Today, we will look at 5 ways to improve the bounce rate and increasing conversions for your website. Putting all your efforts into an efficient Marketing strategy doesn’t mean anything if visitors come to your website and leave within seconds because they didn’t find what they were looking for. Having a high bounce rate means that a significant percentage of your visitors lost their interest almost immediately after arrival at your webpage; and it is an important indicator that your content didn’t meet their expectations.
What is a bounce rate?
Surfing the web is much like going to a shopping center – you enter different shops, take a quick glance at the variety of products displayed on the showcase, and if they don’t catch your attention, you will likely leave the shop without buying anything.
Well, browsing through Google is kind of the same thing – you type down what you are looking for, and Google returns thousands of results that are likely to respond to your needs or questions.
However, no matter how refined these results are, some of them will be great, others will be good, and others won’t live up to the expectations. This is when bounce rate happens – a visitor arrives at your website, takes a quick glance, and leaves without interacting with your content. The lower the bounce rate, the better.
This metric measured in percentage – if your bounce rate is 10%, it means that 10% of your visitors navigated away without going to a second page within your website. So how can we improve that?
5 ways to improve the bounce rate of your landing page
Improve your content’s readability
One of the main reasons in which users arrived to your website and left is because your content was hardly legible. Even if you provide an extremely valuable information, if you don’t structure it nicely so that visitors can easily find what they are looking for, they will probably leave without hesitating.
To make your content easily readable, make sure to:
- Avoid large chunks of text as they are difficult to screen for information;
- Go for short paragraphs (3-5 lines) – they are easy to read and look significantly better on mobile;
- Add images, screenshots, graphs and any visuals that are relevant to your content;
- Include bullet points or numbers to break down information;
- Divide your content into sections via H2 titles.
Avoid pop-up windows
Let’s be honest: there’s nothing more annoying that a sudden pop-up that appears out of nowhere within the first seconds of your arrival to the webpage, asking you to subscribe to a newsletter. How are visitors supposed to subscribe to a newsletter if they have barely started reading the article?
If you still want to include pop-ups, make sure to put a reasonable timing to ensure that you won’t scare your visitor away.
Choose the right keywords
Keywords are the language of search engines. If you select keywords that are too generic, you risk that visitors find your content for the wrong reasons. For example, if you write about “potato recipes”, you don’t want to be found for “how to cultivate potatoes”.
In this case, the short-tail keyword “potato” is too generic, and visitors who are looking for ways to cultivate potatoes don’t necessarily want to stumble upon your recipes – and might navigate away. Always make sure that your keywords are specific enough, and they match your content well.
Optimize page load time
Taking forever for a page to load is one of the most frustrating things for users, and they can easily change their mind about visiting your website. In fact, Google expects your page to load in less than 3 seconds, and 47% of users have even less patience – expecting loading times in 2 seconds or less.
Make sure to optimize your content and compress your images to improve loading speed. For more advice on how to do that, visit our post Hubspot Website Grader.
Optimize your website for mobile
Nowadays, websites that are not mobile-friendly are losing a significant competitive advantage in front of their competitors – in fact, mobile phones serve more than 50% of global webpage visits, which is a huge portion of the market.
If your website or landing page is not optimized for pocket devices, your visitors will probably navigate away if they are looking for you on their smartphone, and your bounce rate is likely to increase.
By following these 5 tips, you can significantly improve the bounce rate of your landing page, make people stay longer, and convert them into potential buyers.