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6 Simple Ideas To Decrease Your Website’s Bounce Rate

Thousands of new visitors are coming to your website each month, but your bounce rate is more than 60%. You’re losing hundreds of potential leads and customers each day. If you could just decrease your bounce rate, your website’s conversion rate would sky rocket.

So, why are people bouncing from your site? And, more importantly, what can you do to fix it?

 

Why Your Bounce Rate is High

Why are visitors leaving your site after only one page view?

Most often, visitors didn’t find what they were expecting. This could be related to your site design, content or calls to action. In order to fix your bounce rate, you’re going to have to do a better job at giving visitors what they want.

 

How to Decrease Your Bounce Rate

Let’s take a look at common tactics that will help you keep – and convert – more visitors.

 

1. Speak plainly. Marketers have a bad habit of confusing customers with overly-complex language. Potential customers want to know: What is this? How does it help me? How much does it cost?

Fancy, esoteric headlines do nothing to help the customer. Instead, write in simple, plain language.

  • Don’t write: “Transform the way you do business.”
  • Do write: “A simple way to store all your data in one place. Then, easily build reports and dashboards.”

Don’t confuse visitors by trying to be too cute. In the clearest terms possible, tell them what they need to know.

Tip: Use Hemingway app to make sure your writing is clear and readable.

 

2. Have a clear and specific call to action. What does your customer need to do next? Visitors need explicit, clear instructions. That could be downloading an ebook, signing up for a free trial or requesting a sales demo.

Regardless, make sure each page has a call to action that:

  • Is visible throughout your page
  • Is distinct and easy to find
  • Has clear language. Don’t use “click here.” Use “Get the 7 Sales Tips Ebook.”

Finally, make sure there is only a simple call to action. You don’t want to confuse the visitor with multiple offers and different instructions.

 

3. Make sure each page matches the referral offer. Your site needs to give visitors what they were promised. If traffic is coming into your site from an ad program, retargeting campaign or email newsletter, you most likely offered the visitor something specific. Make sure that offer is available on the page.

For example, if you offered the visitor an ebook or white paper, make sure the user can immediately download that piece of content.

 

4. Stop sending bad traffic. Some traffic sources just won’t be a good fit for your products. Visitors from these sources will consistently have a high bounce rate, even if you are following best practices.

Stop sending that traffic to your website. If the traffic is from an ad campaign, stop using that ad network. Instead, focus your efforts on attracting traffic that converts.

 

5. Make sure each visitor can find what they need. Have different buyer personas coming to your site? Do people from different industries or job titles visit your site? If so, you need to bring the right content to them.

For example, a Vice President from a F500 company might be looking for a buyer’s guide. A manager from a small business might be need information on how to implement your product. (Hopefully, you’ve already researched your buyer personas and have the right content mapped to each persona.)

Many websites that deal with different buyer personas force visitors to search their website in order to find the information they need. Forcing users to do their own legwork to find the right content is a foolproof way to get them to leave your site.

Whenever possible, identify the visitor’s buyer persona and show them the information they’ll need. Don’t force them to browse multiple pages – or search – to find what they need.

 

6. You need an attractive website design. If your site design isn’t clean and attractive, many users will be skeptical of your website. That’s a surefire way to a high bounce rate.

Use services like UsersThink.com to test your website design and validate that visitors trust it.

You should also make sure your site looks good on desktop, tablet and mobile devices. If you haven’t yet, now’s the time to work with your design team to implement responsive design.

Need evidence to convince the team about responsive design? Voices.com saw a 65 percent increase in conversion rate after implementing responsive design.

 

Wrapping Up

When working to improve your bounce rate, it’s important to consider the goals for each specific page. Have a high bounce rate on almost every page? You may have a universal problem on all pages, something such as your website design or overly-complex language. Have a problem with specific pages? You may need to work on your calls to action or by surfacing the right content based on the visitor persona.

Think about what type of change could have the best impact on your bounce rate and get started. Good luck!

 

 

 

 

 

 

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Adam Steinberg

Adam is a co-founder of Transpose