor stays on the website, the more likely they are to purchase a product or hire you for the services offered.
What can be done if your bounce rate is above the recommended 30-40%?
There are 5 tips to consider:
- The landing pages should be appealing and load fast. If the landing page looks out-of-date or disorganized and it takes more than a few seconds to load, a high bounce rate is typical. The landing page should appeal to the visitor and entice them to stay longer.
- Create landing pages that answer a visitor’s question. For example, if a visitor is looking for a divorce lawyer in California and the landing page discusses family law in general, there is a high chance that the visitor will leave without viewing more pages.
- Create a “call to action” on each landing page that is visible. The call to action should be relevant to the topic of the landing page. Going back to the divorce example from before, a great call to action could be a “Click for a Free California Divorce Guide.” It is visible and answers the visitor’s question.
- Develop content that can be viewed in a short span of time. Most visitors are looking for information that can be read and understood within a minute. If the information is too long or difficult to read, a high bounce rate can be expected.
- Another great way to audit your site is to add page level surveys. This can be a thumb up and a thumb down icon at the bottom of the page. This will allow you to get instant feedback from visitors who visited the page. You can see if they liked the web design on the page.