Four Ways to Improve Your Website’s Bounce Rate

Your site’s bounce rate refers to the percentage of visitors that land on your website and leave before visiting a second page. You can find out what your bounce rate is in Google Analytics. It’s important to give attention to your bounce rate, as a high rate means that many of your users are leaving your site without exploring your other pages. This lowers your conversion rate and makes it harder to turn visitors into leads.

Fortunately, there are a few ways that you can improve your website’s bounce rate and encourage people to stay on your site longer. Below are five ways to accomplish this.

1. Regularly create interesting content for your audience to read.

Creating consistent, high quality content is one of the best ways to keep visitors on your pages. First of all, when you create relevant content on a regular basis, it drives traffic to your site. Once the traffic is there, they will find information to read and engage with. Hopefully, this interesting content will encourage them to become a subscriber or customer where they can receive exclusive content.

When creating content, be sure that each piece has value for your audience. Mix up your content with infographics, videos, podcasts, long-form content, etc. to appeal to everyone. Include internal links within your content to keep people on your site and create a hierarchy.

2. Add images and videos to create more engagement.

Your website should have eye-catching images and graphics to hold people’s attention. Even though written content is essential, it’s hard to get people to stay with just words alone. Most people will skim through your content, so you need visuals to support your message. You can use stock photos in a pinch, but try to include at least some original photos that are unique to your brand.

3. Speed up your website.

Speed is a major issue for users. If your website takes more than a few seconds to load, more than half of users will leave. People don’t want to wait for content to pull up on their device, so it’s essential that you don’t make your visitors wait.

There are many ways to speed up your website, and you’ll probably need to discuss some of them with your web developer. Some of the best ways to increase speed are:

  • Minimize HTTP requests
  • Compress images
  • Reduce server response time
  • Use a Content Delivery Network
  • Switch hosting providers
  • Streamline elements on your pages

4. Split test the various elements on your site.

Don’t leave your site speed up to chance. Use A/B testing to test the various elements on your pages to see what works best for your audience. It’s possible that a new CTA button or color scheme could invite people to stay longer. Just about every element on your site can be tested, from your messaging to your visuals to the placement of buttons. Continue to perform split testing on these elements so that you can improve your site’s usability.

Giving attention to your bounce rate is an important part of having a website. If people are leaving your page before you have a chance to convert them, it’s going to be hard to get quality leads. Follow our tips above and contact WSI Internet Partners for more ideas on reducing bounce rate.


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