December 3, 2018
Conversions, whether in sales or subscriptions, is the primary goal for most marketers. But when your bounce rate is high, it’s a symptom of either attracting the wrong customer or providing a less-than-optimal experience for visitors coming to your website.
Here are four primary tactics you can implement to reduce bounce rate and increase conversions:
Increase Page Loading Speed
With 40% of consumers abandoning a web page that takes more than 3 seconds to load, your page speed plays a significant and immediate role in bounce rate. For mobile sites, just 500 milliseconds can result in an increase in “peak frustration” of more than 26%, and a decrease in engagement of 8%. Verify and analyze your speed to see where you stack up, then optimize your pages to increase the speed. You can optimize your website by limiting the number of plugins and banner ads that have to load to your page, use necessary plugins to optimize your images for quicker downloading, switch to a faster domain registrar and remove query strings from static pages.
Improve Your Content
Content is becoming more important for businesses to invest in, curate and update. In fact, businesses that update their blogs with fresh content regularly will generate 126% more leads than those who don’t. So how do you improve your content to increase leads? Make the text easy to read, ensuring that the font is large enough and a legible color. Make the format of your content easy to read or even skim through using bolded headings, bullet points or numbers, and relevant graphics. These can include charts, infographics, stock photography, headshots, or candid pictures. Add in quotes and provide a conclusion at the end to tie your subject together. When it comes to pop-ups, use them sparingly and only when relevant or adding value to the visitor. Lastly, don’t just use high-volume keywords, but high-value keywords. This will ensure the content that consumers are looking for will match correctly with the content you are offering and reduce the bounce rate.
More Landing Pages
Businesses with 40 or more landing pages get 12 times more leads than those with five or fewer landing pages, reports Ion Interactive. Some companies that have increased their number of landing pages from 10 to 15 have seen a 55% increase in leads. Creating more landing pages also increases your search click-through rate. Link these landing pages to your homepage and incorporate your high-value and high-volume keywords. Make sure your links open in a new tab to increase the time they spend on your website having multiple pages open at the same time. This internal linking structure can also make navigation around your site easier for the consumer.
Clear and Compelling CTAs
70% of small business B2B websites lack any call to action (CTA), contributing to a high bounce rate and a low conversion rate (SmallBizTrends). Whether it’s at the end of a blog article, on a product page, or directly on your homepage, having a clear and compelling call to action is the key to converting visitors. On average, only 47% of websites have a clear call to action button that takes users three seconds or less to see. Make sure it’s relevant to what they are looking at and specific to what you want them to do. However, do not overwhelm them with multiple CTAs on each page. Limit it to one direct action that helps them accomplish their goal.
With an increased page speed, improved and constantly refreshed content, additional landing pages and compelling CTAs, you can vastly reduce the bounce rate of visitors and convert them into happy, loyal customers.
Contact excelerate Digital for help reducing your bounce rate and increasing conversions.