The Bounce rate on a site is what might as well be called kryptonite to Superman. While they’re not dangerous to the users, they are a disappointing reality for most site owners.
Web analytics company, KissMetrics, ran a study that found that the normal bounce rate for a site is 40.5%. Although, it depends on your industry, you may see something different: retail websites get 20-40%, content websites get 40-60%, service sites see 10-30%, and so forth. A large portion of these bounce rates comes from first time visitors.
While Bounce rates are baffling, they are also an indicator that something can (and should) be fixed on your site. Whether it’s simple users’ navigation changes, design, or target of efforts, there are a couple of things you can do instantly to reduce your bounce rate.
1. Concentrate on Attracting the Right Audience
Keyword optimization is a very important piece of directing users to your site. However, verify you’re not drawing in the wrong types of users. Be cognizant of who your visitors supposed to be and deliver content that addresses their needs and interest.
For instance, in the event that you sell ladies shoes, optimize your website for ladies shoes related keywords. The plan is that visitors, who have searched for ladies shoes, will be satisfied with your results if you are delivering on the SEO content that you do, actually, sell shoes.
Try not to optimize your contents around accessories like socks and shoelaces unless you also sell those. It’s an abuse of your SEO juice and your visitors’ chances of staying on your site – in addition it also increases bounce rate.
On the other hands, if you observe that your bounce rate is high, mostly on your landing page or subsequent landing pages; inspect your keywords and make some necessary changes.
2. Reorganize Your Site Navigation
Bounce rate happens when a visitor goes to your site and leaves before navigating to another page. This can happen because they consumed the content they wanted to read, and chose to leave, or on the grounds that they didn’t find what they were searching for on your page. So the question remains, how do you engage your visitors past their first online visit to your site?
Start by laying out your landing page and navigation because of your visitors. Make the best use of your space – balance out the white space with informative, but demanding contents. Make use of images to help express your point and use large call-to-actions.
Navigation of your site should be direct and clear-cut (don’t have a deep navigation page – go wide and broad if your site is diverse mixed). The aim is to create an environment that is clearly navigable to lead your visitors in the right direction. Look at the example below of the Mashable site, which uses drop-down menus of distinctive pages with regards to visitors’ interest.
3. Show Targeted Content to First Time Visitors
Just like you would do it if you own an electronic store and should display your new arrival of electronics to new visitors entering the store. You can draw in first-time site visitors using Audience Targeting tools that allow you to display different messages to different kinds of users.
A best practice is to show targeted messages to visitors as they plan to leave the site, which encourages them to take further action without interfering with their content experience.
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4. Use Content Recommendations to Increase Engagement
Encourage deeper website engagement through the use of Content Recommendation tools, which make use of a user’s online activity and popular content to highlight appropriate content and encourages for next clicks.
We’ve all seen personalized content recommendations (versus non-personalized recommendations), drive about 45% higher click through rates.
5. Be Mobile-Friendly
More than 75% of Internet users now browse websites through mobile devices and tablets. Also, a statistic from Gomez, revealed that mobile visitors to a site have even less patience than desktop visitors. Make sure your site has a responsive design to give mobile users an extraordinary user’s experience.