Is your website facing a high bounce rate problem? Do you see users bouncing off from the website within 10 seconds of them landing? The high bounce rate is the biggest conversion killer.

The bounce rate is the percentage of users who move off the website without visiting the second page.

Users can bounce by either

Clicking the back button,
Clicking on an external site link within the content
Closing the browser window or tab where the site is open
Breakdown of the site due to server downtime.

Users generally bounce when they don’t find the information they were looking for.

One more metric which relates to the Bounce rate is Avg Time Spent on Site. If users spent a good duration of time on the website, that means the bounce rate should be low. But there is a different scenario. If the time spent on-site metrics are decent, but pages have a high bounce rate, the problem may be with your content. If the bounce rate is high and Time on Site is low, visitors are not getting the right information they intended.



Wondering, what’s a good or Bad Bounce rate? What number categorizes your Bounce rate as Good or Bad?

80%+ is very bad
70 – 80% is poor
50 – 70% is average
30 – 50% is excellent

If your bounce rate is less than 20, you don’t need to be happy :). There might be a problem with the analytics code snippet implementation.

The bounce rate varies for different industries. It can be higher for e-commerce, blog pages, landing pages. Service-related websites have a lower bounce rate in comparison.

If you have a higher bounce rate, it could be due to

Slow load time,
Poor navigation,
Bad design,
Poor usability,
Lacks clear call-to-action, etc.

Here are the factors affecting your website’s Bounce Rate:

Improvement in User Experience: UX has a big impact on the Bounce rate of a website. Your website might have good content, but if it provides bad user experience, it’s all waste. Fonts and navigation on the website should be user friendly. If your target audiences are in the age group 50+, better you have font size bigger than the usual standards. Also, give easy navigation on the site. Cluttered web pages might end up confusing the visitors making them bounce.

Place a call to action at the right place and make it prominent: Call to action on the landing page has to be clear and visible on different screen sizes and devices. Make sure that the CTA is not deceiving and takes users to the right page on your website. Be clear on what call to action should be there for the visitors as per the information they have consumed. Avoid using several different CTA buttons on a single web page. Offering a great discount on your e-commerce website is of no use if the Add to Cart button is not visible. Users might get fed up and bounce off. Make the CTA Compelling.

Improve your site speed: No one likes accessing slow websites. There might be several reasons affecting the page load speed on your site. Slow-loading web pages have a 72% higher bounce rate than fast pages and 38% higher than medium loaders.

47% of users expect a web page to load in two seconds or less.

To speed up your site, you should

Optimize your images,
Use a Content Delivery Network,
Add better caching, and
consider switching to a faster hosting provider.

Here are the factors affecting your page load speed and how to fix them.

Videos are interactive and people love to watch videos: Having a product demo video can have a drastic improvement in the conversion rate. Customer testimonials in video format are again interactive and can help boost conversions. It helps in keeping visitors for a longer time, thus helping in the improvement of the Bounce rate. Uploading videos on the website server might slow down the website. So, consider uploading the videos on video sites such as YouTube, Vimeo, Wistia. Please don’t keep the video on autoplay mode. That is annoying and may end up disturbing the users.

Use High-quality images relevant to the subject of the landing page: Using several high-quality images for a product page will help users make a decision. Optimize the images for the web, so that it doesn’t slow down your website. Consider getting a CDN, if you have lots of high-quality images on your website. That will provide a seamless display of the images. Make sure that the images complement the content on the site. Irrelevant images might turn off potential customers.

Put in place an Effective Content Strategy: Keep the content informative and interesting. You can post different types of content as per the audiences you are targeting. Test videos, blog posts, infographics, Gifs, an online survey with targeted keywords. Try posting content in the form of product reviews, Q&A, interviews, etc.

Well-optimized content will boost the SEO for the pages. Keep the content clean with white space and proper formatting.

Make Your Site Readable with

Appropriate use of headers
Detailed subheadings
Suitable images
Bulleted lists

Use easy-to-understand language in a normal conversational tone. Avoid using difficult words, as that might break the users’ flow. Never put a display ad within the content. There is a high probability, that users might get distracted.

Visitors look for Website Credibility before taking action: Showcase your positive reviews, awards, endorsements, certifications, and industry affiliations. If you are a marketing freelancer, display certifications you have, backing your profession. Make your website secure and display safety seals. Make sure your website has SSL certification. This builds user trust making them share credit cards and personal information.

Target Abandoning Users: Always try to keep users’ stay at your website with cool offers and useful content. In e-commerce websites, the abandonment rate is much higher as compared to the blog sites. A user might leave the webpage due to any reason. Try using an exit popup. Give them a discount offer or a freebie. You can also, ask them for their email so that you can send them the offer details via email. That helps users stay on the site and bring them back again.

Target engaged users on the site: Once you have the visitors on your landing page, now it’s up to you, how you cater to them the information. Give them some cool offers. Help them learn more about your services and product with informational content. Use informational videos, customer testimonials, surveys to engage the users. Make sure you don’t distract the users with unnecessary display ads that pop out of nowhere. Users accessing the content on the phone will bounce for sure if they get annoying ads.

Make the website search bar visible: Suppose, you landed on a site and read the information you were looking for. You read something interesting and want to know more about that. The first thing a user does is search about that on the website itself. If a search bar is accessible, the user can type in the keyword and find the content. Test the functionality to make sure it doesn’t give a 404 error page on search. This will help users stay on the site, thus improving the bounce rate.

Make the website’s navigation bar effortless: Don’t you think a sticky header on a site makes it easier to access the navigation bar? Adding internal links to different pages of the website help with SEO as well as user flow. Linking the keywords in a blog post to the relevant posts will help users explore more content on the site. This helps boost avg time spent on the site and bounce rate.

Deals and Offers always help: Make the Top Deals/Discounts/Limited-Time Offers, compelling on the pages. Play the urgency card to get the visitors excited. Scarcity is a well-known persuasion principle. Fear of missing out works out well on e-commerce and blog sites.

Provide Live Chat Widget: It is an important tool for e-commerce and products selling websites. Visitors can have queries for which they are unable to find the right answer. For availability of a product, shipping information, payment not successful etc.

Giving a live chat option will allow them to stay on the page and ask their queries without bouncing off. Add online support, knowledge base, and user forums if you have SAAS products.

Conclusion: Some of the techniques mentioned above can bring in quick results. A/B split test different content elements such as headlines, CTA placement, and Images. But Good quality content is the key. Make it interesting and interactive. You will find a boost in SEO rankings and improved bounce rate.