What is Bounce Rate?
Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. A high bounce rate is considered bad, and a low bounce rate is excellent news. The challenge is to create compelling and relevant content to intrigue your using to interact with your website. In this article, I will list 5 ways I have personally used, and that I know for sure works! Your website is failing if you are not getting people to interact with it, and increasing bounce rates, lead to decreasing conversion rates. Please feel free to leave a comment and let me know if this article was useful to you. I will try to keep it short, sweet and simple.
1. Choose the Correct CTA
CTA (Call to Action) is a main desired action to be taken on a web page. These generally come in the form of a button, but can be in several different forms, clicking a link, watching a video, etc. Are you choosing the right CTA on each page that fit’s that customer’s journey? One mistake marketers commonly make, is moving too fast. Take a step back and play the role of a customer. It’s always best to approach as a new undecided customer, since this is typically where added revenue will come from. Although there will be the perfect time to send a user to a form to sign up, it is not always the choice. Save that for a pricing or solutions page. To use the home page as an example, the first thing a customer whats to see when they land on your website is almost never “Start your free-trial” or “Buy now”, they haven’t even decided if they are in the right place yet! Pick something more intriguing and natural. What’s the natural next step? Maybe something like “Discover our solutions” or “learn more”, perhaps even “What we do”. We have tested the strategy with many companies in the past, yield amazing results, decreasing bounce rates from 20 – 50%.
2. Make use of videos
Another great way to pull some interaction with your page, is to leverage videos about your product or services. In today’s fast paced world, some people choose to bypass written content, and what the videos. Not everyone can handle reading the 1000 page book, they would rather watch the movie. Well that’s the same idea when it comes to your website. You want to engage your audience, feed them with knowledge, but not over burden them with too much wordy content. A video is great way to not only break up the words and give your users a brain break, but its an excellent tool to get an action out of your users. Videos are 40% more likely to clicked, than inline linked words. It peaks curiosity and saves time. You can fit a lot in a 30 second video that will be instrumental in closing a deal.
3. Link all images and keywords
Cover all your bases. Utilize tracking & reporting tools like VWO to see recordings of user interaction with the site (Disclaimer: ensure you are abiding by GDPR laws) . VWO stands for Visual Website Optimizer, it was made by Wingify. It is a A/B testing tool that also performs conversion optimization and personalization services. They conduct visitor research, build an optimization roadmap, and run continuous experimentation. It gives you tremendous insight on what your visitors are doing, down to a recording of their journey through your site in video form. You literally see their cursor moving and click and all their movements and actions while visiting your site.
Heat maps and user recordings can be very useful to see what your visitors are using or not using on the site. While analyzing one of these recordings for a past client, i realized that visitors repeatedly attempted to click a certain set of logos, even though they weren’t clickable. This sparked the realization that we were missing out on thousands of potential interactions and chances to decrease bounce rates for that page. Linking all those logos (customer logos) to relevant pages (customer landing page), showed amazing results. So, link icons, photography or logos to corresponding pages if available.
Another successful method is linking all important keywords to associating pages. For example, if you talk about some of your best selling products on your home page, it would be helpful to link the users to that page if it exists. Anyway to get another action or interaction from the user is one more chance to convert their thinking. Although this is effective, it can be overdone and cause the usability and aesthetic of your website to go down, so use this wisely. Only link useful words that will direct the user to learn something of value that is pertinent to them making a decision or learning something. You don’t what every other word in a paragraph linked.
Sometimes, all your website needs is a good re-design. The design of a website needs to go through usability testing. The way your website is laid out or the way it looks can determine the frequency in which users interact with your website. I know when I go to a good-looking website, content a side, I am eager to scroll around and see the website has to offer. So, a good design, coupled with compelling content will surely attract the masses. If you’re website is not modern it will deter people from taking your company seriously. Placement must be well thought through. Utilize A/B Testing to see what works best. Figure out where is the prime real estate on your website, and place your most important content there.
In today’s mobile world, it is certainly important to design with mobile first in mind. Mobile-first design will ensure your most important content and call outs are shown prominently in mobile. Its not just about make sure your website is not broken, it’s also about attempting to market based on what your users are able to see. They can’t click a button they cannot see. Get a knowledge UX/UI designer to map out your website story from cell phones to desktops.