With many companies and brands vying for online visibility, engagement is always the best path to success. But what if you get a lot of visitors, only for them to leave without any interaction?
Strategies to reduce bounce rates are a great way to make the most of the traffic you receive online and convert more potential customers. That is why we have prepared an article with everything you need to know to get started.
To better understand what a rate of return is, a simple example can be used to illustrate the concept. First of all, imagine that you have a physical store on a busy street. Many people pass by the store every day.
Some of them see your products from the outside and show interest in them. A percentage of them decide to go in, but a good part of them stop at the front door, look around, make strange faces and leave. Why?
This is the central question of any strategy to reduce the bounce rate. This can be defined as the percentage of visitors who visit a website and then leave it without visiting any other page.
As the above example made clear, “bounced” visitors are a missed opportunity. These are visitors who have come to your site after a long (and sometimes expensive) digital journey, but have left without any interaction.
When it comes to digital marketing, engagement is much more important than raw numbers. A million visitors a day is meaningless if it doesn't lead to a single conversion, and you won't be able to if they leave.
If you can make a flawless first impression, you can make them stay. These users feel the need to explore your website, your content and your brand. And with each new page they visit, they are one step closer to conversion.
Not only that, but it also gives users more time to get acquainted with you. Users who stay on your site longer tend to return regularly. This becomes a habit, which leads to sales, brand awareness, and loyalty.
From the above, it can be stated that efforts to reduce the bounce rate will be beneficial. But what can you do to improve these figures?
First, you have to set expectations. How do your current numbers compare to other successful websites? What bounce rate level can you target? It is advisable to check the bounce rate in the analysis tool you use and evaluate based on that level.
- Above 80%: There is a serious retention problem.
- Between 70% and 80%: Site performance is declining and should be reviewed.
- Between 50% and 70%: This is the average performance of most websites.
- Bounce rate less than 20%: There may be a tracking issue, and you should check your analytics tool.
70% of visitors leaving immediately may seem like a bad thing, but it's not. Attracting 30% of traffic is more than most traditional marketing strategies can achieve on a big budget.
Let's go back to the example at the beginning of this section. A person walks into your store, takes a look and leaves. You have to ask yourself what scared them. Is it because of the store layout? Mismatch between expectations and reality? Are you attracting the wrong audience?
The answers to each of these questions should give you an idea of what you need to do to improve your bounce rate. Therefore, it is important to know the buyer personas and develop strategies based on them.
All of the above questions should lead your team to find elements, tools, and processes that improve the site's user experience (UX) .
A good UX starts with a fast and structured website, but it doesn't end there. UX is the sum of visual elements, information, and interactions that meet and exceed specific expectations.
Once again, learn from your potential buyers. What are buyers looking for when they enter your website? How can we guide them positively and surprise them? Perhaps all that is needed to make the page more attractive is a redesign.
With the evolution of technology, there is an increasing variety of screen sizes, input methods and capabilities of the devices that access your website.
Many bounce events occur when a user logs in but cannot easily navigate or even view some of the information. A responsive site is built to accommodate any of those variants, making sure you don't lose visitors over a simple problem like that.
One of the challenges companies face when trying to reduce bounce rate is predicting the entry points to the site. No matter how perfect your website is, it does no good if a large number of visitors land on blog posts that are not optimized to increase engagement.
Landing pages are a great solution for this. They are specifically designed to act as an optimal entry point, with an attractive design and a call to action. Think about the opportunities to create more of them and how you can adapt your marketing strategy to drive traffic.
Humans are visual beings. An attractive, easy-to-read image or photo can grab a potential customer's attention faster than any text. Invest more in visuals and connect them to the next step you want your prospects to take.
Content is always a good way to keep people on your site. Useful articles and relevant data will always deserve longer and more meaningful contact with your brand.
But content pieces by themselves are not enough. Your potential customers may find them excellent, and still walk away. So it's time to really invest in content marketing, with a connection between topics, a better SEO effort and a consistent link building strategy.
High bounce rates (when calculated correctly) are often symptoms of deeper issues, such as user experience issues or poor strategy. These are the things you should be worrying about.