Is Your Blog Too Bouncy? When and How to Reduce Your Site's Bounce Rates

Posted by Owen Matson, Ph.D. on March 7
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TIPS FOR DECREASING YOUR BOUNCE RATE

Bounce rates refer to the percentage of website visitors who click the back button or leave your site without visiting any pages other than the one they first came to.  Simply put, bounce rates indicate that a vistor visited your site but only stayed on one page.  "Bouncers" are thus one-page visitors.  Depending on the goals and purpose of a particular page or site, a bounce is not necessarilt bad thing.  Still, lower bounce rates mean visitors are visiting and exploring many pages of your site.  In short, lower bounce rates often point to higher and more meaningful engagement. If your bounce rates are high (60% or above), you should probably make some revisions.  Here's a list of tips:

 ANALYZE YOUR CONTENT:

The first thing you should do is to review your pages with the highest bounce rates from the standpoint of a visitor. Are those pages answering questions and delivering on their promises? Or are they falling short of user expectations?

For example, let’s say you have a page ranking highly for a question like “where can I find fresh flowers in my city?” but instead of listing local florists or even locations of wildflowers, you have some copy talking about the importance of decorating with flowers and a promotion for a grocery store that has a small floral section. It’s no wonder users are getting disappointed and leaving right away: you didn’t really answer their question.

Consider editing or even rewriting content that may be driving up bounce rates by not meeting the needs of searchers. Since bounce rates can have an effect on your site’s SEO, this is a wise decision for you in the long run.

 

MAKE SURE YOUR SITE IS MOBILE FRIENDLY. 

With more people visiting your site via mobile devices than ever before, it is crucial your website be 100% responsive. Minimize scrolling and resizing by using a responsive WordPress theme or plugin.

 

MAKE LONG FORM CONTENT EASIER TO READ:

Utilize white space to breakup text, opt for large fonts, and use small paragraphs that are easy to skim. Lists and bullet points are also good ways to make your content look organized and encourage people to continue reading.

OFFER ADDITIONAL CONTENT OR CALLS TO ACTION

Are visitors spending a long time reading your content, but still bouncing from your pages? In this case, you may not have a strong call to action to keep them on your site for longer than a single page. Review your content and look for ways to add links to related content pieces, like follow-up or related blog posts and articles.

Additionally, if there’s something you want visitors to do after they visit a page on your site—for example, fill out a form or move to another page—make sure there’s a clear call to action in place. It may be necessary to make your CTAs bigger or bolder, or just add them in multiple places, to ensure you don’t end up with yet another bounce.

Improve Storytelling

Companies should be communicating with their customers by storytelling. Storytelling can be used to grab the customers’ attention and make them want to interact with a website. Storytelling combines your content structure with the message you are trying to convey so, if you aim to captivate your target users, you need to maintain both. Keep the structure eye-catching and easy, and learn how to tell good, memorable stories. Be honest in your communication. Meet user expectations by making sure that they clearly understand your product and the idea behind your business. This technique is a good marketing strategy for every business, too. And the plus side is, it requires creativity and an imagination, instead of a budget.

Develop a Better Web Design to Lower Bounce Rate

One of the biggest causes of a high bounce rate is confusion. Customers get easily frustrated with poorly designed, not user-friendly websites, and there is no mercy. When a website is an obstacle that prevents the finding of crucial information, it’s no wonder that visitors are going to bounce. Maybe there are too many external links that open on the page when clicked? Perhaps distractions like popups, music, streaming videos and long loading times are leaving people with a bitter taste in their mouth? All of these factors influence your bounce rate negatively.

Therefore, simply deliver what the people expect to be delivered. Make sure you provide a clear navigation path and place your search bar in an obviously visible location. Improve your website’s readability. Get rid of unnecessary items like pop-ups that may get in the way of your customer’s journey. Reduce the amount of external links in your copy and make them open in a new tab/window. You should also consider methods for speeding up your site’s load time.

Questions?  Get in touch!  

To learn more about how to improve your use of marketing data, visit our site.

For more information on how to improve your B2B digital marketing strategy, feel free to contact us!

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Topics: Content, Marketing Data, B2B Marketing, B2B Content, Content Strategy

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