6 Proven Ways to Reduce Your Website Bounce Rate
- Wes McDowell
- July 18, 2018
Are you getting traffic to your site, only to have them bounce right off? I’ll show you how to reduce your bounce rate and keep way more of your site visitors right where you want them, and we’re starting right now.
Hey guys, Wes McDowell here for The Deep End and we post new videos here each and every week. So if you’re not subscribed yet, be sure to click the subscribe button and the little bell icon so you never miss out on a video you need to succeed online. And also be sure to get access to my free video mini course that will show you how to guarantee an amazing ROI on your website. Just click right up here for that. Okay, so a high bounce rate is not only a leading indicator to Google that maybe your site shouldn’t be shown to searchers, but it’s also a symptom of a bigger problem that you just aren’t connecting with your would be customers. So let’s start by defining what exactly a bounce rate is. Basically, it’s the overall percentage of people who visit your site then leave without clicking on any other pages.
So for instance, a bounce rate of 50 percent means that half of your traffic lands on your page then leaves. And to be fair, they may stay on that page for a long time and love what they see. Bounce rate doesn’t take any of that into account, but overall it’s considered a negative signal to Google. So it’s definitely worth paying attention to and there were a whole bunch of factors at play. So it’s hard to answer the question, what’s a good or bad bounce rate? However, I can tell you as a very general rule of thumb, you should try to shoot for a bounce rate under 40 percent. Now, if you get a lot of traffic from social or on mobile, your bounce rates will be higher than on desktop or from organic search traffic, but that 40 percent is still a good target to hit.
So let’s talk about some actionable things you can do to lower that bounce rate, not just to please Google, but to please the people that came to your site in the first place, your potential customers. So my first tip is to keep the scent a. think about what your site visitors clicked on to get to your site. Was it a Facebook ad or your listing in a Google search or a link to another website. Now ask yourself, how closely does your landing page deliver on the expectations that visitor had when they clicked? That’s what information sent is the message they clicked on should be mirrored back to them in the messaging they find on your site. You know, if they click on a Facebook ad with an offer for a free consultation, but then they just land on your homepage with no mention of that consultation.
The scent is off and they’re confused. Same thing that they clicked on your Google, you know, ideally the headline they clicked on should exactly match the headline on the page. Uh, this also goes for visuals. So if they click on an ad that uses one particular color image or style of image, and then what they see on your website is radically different from that they feel like something is off and that you know, maybe this isn’t what they were looking for after all. So the actionable item here is to look at your headlines and images on your important landing pages and also any corresponding text ads or links that people are clicking on to get to those pages. If there’s a disconnect, you’ll want to change either the ad or link or the content on the site itself. The closer to the match, the more your visitors will feel like they’re in the right place, making them stick around much longer.
Okay? My next tip is to make sure your site loads quickly. You know, according to Kissmetrics, 47 percent of people expect a page to load within two seconds while 40 percent abandon a website that takes longer than three seconds to load. So I want you to go to Google page speed insights and I’ll leave that link in the description below. Just do a simple test to see how fast your page loads on both mobile and desktop. And if you get a score below 70 on either there’s definitely room for improvement, uh, they’ll tell you what to focus on, but it can get technical. So you may need your developer to make those changes for you. Now, my next tip is in technical at all. It has to do with the messaging on your site. So I want to see if you pass the three second rule.
So just pretend you know nothing about your business and you’re going to your website for the very first time loaded up. And honestly ask yourself, is it immediately clear what you offered your customers within three seconds of seeing the headline? If not, you definitely run the risk of confusing your perspective customers. And as much as you’d like to think that they’re going to keep digging to find out, they probably won’t. They’ll just bounce and check out whoever’s next. This is where some really clear sales focused copywriting can work wonders for you. Uh, use your headline to simply say what you do, who you do it for. And what the benefit is to your customer, since the main thing that defines a bounce rate is whether or not people click around to more pages on your site. My next tip plays right into that, um, you need to make it clear where people should go next.
So first and foremost, have a super clear call to action on every single page that might be to schedule a free consultation or to make an appointment or to download a piece of content, whatever it is, style it as a button and make it stand out. But we know that only 10 to 20 percent of people will be ready to take that action when they first get to your site. So what about the other 80 percent? You know, you want to give them options to go to whatever content interests them, the most, uh, so have very clear links in your navigation. Some people may be very interested in reading about pricing. Others may want to read more about case studies or testimonials. So don’t make them hunt around for any of it. Um, I also really recommend putting those links throughout your site, wherever it makes sense, and we call those in context links.
The main idea is it encouraged people who aren’t ready to become a customer to at least choose their own adventure and get to whatever information they need to make that decision. Now, I want to talk about one of my favorite ways to combat a high bounce rate. And that is a well-placed video. Uh, the right video can help you in a few ways, including keeping people on your site much longer than if you didn’t use the video at all. Uh, you know, time on page is another powerful signal that Google uses to determine if your page should show up in a search. So when you use a video that explains what you offer, how it benefits your customer, and you close it out with these very specific call to action of where they should click next. Not only will that seriously cut into your bounce rate, but people will be much more primed to take the next step, like to call you or make an appointment.
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