Businesses work hard enough to get people to land on their websites, but that’s really only half the battle. Keeping them there and getting them to take specific actions are all part of the successful equation. I’ve laid out 8 ways to reduce bounce rate, so you can keep people on your website longer, encourage them to browse around and convert them into loyal customers.
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1. Provide clear, easy navigation
Okay, you got ‘em! You have one of your ideal customers reading through your portfolio and they’re impressed. They go on to look for a way to contact you and they can’t find it. They have to dig into your services page, through 20 service descriptions, to find a contact button. By now, you’ve probably lost them, and they’re already looking through your competitors website. The trick here – make your website navigation simple, easy and intuitive. This way people can find all the information they’re looking for and know where to find answers when they come back.
2. Present relevant, quality content
So you finally have your ideal customer on your site, maybe through a paid ad or some killer content marketing, but they land on a page where the content doesn’t match what brought them there, either through a search phrase or ad… and they’re gone. I know it can be hard not to share every little detail that you know about a particular topic or product, but your guests aren’t going to want to know the history of wedding dresses, when your ad that brought them there was advertising a wedding dress sale. Keep your content relevant to the title, keywords, pictures and overall theme.
3. Simplify your layout
Web pages that are chock-full of flashing graphics, scrolling headlines, multiple columns of content and so on are just a recipe for a disaster. If your visitors are over stimulated by what’s happening on the page, chances are they aren’t going to read your content, and they definitely aren’t going to navigate to another page. Keep your web pages clean and focused so that people will stay focused on the most important areas – what you have to say and what you have to offer.
4. Show some contrasting colors
Adding some contrasting colors to your website is not just about making your website look more interesting, but it also helps make it more readable and useable. Adding different, corresponding colors helps you guide your visitor’s attention to text or areas that you particularly want them to look at. Changing up the color to something more bold on an item like your call-to-action will help it to stand out to your visitors.
5. Add eye-catching images
Majority of people aren’t interested in landing on a web page that looks like a boring essay from a college student. Yes, they want to get good information, but plain, simple text is hard for people to digest quickly, so often people abandon before they even start. Images and other media are a great way to draw in and captivate a visitor, which will not only peak their interest to want to read your content but keep them on your site longer.
6. Speed up load time
Let’s face it. At this point, we are all used to getting whatever information we want and sending and receiving messages within a matter of seconds. The bar has been raised and any site that doesn’t meet that expectation suffers a visible loss. More than 50%of website visitors will abandon a website if loading time takes 15 second or longer. The fix? Have a chat with your web company to make sure your website response time is “up to speed”.
7. Give clear calls-to-action
“Get a Free Trial!”, “Click on the “Subscribe Now” to…”, “Get the Secret”, “View Our Inventory” are all examples of calls-to-action, which are important to successfully get visitors to do what you want them to. However, when you combine them all on one page, you’re confusing and overwhelming your visitors. They don’t know whether to subscribe or buy something or download your secrets to success first, so chances are, they won’t do any of them. The key is to make sure that you have one main, prominent call-to-action on every page, that way your chances of getting that visitor to subscribe and capture their contact info go up.
8. Nix the pop-ups
Nothing is worse than when you’re trying to read through a page, and you’re just starting to get into it then BAM there’s a pop-up in your face, blocking everything. Occasionally, there is a time and a place for pop-ups, but for the most part they are just frustrating and annoying. What some businesses might see as an opportunity to get some contact information, visitors might see as frustrating and annoying enough to leave. You can A/B test this to see how it is affecting your bounce rate, but otherwise I would consider looking for other ways to grab your visitors attention.
What have you found to make the biggest difference in bounce rate on your pages? Have you seen any other tricks that work to reduce it?