It can be hard to come to terms with the fact that you site has a high bounce rate. In most cases you will love your site and may wonder why users don’t feel the same
So you might be wondering what is a good bounce rate?
Well, it can depend on what your business goals are and on your site. Some sites and tools might see a bounce rate of 80% as perfectly normal, but another site or tool might see this as a disaster. We consider 40-50% to be a healthy Bounce Rate. Regardless of this, webmasters pay close attention to bounce rate as an indication of appeal and conversion. Afterall, how can a site convert if people aren’t staying on it?!
It’s important to keep an eye on the bounce rate when making changes to your site, as a massive spike can indicate that you have a major problem on your hands.
1. Accessible Content
If you have ever clicked through to a site to be faced with a wall of text, you probably clicked straight back off it. Therefore you already know how discouraging this can be to users. The content might be knowledge rich and incredibly valuable but this won’t matter if a user is scared off by the sheer amount of text on the page.
One of the best ways to reduce your bounce rate is to format the pages so they are welcoming and as accessible as possible. Users do not want to work for the information, they want it there ready for them.
Some ways to make content more welcoming are:
- Use of headers to point out what a piece of text is about.
- Subheadings used frequently
- Images to break up the text but make them relatable
- Bullet points as these can make the text easier and quicker to read
2.Call to Actions
Include a single, clear call to action.
You should always be thinking about what you want the user to do once they have found the information they are looking for. If you don’t make this action clear then the user is likely to click away from the page.
Once you know what you want them to do, you can prompt the user to take action by including just one clear, simple call to action.
If you add more than one or have many CTA’s on one page then this can cause confusion for the user. Your site should allow the user to be effortless in their journey to conversion.
It can be easier to put yourself in the user’s shoes sometimes and think about what you would like to see as a user, as opposed to the owner.
3. Clear Up Your Crawl Errors
As a user there’s nothing worse than hitting a 404 page, rather than the page you were hoping to see; especially if that 404 page doesn’t contain adequate navigation.
The more Crawl Errors you have, the less Google and users will value your site not only increasing your Bounce Rate but also negatively impacting your SEO. Use Google Search Console to check and fix any Crawl Errors on your site.
4. On Site Navigation Should Be Effortless
There is nothing worse than clicking through to a site and not being able to find the page that you were looking for. Sometimes the easiest way to test if your navigation is effortless is to get someone less online-savvy to test it for you. If they can’t access the navigation easily then you need to re-think your user journey.
Your site navigation should be clear, easy to understand and offer the user a seamless experience in getting around your site. Users do not want to be guessing where they are or where to go next when they are on your site. Once the user is on your site, you want to keep them there for as long as you can.
I give to you the challenge of making your navigation simple. Examine your current site navigation and identify where you can make changes to simplify it. Make it as simple as you possibly can, this way the less savvy users of the world (and Google!), can easily find what they are looking for on your site.
5. Page Load Time Optimisation
Sometimes the issue isn’t with the content that’s on the page that’s making users click away from the site, it can be down to the page loading time being high.
As a web user yourself, you must know how frustrating it can be waiting for a webpage or an image to load. The content could be knowledge rich and easy to read but what good is that if the user can’t even load the page to read it. It’s reported that 47% of users expect a webpage to load in two seconds or under, how does your site fare?
6. Avoid Pop-Ups – Don’t Disrupt the UX
Popup ads are very annoying, and in fact, over 70% of users have said they find popups annoying. Not many people are a fan of popup ads and it’s still a strongly debated topic on whether to use popups or not to.
The reason why users dislike popup ads is because it often disrupts reading or distracts the user of their original intent of visiting the website. This will increase your bounce rate because readers will feel like your website is spam and may want to avoid potentially clicking on a virus.
This is a common thing and most people would agree that popup ads often lead to a bad user experience.Some popups can be beneficial to the visitor and they can play a big part in improving conversion rates, but how you implement them is your decision. At a minimum, make sure they are as unobtrusive as possible.
Bounce Rate is an excellent metric of engagement and whether your pages are working for your Search, Paid or Social campaign. For more information speak to one of our experts.