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Stefanie Kir
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Silent but deadly.
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Simple Strategies to Improve Your Bounce Rate

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Pouring attention into your SEO strategy is one thing; any business wants to top their field with a first-place position on the search engine results page. However, if you don’t focus the same amount of energy keeping your audience on your page once they’ve clicked, your SEO efforts have gone to waste. If a user clicks your organic search engine listing only to find a badly designed page that’s devoid of relevant content, do you really expect them to stick around?

You may have noticed the ‘bounce rate’ metric on your Google Analytics dashboard, which indicates the number of users who viewed one page – and one page only – of your site. A high bounce rate indicates that, for whatever reason, users are clicking away without seeing what else you have to offer.

This can be a problem and it could indicate a few things, from irrelevant content, poor UX and design, or slow site loading speed. It’s often bad news; users who leave the page straight away certainly aren’t high quality traffic who will convert into customers. If the user doesn’t find what they’re looking for, they’re sure to click away.

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Why lower your bounce rate?

Seeing a smaller number in the bounce rate category is great for your business.

A low bounce rate can mean many things, from users being more engaged with your content to more money-making conversions. Users who click through to other pages are more likely to have a more positive image of your brand and to remember your name in the future.

Look through Google Analytics to see which of your posts have performed best in the past and write according to the formula.

Get them clicking with captivating content

Compelling content is always key – after all, it’s the whole reason a user visits you. When they’re able to find the information they want straight away, they’ll be more likely to click onto other pages to see what else you have to offer.

Say you have a blog and your aim is to gain loyal repeat readers. You would prefer that, after the user has read one of your posts, they take a look at your other articles as well. Include a list of related posts along the sidebar and put some links at the bottom of the post. That way, when they finish reading, they’ll instantly have something fresh to click onto.

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An elegant user experience will give them more time to convert

Also, think about how your site is going to look. You don’t have to invest in the latest cutting-edge design trends to see the benefits either. Simply by thinking about your user’s intention, you can plan a layout that will simplify their path through your site.

  • Create intuitive menus with simple, easy-to-read labels
  • Don’t overcrowd your page with ads and columns
  • Include internal linking within the copy itself to direct people to related posts

Make it load: How site speed affects your readership

No one wants to wait around for a webpage to load; serving users your content quickly could be just the ticket to keeping their attention longer.

Simply by investing some time in improving the server speed and the coding of your site, you’ll be able to create a fast-loading site experience that answers your users’ questions. If your site is too slow, they’re sure to click away.

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When is a high bounce rate not such a bad thing?

Sometimes, you may have different goals for your website – in other words, you may not even want the user to stick around and explore. Perhaps you’re a plumber and have listed your mobile number on the homepage. If you have a high number of phone calls, a high bounce rate isn’t something to worry about.

Or maybe your landing page is designed just to get people to enter their email address. When they have done this, their time on the site is complete. They’ll receive your high-quality newsletter content in their inbox but, for now, there is no reason for them to stay.

In other words, taking note of your goals – and of the way you get conversions – is essential when interpreting the bounce rate statistic.

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By Stefanie Kir


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