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How To Decrease Website Bounce Rate

What is a bounce rate?

Bounce rate is a percentage of single page visitors to a website. Most website owners like the visitors to participate/complete in either macro or at least micro conversions to monetize their website or to increase the loyalty. Micro conversions include fill out a form, read more, subscribe to newsletter etc. Macro conversions are to register with website or buying a product or service.

But if the visitor bounces soon after landing on the page it indicates: 

1) Visitor didn't find what he's looking for 
2) The website/page is too difficult to work with (Ex: taking too much time to load, Many pop-ups or ads)

How to overcome Bounce rate issues?

Use the benchmark averages of bounce rate given below and define your expectations/goals inline with industry standards. 
  • Retail/E-commerce Sites: 20-40%
  • Lead Generation: 30-50%
  • Content Websites: 40-60%
  • Blog: 70-85%
  • Landing Pages: 70-80%
  • Service Sites: 10-30%
Tip: For low organic traffic retail sites and lead generation sites, if they are receiving traffic from pay-per-click advertising they can experiment with their landing page with multiple layouts via A/B Testing quickly to optimize the bounce rate.

Find Right Visitors: 

It's important to drive right people on to your landing page in order to perform actions else they fly away as soon as they find it is irrelevant. Example: A person looking to buy shoes falsely land on the page of sunglasses may abandon his visit immediately.
  • Hence it's important you must use right kind of keywords that match your content/products/service to avoid unwanted visitors. 
  •  Create multiple landing pages with unique content and keywords for different types of visitors.
  •  Bid/Rank high for the branded keywords in paid/organic search.
  • Meta content acts as ad text for the search engine visitors and hence it's important to ensure it matches with page content to avoid unwanted visitors.
Enhance Usability:
  • Use good color combinations depending upon geography.
  • Make the font size large enough to make it readable.
  • Use large headlines to grab the attention and make sure not to shout at the visitors.
  • Bullet the list of features about the product or service.
  • Organize the page layout sensibly to make it easy to use.
  • Leave adequate space to distinguish the page elements.
  • Use good layout for quick Navigation, Search and Content.
  • Optimize the page-load time. Reduce self-loading multimedia.
  • Set External links to open in new windows.
Provide Good Content:
  • Use clear headings and subheadings.
  • Add relevant content for intended visitors.
  • Use Images to explain the content stylishly. 
  • Reduce the grammar and flaws. 
  • Clear call to action buttons or messages.
Case studies suggest a responsive layout will reduce the bounce rate by 30-40% immediately and you too can try changing your layout to enhance the usability and relevance of the webpage to improve your conversions, monetize your website and increase the loyalty.


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