Six Ways to Reduce Your Website’s Bounce Rate
If you have a good website, great products, catchy content, and yet you still have a high bounce rate, then you have a problem.
If you are one of those store owners who wonders why your customers made it to the end of your sales funnel without actually taking that final step to checkout, or why they’re clicking the back button after viewing a page or even why they’re heading off to another website after browsing your store, you are not alone.
Recent statistics show that the average bounce rate for ecommerce stores is as high as 45.68%! By reducing your own bounce rate, not only will you increase customer engagement, but you’ll also boost your sales and SEO too.
What Is Bounce Rate?
Google defines a “bounce” as “a single-page session on your site.” In other words, when a visitor clicks into your website and then leaves without doing anything else. So, a “bounce rate” is the total number of people who figuratively walk into your store and then promptly leave without even taking a walk around.
Now we’ve clarified that, here are some tips to reduce your bounce rate.
Tip #1: Optimize Above-the-Fold Content
Initially, the newspaper industry coined the phrase “above the fold” to describe the content that’s visible on the top part of a folded newspaper. However, when applied to websites, “above the fold” refers to the top part of your web pages that visitors see without having to scroll down.
What shoppers first see when they land on your website is important. It plays a huge part in determining whether they click away or continue browsing other parts of your website.
In fact, the average time a visitor spends on a homepage is just 15 seconds. That’s why it’s essential that you place your best content “above the fold,” where it’s easy for them to see.
That being said, it can be challenging for website owners to determine where the “fold” actually is because it varies depending on the devices visitors use to access your content. Different types of devices like computer screens, monitors, smartphones, tablets, etc., have varying screen sizes. However, most web designers agree that the fold line sits around 600 pixels tall and 1,000 pixels wide.
Extra Tip: Check your website’s analytics for more information about how your visitors are accessing your content. Are the majority of them browsing from one kind of device (like a smartphone)? If so, it might be worth optimizing your fold line to suit the majority.
Tip #2: Make Your Webpages Scanable
Evidence shows that 79% of people scan a webpage rather than read it fully. So, if most people are doing this, why not cater to this habit by creating easy-to-read pages that are enjoyable to look at, too? Web pages that are optimized for “scanners” works both in your visitors’ favor as well as your own.
Tip #3: Use More Images On Your Site
We’ve already touched on the importance of using strong imagery on your homepage above-the-fold, however, it’s equally important to use the right images throughout your website to keep visitors engaged for longer.
Images aren’t just there to make your website look pretty—they’re another means of illustrating important ideas, highlighting calls-to-action, showcasing products, and providing crucial information and/or education for your customers.
Tip #4: Upload Video Content
Uploading good-quality, fun, informative and engaging video content is one of the best ways to keep visitors on your pages for longer. For best results, place a video above the fold!
Video marketing has long been a popular and successful way for brands to engage with customers:
- 87% of video marketers say they’ve seen an increase in website traffic due to video
- 81% of video marketers say video increases the time people spend on their website
- Consumers spend 2.6x more time on a webpage if it has a video on it
- If a consumer has a good experience with a site’s video content, it can increase brand awareness by 139% and increase your customer’s purchasing intent by 97%
- Adding video content can reduce your bounce rate by up to 34%
Tip #5: Minimize Pop-Ups (Unless Absolutely Necessary)
There are advantages and disadvantages to using pop-ups on your website.
In some instances, they can work. For example, they’re effective at:
- Drawing attention to special offers that you can’t fit in above-the-fold
- Advertising upcoming sales
- Encouraging visitors to sign up to your newsletter
That being said, pop-ups can also contribute to your bounce rate. Why? Because recent research shows that almost 70% of consumers find pop-up ads both intrusive and annoying. So, if you do use pop-ups, ensure that they’re well-designed and as discreet as you can make them.
Tip #6: Target the Right Keywords
Optimizing your site for the right keywords plays an important role in your site’s overall bounce rate. If you’re targeting keywords that are loosely related to your content or are pretty unrelated, then when searchers arrive at your site they’ll realize the content isn’t what they’re looking for, and they’ll click away.
So, one of the best ways to reduce your bounce rate is to target the right keywords for the kind of content that you have on your webpages. This might mean that you have to target keywords with lower search volumes but it’ll be worth it in the end when the traffic that’s coming to you is highly relevant.
This means that you should focus on targeting long-tail keywords because they’re more specific rather than short-tail keywords which are usually more generic. You might also want to target high purchase-intent or high information-intent keywords so that you’re more likely to attract more “serious” visitors who are looking for something rather than just browsing.