Every website owner has faced issues of high bounce rates and knows that this issue needs to be fixed. Ever since websites were introduced and have become a way of life, shoppers like the convenience. Businesses use methods like emails, ads, and social media to promote their brand. Even well-known brands suffer from high bounce rates.
Defining bounce rate
It happens when users visit your site from another source and don’t go beyond the landing page. They exit using the back button and there is no checking of other pages. A bounce rate is an important metric in the analytics tool package and helps companies understand the engagement level of their visitors.
Why do people leave after getting to a company’s landing page?
There are two main reasons for high bounce rates.
- The page doesn’t meet user needs and expectations
- User experience with the site is poor.
Even if your page is optimized and first in rankings, when the required information is not there, users will leave and look elsewhere. Another reason for people to quit is their experience with your page. Consider this – if there are no internal links directing them to the next page or CTAs, visitors will leave. This is also true if the page load speed is poor.
How to use behavior analytics tools to improve bounce rates
You can choose from one of many behavior analytics/website visitor tracking tools like WatchThemLive to check your site’s bounce rates. For instance, Google’s Analytics tool offers overviews of audience behavior. The tool can calculate bounce rates for you. The formula for the whole site is bounce rate = single-page session/total sessions. If you want to know the rate for a specific page, the formula used is page bounce rate= single-page session/total sessions starting on a page.
If you sell products and services through your site and every conversion matters, a high bounce rate is not good. This is a good indicator that users are not becoming customers. On the other hand, if you have an informative blog page, it could mean that visitors get the information they need and leave. This results in a high bounce page as well.
Regardless, a high bounce rate usually indicates that elements like bad color use, wrong placements of CTAs, and the use of unusual fonts are the issue. Every business should use the visitor tracking feature in their CRM tool to understand what is going on. Bounce rates don’t influence rankings, but over time, there is a big correlation between rankings and bounce rates.
How you can reduce your bounce rates
The fact is that every visitor that comes to your page and leaves in a short time is a lost opportunity. The analytics tools you use already indicate this in the visitor tracker section. Here is what you can do to change high bounce rates and get more customers.
- Know your numbers: You have to know what your visitor numbers are. Find out what your bounce rates are and figure out what to do. Your ideal bounce rate should be under 50%.
- Understand why visitors leave: Take a good look at your website from a customer perspective. Is your landing page optimization good or bad? Are your landing page optimization tools working? How do the other pages look? Is it easy to navigate from one page to another? Were items and information easy to find? As a visitor, if you find your page hard to navigate, it is likely they will too.
- Think UX: User experience is taking on an important role in success. Use the tools available to optimize your site and speed up page loading times.
- Use visuals: The adage “a picture is worth a thousand words” is absolutely true. People remember what they see long after they visit a site. Make sure your visuals are relevant and make sense within your product’s framework.
- Good content plan: Great content with visuals will help your brand’s relevance and image. Invest in a team of good writers and visual artists to boost your visibility. Interactive content engages users and helps them learn more about you.
Once you make the needed changes, use session replay software to see if the changes you made have reduced the bounce rate. Include CTAs where needed so that your site flows smoothly. You should also remove obsolete content. Users make snap judgments and are unlikely to come back if the site is not current. All in all, high bounce rates can help you to figure out what is going on and improve your website. It requires work and will keep you in business.