We talk about it all the time in the digital world, but bounce rates are the difference between a healthy website, and a dying one; keeping your bounce rate low, and your traffic high is the winning combination.
But, what do we mean when we talk about a bounce rate? A bounce rate means the number of people who visit your site and immediately leave after only viewing one page. This could be any page; from your Home page, to your About Us page or those lucky enough to navigate directly to the Contact Us page, and gives us a vital, albeit fleeting, idea of how your website is performing.
Bounce rates are important because, to cut a potentially long story short (which could be another blog all by itself!), if people are leaving your site after landing on one page, something is wrong with it! And if something is wrong with your website, your sales will inevitably suffer.
When it comes to bounce rates, it’s not just your sales that will suffer, it’s your online reputation, and your Google ranking too.
Google’s really clever (obviously) and has determined that the longer visitors stay on a website, the more valuable the website is, which pushes it further up the rankings; and we all want to be number one on Google organic searches, right!?
The further up you are, the more traffic you’ll get, and the more sales you make; the more people will talk about you, and the better your reputation and brand profile… it all goes hand-in-hand.
Of course, not everyone who lands on your website is going want your specific product or service – you simply can’t appeal to everyone – but, for those that are looking for what you’re offering, or those you’re targeting, keeping them engaged is really important, and your website should do this.
In essence, engaged visitors = sales.
The average bounce rate, according to Mashable’s article ‘bounce rate metrics’ is about 50%, meaning that half of the people who land on your website will very quickly leave. Anything less than that is a triumph, and anything more… well, that’s when you should start thinking about a change!
So, by now you’re probably wondering how exactly you lower your bounce rate; keeping your visitors interested in your brand, and increasing sales. Lucky, we have some handy hints & tips for you…
Be direct and precise in your content: if your visitors can’t find the information they’re looking for within a few seconds, they’ll bounce off and go straight to the next website on the search results. Don’t be afraid to be direct and precise in your content; your visitors need to know what you do, and how it will benefit them. They don’t need to scroll through reams of text about how your business is run in order to find it.
Stand out and look good: never underestimate the power of beautiful, efficient web design. If your website looks great, and has a simple, logical menu at the top or the side of each page, visitors are more likely to stay… image is [almost] everything! Visitors aren’t going to stick to a website that’s devoid of colour, and doesn’t really take them anywhere.
Call your visitors to action: all your pages need to have a prominent, logical call to action – a hyperlink or button that makes your visitors do something after they’ve read all about what you have to offer them; “contact us today”, “download your free copy” or “start your journey” are some great ideas for calls to action. Your calls to action must also be relevant to your page. There’s no use having a big “download your free copy” button at the end of a page which talks about buying furniture, for example.
Be social: we talk about it all the time; social media is an ideal tool for a lot of really effective digital marketing techniques: SEO, content marketing, and profile building being only a few. Social media is a great way to engage your ideal audience; your existing customers, as well as new ones. It gets people talking about your business, clicking through to specific pages, and sharing your messages.
So, there you have it. Everything you need to know about bounce rates and how to lower them in one handy, interesting, and rather lovely blog.
Bounce rates aren’t just digital marketing jargon backed up by a load of funny numbers – they’re real, they’re tangible, and they give you a generic insight into how your website is performing; they effect SEO, are closely linked to content marketing and social media, and ensure you stay on top form.
Don’t ignore a high bounce rate – it could be the beginning of the end…
Talk to us in more detail about how we can help you lower your bounce rate.
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