If your site is not generating the desired hits or traffic, signups for email is low and the number of clients being generated is not satisfactory, it is a clear sign of high bounce rate. Visitors who could be converted into customers or clients may leave as a result of high bounce rate and the term bounce off is literally known as the short spans of time spend by the visitors. The visitor also known as the reader, while visiting a web page and leaves without moving to other pages of that same website is linked to terminates the session. It sure is evident that Bounce rate is in inverse proportion to conversion rate.
Bounce rate is a factor that determines the site’s search performances. Having increased bounce rate would reduce site’s search performances. A smart marketer would therefore pay intent attention at the bounce rate on the landing pages and come up with re-worked strategies on the design aspects of the pages in order to reduce the bounce rate.
There are many issues which are the possible gaps that the reader or visitor is slipping through and needs to be plugged, that would reduce bounce rate. The important and easily plugged ones are listed here:-
Lack of readability is one of the main reasons for readers leaving the page in a short time span. Some pointers on this aspect:-
This point is closely related to the readability feature of the site as brought out in the last point above. It is natural to narrate the story of how the brand came to be and what it is going to be. It is a very natural and common marketing strategy followed by the experts all over the world. If the narration, also termed storytelling is not used judiciously it would lead to high bounce rate. Adam Toren from Forbes states that to bring a brand to life, the way is good story telling technique. Once again the reader is the chief patron to be kept in mind. The common tendency is for the reader to scan the page content for words or phrases that they are in search of.
Working out what these items could be and placing them in sub-headings or highlighted text would draw the reader’s attention. The reader has the ability to retain in memory these factors and the rest of the content must connect these elements together. It is the content which connects the customer to the brand and gain trust.
Some important features to be borne in mind to make a marketable brand story:-
More than 70 percent of users had voted for popups are irrelevant and annoying in a recently conducted survey. It is however a fact that the line to distinguish an irrelevant popup from a relevant one is quite thin. The thumb rule therefore can be stated as, to avoid popups as far as possible. However there are marketers who have used popups and gained customers especially via the additions to their email lists. It therefore is a debatable issue so far as bounce rate effect goes.
The term CTA is that button on your landing page that links up to other resource pages of the same domain. While rampant usage of links leads to higher bounce rate, studies have shown that about 70 percent of small business websites do not have a clear CTA button. Once again, paying attention to small details while making the CTA would ensure it helps decrease bounce rate.
Some of these points are listed here:-
As per the studies an average reader could wait for 2 to 3 seconds for a web page to load. Pages taking more than the above mentioned limits would eventually lead visitors to skip visiting, which results higher bounce rate. It is not just the reader’s point of view that matters here. Google also maintains the webpage loading time when ranking the site in its search engine result. A site that takes more time to load is ranked lower in the results thrown up by Google. Not only various statistical study results highlight this issue, Smart Insights have also confirmed that higher conversion rate has been possible with pages that load faster.
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