Bounce rates are easy to measure but difficult to address if you aren’t sure why they’re happening. If you have too many site visitors that land on your website and immediately leave, then you no doubt have a problem, and it can be difficult to tackle if you’re not sure of the reason. The fact is, there can be any number of reasons why someone visits your site and then immediately abandons it, and working out which applies to you will go a long way to finding solutions to the problem. You should bear in mind that you will always have some bounce rate, but if it's too high, then here are the most common reasons and how to tackle them.
Speed is an important factor
Often, you can all too easily assume that the reason for your high bounce rate is because your content isn’t doing the job of attracting visitors. While this will need to be addressed, it’s far more likely that speed is a factor. It won’t matter how good your content is if your visitors can’t get to it immediately, and slow loading speeds for your website are the main factor when it comes to bounce rates. An estimated 47% of internet users admit to abandoning a website within two seconds or less, so it’s very important that you make sure that your website is running at top speed at all times. It’s not just bounce rates either. A slow website will increase your chances of shopping cart abandonment as well.
Always be relevant
There are not just technical factors to take into account. Your content too needs to be relevant to your sector and therefore relevant to your site visitors. Much of this comes down to those keywords that are part of your SEO strategy or PPC campaign, and if you’re making use of those but then providing just tangentially related content on your pages, then your bounce rate is going to skyrocket. It’s important to choose your keywords carefully, but if you’re not following through for maximum impact, then you’re going to lose visitors. You can address this in a number of ways, but the most effective is making sure that you use developers like Blackbelt Commerce who can ensure that you have a fluid path for site visitors to take, and that the path leads inevitably to a sale.
Functionality above all
How many times have you tried searching for something specific on a website, only to get the dreaded ‘no results found’ page? Far too many, and that page alone is more than enough reason for visitors to abandon your pages altogether. You need to ensure that your website is not just easy to navigate at all times, but that your search functionality is streamlined, efficient and effective. After all, if people can’t find what they’re looking for on your site, then they’re simply going to look elsewhere. If you want your potential customers to stick around, then you need to make it easier for them to want to.
The key to reducing your bounce rates is simple: increase the reasons why someone will stay on your website. That could mean better content or better functionality, but whichever problem you think is causing your high bounce rate needs to be addressed if you want to grow your online presence and give your sales a boost. Some bounce rate reduction strategies are simple fixes, while others may take some time to show results, but by constant analysis and fine-tuning, you’re far more likely to have the online impact that your website deserves.