One of the biggest problems faced by businesses when it comes to optimizing site traffic is bounce rates. Bounce rate of a page refers to the percentage of visitors who visit your site but leave after viewing only a single page. Now, you might think that you have a loyal customer base and one person leaving the site isn’t that big of an issue. But you would be wrong. Bounce rates affect your business way more than you realize. A high bunce rate indicates search engines that your site is less credible and lists you much below that your site normally would have been. This affects your SEO and ultimately your brand. Although bounce rates are a common problem which is to some extent unavoidable, marketers over the years have come up with techniques that have shown consistent results in keeping bounces to a check. You must keep a few things in mind while designing and updating your site that could dramatically reduce bounce rates on your site.
Optimize Page Load Time
Nobody likes to sit waiting for a page to load. Keep that in mind while designing your webpage. Making your page loaded with content can make it really show and could repel users from further proceeding the session. That is one of the biggest problems most site have a high bounce rate. A fast loading site is an essential element of the user experience and helps you create a lasting positive impression on your users.
Cross-Reference Bounce Rate with Time on Site
One of the biggest mistakes companies do when analyzing their site metrics is not cross-referencing them. Cross referencing allows you to have a better idea of how your site is actually performing and gives you a better idea of your user behavior. For instance, if you compare your bounce rates of a low performing page with the average time spent on a page, you will have of why the users are not engaging. It might be because the page isn’t providing the with any useful content or maybe the layout and design is improper and difficult to read. This helps you make a very calculated guess on what’s going on and lets you make necessary amendment in the future.
Include a Single, Clear Call to Action
Your brand should have a single, strong and clear messaging. Crowding your pages with a lot of banners each having different CTAs confuses and frustrates the user and declines the quality of the experience on the site. Using a single catchphrase to promote a single CTA loud and clear is a far more effective strategy to promote higher sales consistently.
Optimize for Mobile
An over-whelming majority of users prefer mobile devices to surf the net on a daily basis and as the dimensions of a mobile screen is different to a PC screen, it is important to optimize your site for mobile viewing. This makes your site more accessible and decreases bounce rates enormously.
Improve Your Content’s Readability
If the content on your site is easily perceivable by the audience, they usually tend to stick to it. Make your content readable by using a neat font, a background color that contrasts the font color. Using the right layout, indentation, spacing all come into play when creating your website. The content should also be easily comprehensible to the audience. Use easy words and short sentences to communicate effectively.
Improve Your Brand Storytelling
Every brand has a story and that should reflect on its site. Storytelling has long been a very effective way of communication and most successful brands know it and incorporate it in their sites. This makes the brand seem more relatable to the user. Share your journey, vision, passion and values with your audience on your site to create a personal engagement with them that would help in building trust.
Attract the Right Visitors
A huge contributor to high bounce rates are unwanted users. A person might mistakenly click on a link and land on your site and thus, would immediately leave as they are not looking for the services you provide. This small act of a misplaced click would affect you. To tackle this problem, you have to choose where you advertise and to whom. Trying to cater to a huge audience with mixed demographic will inevitably result in a lot of unfruitful site visits that will spike your bounce rate and drop your SEO ratings.
The best way to ensure regular and consistent traffic on your site is producing valuable content at a consistent rate. Blogs being an integral part of most websites today act as the best way to give users a reason to keep coming back. This also keeps your site updated and relevant making it a reliable source of information and industry news for your customers.
Optimize Your Internal Linking Strategy
Inter linking helps user to navigate through your site with ease. A good internal linking system helps users to find their object of interest on the site easily and quickly. You must strategize the inter linking design keeping user experience in mind while developing your site. This improves on-site navigation, makes the user experience more interesting and also tends to keep the users on site longer than usual.
Add Videos and Podcasts to Your site
Videos are the most effective form of communication and must be incorporated by every business on their site. Videos are extremely versatile and can be used as advertisements, explainers, testimonials and even blog posts. Videos have proven to provide higher engagements and people usually tend to prefer watching videos instead of reading making them more likely to stay on the for page longer.