User engagement metrics, in other words, what people do when they land on your website, has become increasingly important for organizations trying to engage with their visitors online. One of the ways how organizations measure their success online is by analyzing their conversion rate. While how a user behaves on your website obviously has a direct relation to your conversion rate, it also affects how much traffic your site gets from search engines.
According to the industry expert, Neil Patel, Google, and other search engines make use of certain metrics that help them gauge whether users are engaging with your site or not, based on which the platforms determine where to rank your website. One such metric is the bounce rate of a website. According to SEMRush, the bounce rate is the 4th most important ranking factor on SERPs.
Hence, the question isn’t if bounce rate matters, instead what matters is how you can improve the bounce rate of your website. Internally, we have always focused efforts on R&D, which help us create strategies that help organizations reduce their bounce rate, thus boosting their rankings. Hence, in this article, we will provide 5 tips on how you as an organization can reduce the bounce rate on your website.
However, before we delve deeper into the activities that can reduce the bounce rate of a website, let’s get a better understanding of what exactly the issue is; what does the term ‘bounce rate’ mean?
Bounce Rate: A Bane For All Marketers
According to Google, a bounce is a single-page session on your site. A bounce is calculated specifically as a session that triggers only a single request to the analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the analytics server during that session. In layman terms, the bounce rate of a website is calculated based on the percentage of visitors that leave a webpage without taking any action, such as clicking on a link, filling out a form or making a purchase.
That being said, it is important to define if the bounce rate of your website is high or low, according to your industry standards. Backlinko has provided a breakdown of the average bounce rate for certain online segments. If your website has a higher bounce rate percentage than mentioned for your industry, it is an indicator that you should take actions to improve the bounce rate of your website.
Additionally, if it is important to remember that specific web pages can have different bounce rates, so you need to analyze and take action accordingly.
Meet The Experts
Our Strategy Team is responsible to follow the latest digital marketing trends, based on which they provide the best online strategies and ensure they are executed effectively. Occasionally, we also share the insights provided by our Strategy Team with the online community.
Comprising of 4 members, the Strategy Team acts as the engine of our company, who leads us in the direction of success. Meet the team of experts who have worked relentlessly to create the best strategies for our clients.
First up, a well-seasoned player of the team, is Santosh Prasad, Sr. Digital Strategist. With over 10 years of experience under his belt, Santosh has worked on creating strategies for our top clients that includes one of the world’s leading manufacturers of trucks, buses, construction equipment, and marine and industrial engines, which has a turnover of roughly USD 40 billion and over 10,000 employees worldwide.
Next up is Payal Kendre, Digital Strategist. Among many of her accomplishments, she spearheaded the best practices we use while implementing the strategies related to “answer box creation”, also known as ranking on 0th position.
Chaitanya Kore, Digital Strategist, among many other things worked on creating effective strategies for one of the largest chains of dental clinics in Switzerland, which has over 18 clinics. He has also created our internal benchmarks related to best practices for on-page optimizations.
The newest addition to this group is Syed Eqbal, Digital Strategist. Before joining GO MO Group, Syed spent several years at Sokrati and has worked on big clients.
With their collective experience, our Strategy Team has recommended certain activities that every organization should conduct in order to reduce their website’s bounce rate.
Tips To Bounce Back From A High Bounce Rate
1. Be Fast Or Be Last
According to Pingdom, there is a clear correlation between page speed and bounce rate. For example, their study reveals that less than 10% of visitors bounce when a page loads within 2 seconds. On the other hand, when the page takes 7 seconds or more to load, over 30% of visitors bounce from your website.
So, if you’re struggling with how to reduce bounce rates, consider speeding up your website. Here are a few easy activities that can help increase your page load speed:
- Reduce image sizes
- Eliminate unnecessary scripts
- Deactivate plugins you don’t use
A popular example of companies benefitting by increasing their page load speed is when Firefox reported the number of downloads on their website increased by 15.4% after they reduced the average load time to 2.2 seconds.
2. Content Can Only be King if Readable
It is important to ensure that when a visitor lands on your website, they can read the content without any difficulty. If the user finds it hard to read the content present on your website, they will most likely leave your website and continue browsing other websites.
Consider font size and line-height, for instance. A healthy balance between the two characteristics improves readability. You can also improve readability by increasing white space. When you have more white space — also called negative space or blank space — the reader feels less overwhelmed. White space makes the copy scannable.
A great case study of optimizing content to improve bounce rate and eventually conversions is Forex Trading. The company made the content’s font bigger and added more relevant images to their landing page. By simply making these smaller edits to their page, their bounce rate decreased and they noticed a 99.4% increase in conversions.
3. Don’t Confuse Or Lose
If your website is difficult to navigate, the visitor will likely leave your website. Hence, you need to cater to the user’s expectations while creating your website. Instead of focusing too much on creativity, it is recommended to follow best UX practices instead, that will make your website user-friendly and in the long-run reduce your bounce rate. For more information on how you can make your website easily accessible for users, we have provides the best UX practices that you should follow while building your website.
4. Don’t Leave Me
There are many sites that use external links in their content. For example, media sites and news agencies add links to resources when citing facts in an article.
If you’re seeing a high bounce rate on your blog posts, consider adding HTML tags to your external links so they open in a new tab. Simply add target=”_blank” to the link. The entire link might look like this:
<a href="https://www.gomogroup.com" target="_blank">GO MO Group</a>
When a user clicks on an external link, another browser tab will automatically open.
Why does this help? Because it leaves your website open in a separate browser tab. The reader can return to it after checking out the external link, instead of leaving your site altogether.
5. Internal Linking: Connections Matter
If you want users to visit more than one page on your website, you’ve got to keep them engaged! By providing internal links, you give the user easy access to check out other pages of your website. For example, if your company is selling solar panels and the user lands on a blog you’ve written about solar panels, ensure you provide an internal link to the product page where they can directly purchase these solar panels from.
Additionally, while adding an internal link to the content, it is important to choose a relevant anchor text. An optimal anchor text ensures that you drive visitors to other pages of your website, thereby seeing your website’s bounce rate reduce and page views increase. For more information, you can check out Neil Patel, a distinguished digital marketer, discussing the advantages of having an effective internal linking strategy:
We have compiled this in-depth guide after conducting thorough research, experiments, and analyses of real-life case studies. It is important to understand that tackling the bounce rate of a website depends on not just the type of website and industry, but also the ever-changing Google algorithms. Hence, it is essential to stay up-to-date about the latest trends and techniques to combat high bounce rates.
We welcome feedback and suggestions regarding our blogs, so please feel free to write to us! Till then, keep reading our blogs for tips and tricks on how to improve your SEO knowledge, and make the best use of digital marketing for your organization.