4 Ways to Reduce Bounce Rate.
Emma is an Online Marketing manager.
Emma had a problem. She’d invested lots of time, money and resources into creating a great website. Her online marketing efforts were generating plenty of traffic. Unfortunately, those visitors weren’t sticking around. In other words, Emma’s “Bounce Rate” was too high. She needed to figure out what the problem was and fix it before she lost too much more of her investment.
There are many reasons a site could have a higher bounce rate. Typically speaking, it’s a sign that users are either unable to easily find what they’re looking for or the page itself isn’t user-friendly. Thankfully there are certain things that Emma can do to help keep visitors on her site longer and improve the chances of converting them. Here are three of those things.
Target the right Audience
First, Emma should make sure she’s targeting the right audience. If the wrong visitors are coming to the site, they will likely bounce. Making improvements to the website itself won’t do much to change the results. If you qualify your traffic you are more likely to convert that traffic. To ensure she’s reaching the right prospects, Emma can put in place several strategies, such as:
Defining buying personas and developing content that speaks to them
- Using the right keywords to attract her ideal customers
- Leveraging negative keywords to weed out unqualified leads
- Writing powerful, relevant meta descriptions to improve search engine ranking
- Create multiple ad versions, landing pages, containing unique targeted content for different audiences
- A/B testing ads and landing pages will optimize performance
Enhance Usability and User Experience
Once Emma has taken the necessary steps to improve the quality of traffic coming to her site, the next strategy she can implement to reduce bounce rate is to enhance her site’s usability. The areas where she should focus her efforts on improving her site’s user-friendliness include:
- Using a layout that delivers quick, easy navigation
- Making content more organized and readable
- Including an easy-to-find “Search” feature
- Utilizing responsive design for optimal user experience across all platforms, browsers and devices
- Speeding up page load
Leverage Google AMP
One tool that Emma can use to accomplish all of these objectives in one shot is Google’s new Accelerated Mobile Pages, aka AMP. AMP will allow her to create mobile-optimized content that loads instantly on all devices. AMP delivers the best possible mobile experience to her users.
AMP your first page for Free:
Content you would want
Finally, if Emma wants her web visitors to stick around on her site longer, she needs to give them good reason to do so by providing high quality, engaging content. Great website content typically contains certain key elements and characteristics. For instance,
- Clear, compelling message
- Well-organized into readable format (headings, bullet points, subheadings, etc.)
- Tailored content for intended visitors
- Well-placed, relevant images
- Powerful and clear calls to action
- Obvious links to next steps
All of these changes should make it easier for visitors to Emma’s site to find exactly what they’re looking for quickly, regardless of which device they’re browsing on. It’ll also make the experience of spending time on her site a more pleasant one. The more satisfied Emma’s visitors are, the longer they’ll stay on her site and the more likely they’ll be to convert into paying customers.
Want to learn more about how you can achieve lightning-fast page load, higher engagement, and lower bounce rate, instantly?