Bounce rate is a metric you should be familiar with as it is important to SEO. It is also important to the success of your website as a high bounce rate is often an indicator there is something not right. This isn’t always the case as there are some situations where a high bounce rate is understandable. Most of the time, however, you should take steps to reduce bounce rate as much as possible.
What is Bounce Rate?
Understanding bounce rate is essential before you attempt to implement solutions to reduce it.
Bounce rate is the percentage of people who visit your website but then leave after looking at just one page. On most of the pages on your website, this is not a good thing. After all, someone who visits your website and leaves after looking at one page is unlikely to have been interested in what you offer.
Google takes a view that is similar to this too. Specifically, a visitor “bouncing” off a page is an indicator to Google that the person didn’t find what they were looking for. The faster the user bounces, the greater the likelihood this is the case.
How to Decrease Bounce Rate
Users don’t wait around for slow loading pages. In fact, if the page takes longer than a couple of seconds to load, you risk losing the visitor because it is not fast enough.
If this is the case with your website, you should take steps to make it faster. Don’t forget the mobile versions of your pages too, as they should also load fast.
One of the reasons that people bounce from your pages might be because you don’t give them enough options to stay. Internal linking where you add links to your content on other pages is one solution to this.
It is an essential solution, in fact, if your content includes elements that require more detailed explanation. If you don’t provide an internal link to that explanation, the user will leave your website to find it.
Also read: Backlinks Explained – Everything a Small Business Owner with a Website Needs to Know
Having content on the page the interests and engages visitors is important too.
If the page is mostly text, you also need to make sure it is readable as large blogs of text and long sentences will put off visitors. This applies even when the content itself is fantastic – if it looks daunting to read, visitors will never know how good it is as they will “bounce” to find an alternative that looks less like a chore.
Following on from the last point, a great way to make your content more engaging is to add media. This includes videos, animations, images, infographics, and more. This gives visitors an alternative to reading text, plus it is often easier to explain a concept, service, or product in a short video than in words.
Target the Right Keywords
As mentioned above, people will bounce from your page if they don’t think it answers their query. This can happen if your content is not good enough, but it can also happen by accident, i.e. your pages appearing on search results for keywords not related to your industry, products, or services.
The solution is to refine your keyword strategy to ensure you target the right ones.
By going through each of the steps above, you will see your bounce rate start to fall.