Tips on How to Improve Your Website’s Bounce Rate

February 6, 2016

2:00 pm

If you find yourself investing heavily in increasing search traffic, boosting email signups, generating leads and acquiring more clients, there’s a good chance that your well-designed website may have a high bounce rate. “Anything over 35 percent is a cause for concern and anything above 50 percent is worrying,” explains analytics guru Avinash Kaushik. Luckily, there are ways for you to control the damage and bring down your bounce rate.

Here are seven quick tips you can follow to ensure higher engagement on your site and, eventually, a relatively low bounce rate.

Add Landing Pages

Landing pages are pages that receive traffic from pay-per-click ads, social media profiles, and any other page that isn’t part of your website. These mainly elaborate the offer that your visitors clicked in the first place, ensuring a lower bounce rate and a higher conversion rates as a result. However, the key to limiting your bounce rate through landing pages is ensuring that the message matches your visitors’ expectations. This means that the text on the page should be relevant to the offer that brought your visitors in the first place. You should also engage visitors through different elements on your landing page, including your logo, contact information, and links that lead to your website.

Eliminate the Sources of Low Value Traffic

A visitor expecting to easily book a holiday cottage is bound to ‘bounce’ if they arrive to your site only to find a wealth of travel related blogs. With more copying him, your site’s bounce rate will suffer. Therefore, analyze the keywords and marketing channels you’ve been using to drive traffic to your site and weed out those that have been sending low value traffic. Once you’re done, come up with new keywords and campaigns that will reel in your target market and ensure sales.

Add Meta Descriptions that Attract Search Users

Unfortunately, not many businesses spend their time optimizing their sites’ meta descriptions. This is one of the reasons for low value traffic as well as a declining click-through rate. You need to shape up and add attractive meta descriptions as they tell your searchers to consider your result. To accomplish this within the 155-character limit Google has, consider adding your target keyword (one that drives the most traffic to your site) to the description and use a call-to-action.

Improve Your Content’s Readability

One of the reasons your website has failed to engage visitors may be its lack of readability. If your site tends to overwhelm your visitors with thick chunks of text, don’t expect them to be around. Take the time to format your content and make it readable. Consider using large, bold headings, prominent subheadings, bullet points, and images and charts. Finally, make sure that the content is straight to the point rather than filled with fluff (a.k.a. flowery words that don’t add value to readers).

Learn the Art of Storytelling

Storytelling allows you to connect deeply with your site’s visitors, ensuring that they don’t decide to go elsewhere very soon. With the help of relevant images that enhance your content, for instance, you can make your way to their hearts before winning them over with your content and offers. Now this doesn’t mean that your content should be solely sales related. Explain the issue at hand and tug at readers’ heart strings so that they can carry out the actions you wish they’d take.

Lower Your Page Load Time

ECommerce Insiders revealed that consumers expect a web page to load in two seconds or less. If your website takes more than three seconds to load, your users are bound to make their way to your competitor’s sites. Further making things worse is Google; the search engines takes site speed into consideration, pushing websites with higher loading speeds down the list of search engine results. Therefore, optimize your site for speed before the lack of it destroys your business and discourages potential clients.

Run Page Level Surveys to Understand What Visitors Want

If nothing you’re doing helps in increasing your bounce rate, don’t think twice about asking visitors for a hint. Run page level surveys to determine what they disliked, causing them to hit ‘Back’ or visit another site altogether. You can add a Thumbs Up and a Thumbs Down button at the bottom of the page to get instant feedback from everyone who visits the page. If you receive more Thumbs Down, you need to audit the page and check for content quality issues.

With these seven tips in the bag, you won’t have to worry about your website’s traffic heading elsewhere. So don’t waste another day and have specialists incorporate them in your site before your competitors beat you in the race to the top.


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Mateil Gavril is president and CEO of He is a creative marketing manager with a proven record of driving revenue gains and brand awareness through the intelligent use of social media.

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