Do you have a high bounce rate on your website? If so, it is likely that your website isn’t doing what it is supposed to do. With the attention span of the average person shrinking more and more each year, it is more important than ever to give your website visitors exactly what they want within the first 20 seconds of their time spent on your site.

If you can not give your visitors what they came for, then you guessed it – they are going to bounce. Oh, and by the way, our attention span is down to 8 seconds as of 2020. That’s less than a goldfish!

What does bounce rate mean on a website?

The definition of website bounce rate is the number of people that have visited your website and left instantly. This means someone has landed on your website and decided not to click any of your page links or menu items.

Now, it isn’t a big deal to have some website bounces. Some people may just be visiting your website to find your opening hours, location or contact and then leave. The issue is when your bounce rate gets to that dangerous level. In our case, being a B2B website/lead generation website, it would be warning signs to go above 55%. Bounce rates over 70% would certainly be an issue.

Why is website bounce rate important?

The main reason that website bounce rates are so important is that it is the best way to measure if the content on your website is relevant to your target audience. When you have a high bounce rate on your home page, that means the visitor looked at what you had to offer and decided that they were not interested.

Imagine if someone walked into your physical store, had a look around, and walked out straight away. You would be thinking of what you could do to get customers to stay, would you not? This should be the same mindset you have for your website.

Not all website bounces are equal

Obviously, it is preferable to keep your bounce rate as low as possible. When you have free traffic, such as traffic that was generated from SEO or social media, it is less important.

Your top priority should be to reduce the bounce rate of traffic generated from pay-per-click. If visitors are bouncing from your paid ads and you are doing nothing to reduce that bounce rate, then you are basically throwing your precious advertising spend into the garbage. I don’t know about you, but I for one, am not in the business of throwing money away.

How can you reduce your bounce rate?

Step 1: Find out what your bounce rate is.

The simplest way would be to visit Google Analytics, find your way to the behaviour drop down in the reports menu and click landing pages. You then want to look at the bounce rate column to see the bounce rate percent of your landing pages.

You can see the bounce rate for your entire website at the top of that column. I would not recommend focusing on your sitewide bounce rate to start off with as that can be too broad to figure out your key issues.

It is best practice to focus on individual pages with high bounce rates first. Fixing these individual pages will bring down your sitewide bounce rate.

Step 2: Is the information on your landing page relevant?

There are a lot of things to consider here. Are you being clear with what you have to offer? Is the information visible?

You should be focusing the information on your landing page around your target keywords. It is likely that you have acquired most of your traffic through one of your keywords.

If someone visits your website after searching a keyword and then doesn’t find anything relevant to that keyword on your website, they are likely to leave.

Step 3: Make sure your landing page is loading reasonably quick.

I mentioned above about our diminishing attention span, right? Every second it takes for your landing page to load makes it more likely that you will lose your visitor.

Step 4: Optimize your website for mobile.

According to Statista, roughly 50% of website traffic around the world comes from mobile devices. You may have the perfect website when viewed on desktop but if it is a mess on mobile then you could be losing half of your traffic.

Step 5: Make your call to actions clear and clickable.

Your bounce rate could simply be caused by a forgotten link in a call to action or a call to action that does not look clickable. It always helps to make sure your call to action is visible, in the form of a button and is linked.

Step 6: Make sure the navigation on your website is easy and self-explanatory.

If a website visitor doesn’t know where else they can go on your website, you can not expect them to hang around. Make your navigation bar clear and easy to follow. It is always best to make life as easy as possible for your website visitors.

At the end of the day, these may all seem like obvious factors when putting a website together, however, they do not all pop to the front of your mind. You should always put yourself in the shoes of your website visitors. Think about things that make your life easy when visiting some of your favourite websites.

Want to achieve results through your digital marketing? Get in touch with BUSINESSNAV today and navigate your business to growth.