Fix Your Bounce Rate! Quick Changes To Improve Your Bounce Rate
Have you recently boosted a post on Facebook or created a Google ad campaign? Your website's traffic is growing every day, but the mailbox is empty and no potential clients are calling? There is a high chance that your website might have a high bounce rate! Chances are you don't even know what bounce rate is.
So how to find out if your website has a high bounce rate?
Before we get into how and why to improve your bounce rate, let's look at how you can find out what bounce rate your website has. To be clear when I am saying "improve", I mean we will decrease the number of people bouncing from your website.
Get Google Analytics Tool, it's quite easy! Google Analytics is the most powerful analytics tool and it's for free!
- Sign in or Register a new Google Analytics Account, by clicking on the "Start for free" button.
- Next click "Sign Up" to create an account.
- Navigate to your Admin Settings and Copy tracking code.
- Now you need to add a tracking code to your website. (Don't worry, it's not hard).
- Just paste the code on every page before closing tags like this.
- Alternatively, you can post this code just after the opening tag.
- Video by WP Smackdown:
- Just paste the code on every page before closing tags like this.
What is Bounce Rate?
Bounce rate is the rate between your site visitors and visitors that "bounce" of your website, in other words, visitors that leave your website immediately after opening it, or even before it's loaded.
That means either your website fails to capture site visitors attention and/or your website is not attracting the right kind of customers who need your product or are interested in your services.
There might be bad external backlinks to your website that you can request a takedown of. How do you know where are these links coming from? Remember Google Analytics, yes it even shows your traffic numbers from external websites, social media, organic search, etc..
Now let's optimize your website!
Readability And Accessibility.
Most people will avoid your website if they open the main page and see a wall of text that no one is interested in. There are millions of other websites on the internet and certainly hundreds or maybe thousands that fall in the same category as yours. Why should your visitor choose your website over another? Don't give your visitors a reason to automatically dismiss you just because you want to tell them all about your business as soon as they enter your website.
There are a few great tools out there that can help you understand how readable is the content on your page. One of these tools is called Hemingway Editor. They even have a desktop app.
PointCyber might develop a similar app with additional functionality in the near future.
Page Load Speed
The main reason why the website bounce rating is high is the load time, especially on mobile devices. Hey, don't take my word for it, Google released a study on Mobile Page Speed Benchmarks In The Industry back in 2017.
The most shocking part to me was the bounce rate calculation!
Page load time increase in relation to bounce rate:
1s to 3s the probability of bounce increases 32%
1s to 5s the probability of bounce increases 90%
1s to 6s the probability of bounce increases 106%
1s to 10s the probability of bounce increases 123%
Calm down! This doesn't mean that if your page loads in 3 seconds your bounce rate will be 32%, no. It has a probability to increase by 32%. Let me give you an example if your page has 200 visitors and your bounce rate is 50%(100 visitors), 32% increase in bounce rate means that 132 instead of 100 of your visitors will bounce, statistically speaking.
Did you know that 79% of online shoppers will stay away from a slow page?
The golden acceptable standard load time is 1 to 3 seconds. So how to reduce your content load-time?
- Reduce content in your page
- Optimize your images (Tools: JPEGmini, OptiPNG, pngquant There are many more free and paid tools to optimize and edit your images).
- Reduce DOM elements, what do I mean by that? Reduce unnecessary HTML tags and blocks in your code and remove HTML comments, because the website still loads them.
- Minify your CSS and JS files.
- Use GZIP, ask your developer to make sure they are using gzip.
- Use Cloudflare for faster website load speed.
- Use Tools like GTmetrix to identify issues with your website speed and act on them (Make sure to create an account and change server region).
- Use HTTPS over HTTP.
- There are many more optimizations you could do, but these are the main ones.
Make sure your developer reduces your page size as much as they can and optimizes it for fast load times.
Go Easy With Pop-Ups, Widgets, And Advertisement!
From personal experience, I can say, if a website drops a huge popup as soon as I enter there is a 90% chance I will just look for another website. All of us want to make money, but let's not force your customers into doing something they weren't going to do in the first place.
Oversaturation of content in your website will divert visitors attention or just piss them off. The reason popups still exist is that they actually work and work very well as a conversion or lead generating tool, but they work very well as a bounce rate increase too.
Have Relevant Content!
We all have been there, searching for something online clicking on an article just to realize that the title doesn't match the content at all. Would you return to a website like that? It takes me a few bad experiences to start noticing the websites link and automatically avoid it.
This can be an issue with your advertisements too! If your ad is unclear people might click it just to see what is it about and quit right after reading the first 2 sentences.
A lot of websites have completely unrelated keywords or barely in the topic, your visitor might be looking for, I can guarantee you that 90% of the time they will leave fairly quickly.
- Target specific keywords someone who would be interested in your content is looking for.
- Use long-tail keywords like "How much does a website cost?" instead of "website cost" or even worse "website, cost".
- If you are using Google Ads, utilize their keyword functionality with these symbols ([keyword],*keyword*,*keyword, etc..).
Call To Action!
This is very important! Many pages have barely visible or worse, no Call To Action at all. Why is this important? What do you want your visitors to do? Buy your product, call you, email you? Well, how are they going to do it if you don't tell them clearly how to and where to do it "Hey, I will call you back if you press this button".
Whether it's a landing page or product page, please create a CLEAR call to action like "Call Us", "Call Me Back", "Get Quote", "Try it for free" and so many more. It could be a form offering to get additional information if they fill out their email address.
Figure out what you want your visitor to do and create your call to action around that.
Navigation And Smooth Experience!
I still sometimes see websites with terrible navigation and it is one of the biggest DIY website mistakes. Would you want to return to a website where you had spent 2 minutes looking for a page that should be easy to find? Probably no.
Keep your website simple, easy to navigate, remove unnecessary information.
Make Your Website Mobile-Friendly / Responsive!
I can't say this enough, a mobile version of your website is an absolute necessity! Consider this, in 2018 more than 50% of whole online traffic was from mobile devices. With this data available almost on every corner of the internet, I am surprised about the huge number of websites that are not optimized for mobile. No one wants to zoom in the website so they could read what's written, no one likes to drag their finger around the screen to find "contact us" page because navigation bar is outside the screen for mobile devices.
If your website is not optimized for mobile and you are surprised about high bounce and low conversion rates, don't be. Just get your developer or designer to work.
Sometimes you have to develop a different design so it looks good on a phone, DO IT! Most web agencies offer websites with mobile-friendly functionality as a standard nowadays. There are cases where it's hard to adjust site content to mobile and that might cost you a little extra for design and development, but it's worth it!