Bounce rate is the percentage of visitors leaving website going no further than the page they entered.
Bringing traffic to your website takes lots of effort. So once they are on the site, don’t do anything that cause distraction to make them leave without take desired action.
Commercial websites need to understand the importance of having less bounce rate to engage and convert visitors better to make their business profitable.
High bounce rate may not always be a bad sign– especially if your site is an ‘informative’ one and the ‘time on site’ is high, it makes sense to have high bounce rate. But for commercial sites it is almost always good to have bounce rate under control.
Tips to Reduce Bounce Rate:
Here are few tips to reduce bounce rate and engage visitors better.
Tip # 1. Target Relevant Keywords
Only target the keywords which are relevant and are within the scope of your website. There is no point in bringing irrelevant traffic to the site.
Tip # 2. Clear Message and Call to Action
Your message should be clear. Any type of confusion in understanding your message may result in higher bounce rate. Have a clearly displayed call to action button.
Tip # 3. Provide Quality Content
Landing pages should contain relevant and well-categorized content to keep visitors on site. Content should be easily readable as well.
Tip # 4. Have Clear Navigation
A clear and smoother navigation helps both visitors and search engines crawl and understand the website better and deeper. If your website is big enough, think about adding a sitemap to help visitors navigate better.
Tip # 5. Suggesting Similar Posts to Engage
To keep visitor engaged, display links to similar or top pages/posts. Also, provide links to similar posts from within the content where it makes sense.
Tip # 6. Multi-Channel and Multiple-Device Websites
Have a ‘responsive’ website design, i.e. make sure the site is compatible with all browsers and devices including desktops, laptops, smart phones and tablets etc.
Tip # 7. Improve website speed
Improve loading speed of your website. It has become more important with the popularity of mobile devices. Slow sites may repel many potential customers quickly.
Tip # 8. Strategic Use of Ad Placement
Ads placed too close to the navigation or that look very similar to the site content may result in increased bounce rate. Better to keep ads at an optimal distance from your actual website content. Avoid popups.
Tip # 9. Limited Use of Third-Party Plugins
Minimize the use of third-part plugins as they reduce the speed of your site. Excessive use of banners, popups, embedded media and advertisements is a big NO-NO as that annoys visitors.
Tip # 10. Analyse and adjust
Analyse website statistics and adjust accordingly to engage visitors more and reduce bounce rate.
Other than these factors, pay attention to color contrast, optimize not just for the keyword but also for the intent and check your backlink profile regularly.