Analytics programs can track nearly every action taking place on your website. From where people were referred to your site online to how long someone remains on a specific page, you’ve got a lot of tools to determine what your website is accomplishing and what it isn’t.
The website bounce rate is the number of visitors arriving on your site and exiting it quickly without ever visiting another page. To me, your bounce rate is one of the most important website stats to work on. Keep in mind throughout this article, people will click on your website by mistake and those aren’t the people to worry about. Factor them in when you look at your website stats. Most often, the bounce rate conveys the kind of first impression you’re making. Engaging the visitor right from the start is your goal.
If your website’s bounce rate is high, you’ve got things to improve. People could leave your page for a variety of reasons. Maybe you don’t have a mobile site and your site isn’t compatible with a smartphone. They might not have seen anything they found interesting. Also, not having regularly updated content could be a factor. Start working with your web developer and team to improve certain aspects of the site and see what is effective.
Your message should be blatantly obvious.
Often, with first-time visitors you get one shot to impress them or answer their questions. If you can’t or won’t do it easily, they’ll go elsewhere. One of the highest causes of a high bounce rate is visitor confusion. They won’t go on a treasure hunt through your navigation and pages to find the most pertinent information about your company. This doesn’t mean your homepage should be cluttered and packed with all of your information, but certainly the most important and identifying information should be located here.
Your site’s purpose for existence should be immediately clear in both its design and content. If you’re a home builder, a unique visitor shouldn’t leave your site thinking you’re a residential roofer. People should have an adequate understanding of your company and product from the homepage and that will drive traffic to feature pages. Feature pages are great to supply additional and technical information on the product. The content on your homepage should guide your reader through the experience of your website. Don’t be vague. Be specific and concise in your language. Instead of a “Learn more” tab, be more descriptive. Invite visitors to “See our product’s features” instead.
Review browser compatibility.
Sometimes a high bounce rate has nothing to do with your content’s quality. A high bounce rate can indicate your site might not function completely for all of your visitors. People are clicking on portions of your site and unable to view the information they need. Because of the way different websites are designed, they can appear one way in one browser and completely different in another. To determine if this is your issue, try opening your site in Safari, Google Chrome, Firefox and on your smartphone.
Don’t annoy your visitors.
If people reach your site and are overwhelmed by popup ads, banners or automatically loading chat windows (even if it’s for contacting your support staff), your bounce rate will be high. Before your visitor even had a chance to settle in and determine what they want to know from your site, you’re scaring them away. To determine if this is the issue, the only test is gutting possibly annoying properties from your site and seeing what happens to your bounce rate over a period of time.
Improve your page load time.
Your site speed can be a huge factor in your bounce rate. If people can go elsewhere in the time it takes your site to load, you’ve lost them. Sometimes your site speed will be affected by their Internet connection, but it’s always a good idea to make sure your site isn’t the cause of the speed issue. Packing your page with visual elements could be the cause of the problem.
If you’re having a bounce rate issue, WebRevelation can help. WebRevelation is a full-service custom web design and web application development firm specializing in creating websites that fulfill any specific functionality and that can be easily operated and updated by the client.