3 Tips for Improving Bounce Rate and Conversions


September 1, 2015 By

Chris Lau

Most people or businesses that track their website’s success have probably heard about their website’s ‘bounce rate’. The bounce rate measures the percentage of visitors who clicked away from your website (back to search or to another website) after they first landed on a page. When you have a high bounce rate and customers ‘click and go’, search engines begin to look at your content’s quality as questionable and your rankings can suffer.

So what can you do to improve your bounce rate, retain customers and get more conversions?

Understand Your Users Attention Span

According to the latest studies, the human attention span is now eight seconds.

That’s right… Your website will lose your visitor’s focus after about eight seconds. In order to optimize your website for a lower bounce rate, you have to keep this in the forefront of every decision you make for your website.

For each section of your website, break down how long it takes you to find what you’re looking for and how long it takes you to figure out what to do after you’ve found it. For example, if you are a bicycle shop and looking for gears, does it take you less than eight seconds to find the gears from your homepage? Do you have an easy to find call-to-action for purchasing the gears?

In both cases, if it takes you more than eight seconds, your website is in trouble.

Create Engaging Pages

In order to counter the eight-second attention span of your visitors, use engagement objects such as:

  • Embedded videos - These videos will keep visitors on the page longer and give them valuable information without exhausting too much brainpower.

  • Pictures and images – Images draw the eye in and keeps it moving down the page. Even dull information can be exciting to digest with the help of interesting graphics.

  • Polls and Testimonials - Most Internet users love to express their opinion. Polls and testimonials can also help you gather real-time feedback on your business and website.

Engagement objects work well on almost any website. Every type of business can benefit from a video and images on their site. Standing out from your competition is also easy with these content pieces.

Ensure Your Site Runs Smoothly

One of the major impacts on bounce rate is your site’s performance, and the biggest issue there would be page load times. Your visitors are incredibly impatient, and if your content isn’t almost immediately accessible, they are likely to click away.

Server configuration, HTML structure and external resources (like media files and JavaScript) can all seriously influence page-loading times. If your website is loading slowly, you need to diagnose the problem and fix it as soon as possible.

More technical issues that could be causing bounces could include 404 errors, broken external links, 302 errors and more. Make sure your website has all of the bugs worked out so that your visitors don’t have any superficial reason to leave your site early.

Conclusion

While these issues don’t cover all of the reasons that visitors might click out of your website, they are good places to start looking to assess what needs to be done to your website.

Bounce rate is only one search engine optimization tactic that search engines use to rank your pages, but it is a simple, useful indicator to help you evaluate your website’s performance. Work to continuously drive your bounce rate down and you’ll see your conversions start to rise.

For help enhancing your website performance and engaging your visitors, contact Sales & Marketing Technologies today.

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