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What is bounce rate and how to reduce it

posted on Wednesday 16th May, 2018


As defined by Google, a bounce is a single-page session on your site. So when a visitor lands on your website and leaves it without visiting other pages of your website, the bounce rate will grow. So, obviously, having a high bounce rate is not good. If you have a high bounce rate, it means that you have had many single-page visits, which indicates that the pages your visitors have landed on are not relevant to the visitors. This all means that your website does not attract the right visitors. So, you need to see a high bounce rate as a symptom and here are some tips on what you need to work on in order to reduce it.

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Organize your landing page

Your visitors’ user journey starts when they land on your website. So, your landing page needs to be well organized and clear. It needs to provide relevant information in order to be effective. Obviously, your homepage won’t explain your whole range of products and services in much detail. So, try to identify the high-value keywords and create landing pages based on that. Try to use these keywords to direct people searching for a particular service you are offering straight to the page describing this service.

Additionally, your page layout and structure need to lead the visitors straight to the answers to their questions. For example, once they have learned about your services, make it as easy as possible for them to find your phone number.

Improve your content

Content is king. So even if you’ve done everything to make your website visually intuitive, your bounce rate might still be high. Why? Well, it clearly indicates that your content is not readable. Make your content easy-to-read and fluid. Try to avoid too wordy, thick paragraphs. Remember the KISS principle and keep it simple, stupid. You do not want your readers to look for certain information for ages, make sure this information finds them immediately. Here are some tips for creating a great content.

Target relevant keywords

I have mentioned the importance of relevant keywords already. As a first step, you need to identify high-value keywords. So apart from being clear, your content needs to be targeting the right keywords. For example, our client, J3 Building Solutions needed help with SEO rankings and bounce rate and when analyzing the website visits and searched terms, we identified ‘commercial builder newcastle’ as the one with a large number of monthly searches and managed to get the client ranked 1st for that keyword.

Craft a clear and engaging call-to-action

Call to action buttons on your website need to be visible and compelling. Depending on your business goals, your call to action buttons may vary – they might be ‘Sign up for trial’, ‘Request quote’ or similar and jour job here is to help your visitors notice them easily. If your call to action buttons stand out, a bounce rate is likely to get lower.

Conclusion

So, though you might not like having a high bounce rate, try to look at it as a symptom that something is not right with your website. After identifying the pages with the highest bounce rate, you can analyze and fix them. It takes time, but it is possible. If you cannot do it yourself, contact us and we’ll help!

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