If they stick around, they might buy something

While the time we spend surfing the internet is lenghty, on a specific website it is not very long. According to Nielsen Norman Groupusers often leave web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer”.

Hold potential client’s attention long enough, and you boost your conversion rate and earn more business. If you don’t, then you might just be boosting your bounce rate.

What is a “Bounce Rate”?

What exactly is the bounce rate? Is is defined as the percentage of visitors who turn around at the first page they see on your website and who leave your site without ever seeing additional pages. Specifically within Google Analytics, the most common tool used to measure website performance, it’s a user session that exits the entry page without triggering any further reporting –  no other pages and no additional clicks on the site.

Oftentimes, the user didn’t find the information they wanted on that website, and then immediately go back to the Google search page. A higher bounce rate indicates that you were not able to convince the user to stay and learn more or act on your call-to-action, i.e. submit a request, sign up for more info, etc. Learn more about conversions in our previous post.

What is considered a “Bounce”?

A visitor can bounce from your site by clicking on a link to a different website, clicking the back button to leave your website, closing the open window/tab, typing a new URL, or due to a session time out ( potentially caused by web hosting errors).

What is a good Bounce Rate?

So, according to industry benchmarks from optinmonster.com here’s the range of bounce rates they see:

80%+ is very bad
70 – 80% is poor
50 – 70% is average
30 – 50% is excellent
20% or below is likely a tracking error (due to duplicate analytics code, incorrect implementation of events tracking, third-party addons such as live chat plugins). It could be too good!

In 2019, PioneerMedia decreased the bounce rate for their client by an average of 22%. One shining example is a meat retailer that saw their bounce rate drop from 68.8% (in 2018) to 30.4% (in 2019) — a reduction of 55%.

But, bounce rate varies across industries and the type of content the website has. Take a look at the chart below to see an average bounce rate by industry:

If you have a higher than average bounce rate, then it could be caused by one of the many reasons such as slow load time, poor navigation, bad design, poor usability, lacking a clear call-to-action, etc. Remember, our website visitors are human beings, their behaviors are highly variable. As users rush through web pages, they have time to read only a quarter of the text on the pages they actually visit.

How to Reduce Your Website Bounce Rate?

First, identifying and fixing the problems with your landing pages can fix your high bounce rate problem. PionnerMedia reviews the top pages with the highest bounce rates. You can do this by going to Google Analytics and clicking on Behavior » Site Content » Landing Pages. Knowing the top pages will help you prioritize identifying the problem areas and fixing them.

Them you can reduce bounce rate and improve conversions for your page, we show you some ideas that offer neilpatel.com and Nielsen Norman Group:

  1. Improve Your Content’s Readability: Avoid large chunks of text, that scare readers away. Your content have to be readable and legible. Also take care with the format, there are blogs with great content and lousy formatting. A good tip is to make the headline big and bold. Then, subheadings and bullet points can make the article easier to read.
  2. 2. Optimize Your Call of Action Placement: You want every site visitor to convert to a customer, or at least to think about it. Most users decide whether or not they like a website in the first couple of seconds. Test different call-to-action (CTA) offers, placements and designs. Don’t make users search for how to work with you.
  3. Improve Your Website’s Speed: Don’t want waste users’ time showing them a blank page loading scripts and downloading content. Using tools like Pingdom and Google’s PageSpeed Insights, you can optimize every page on your site.
  4. Use Videos To Engage Your Audience: Videos are highly engaging and grab attention more than text or even images. They can siginifcantly boost conversions. You can use a fullscreen video as a background, or add it next to your call of action.
  5. Use High-Quality Images to Captivate User Attention: Images are another effective tool that you can use to decrease your bounce rate. High-quality photographs as fullscreen backgrounds is very effective. Companies like Google that were famous for their plain white background and minimalistic layouts are now using high-quality images on their landing pages.
  6. Showcase Your Customers, Let Them Speak for You: A tiny little testimonials slider, showing a quote from one customer at a time, can also boost conversion rates. While it can help, you can make it a lot more effective by converting your testimonials into success stories with actual storytelling elements like audio, video ad illustrations to showcase your clients. People love success stories.

Take care of the customer experience, increase your conversions by decreasing your bounce rate and keeping your customer’s attention.