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How to decrease your site's bounce rate?

Have you ever entered a store, turned around, and left? Maybe you did not like the look of the store or realized it did not sell what you were looking for. Whatever the case, you were part of that store's bounce rate.

The same happens when someone accesses your website and goes back out without navigating to other pages. The percentage of your site's total visitors that leaves after viewing only one page constitutes the bounce rate. Bounce rate translates to the percentage of users who access your site and do not click on any link, do not browse to other pages, or fill out forms.

The rejection rate can be calculated manually simply. However, there are tools that easily calculate bounce rate, such as Google Analytics.

You should think about your website as your home. Your guests should feel welcome to stay. Since you are not physically present when someone accesses your website, you will need to use techniques other than your charm to persuade people to stay longer. When people leave your site, they do not get the full experience of your virtual space.

A high bounce rate is not a good indicator and means that something has discouraged your site visitors. Fortunately, there are ways to reduce your bounce rate and persuade your visitors to stay longer.

It is important not to confuse bounce rate with exit rate. The exit rate represents the people who viewed a page as the last one in a session on your site. For example, the user may have entered the site through your homepage, went to a product page and then a blog post. On reaching the blog, the user leaves. The blog page is included in the exit rate because this is the page on which the visitor left your site.

The major disadvantages of having a high bounce rate are:

  • People do not get the full experience of your website;

  • Miss opportunities to collect email addresses and turn them into leads

  • People don’t get to know your product or service and you lose business opportunities;

In many cases, a high bounce rate is explained by two specific problems: content does not attract the visitor, or the content answers the visitor's questions and he/she does not need to stay on the page. The first reason may be related to the design, the content of the page, the lack of Call to Action buttons or even the loading speed of the page.

Here are some techniques to reduce your site's bounce rate:

1. Optimize page load time

Many professionals almost automatically assume that your site's bounce rate is high because of content issues. However, there is one factor that can lead a user to not even see the content of your website: page load time. If the page takes more than two seconds to load, it does not matter the quality of the content, the probability of the user leaving the page is very high.

2. Make content more readable and accessible

Internet users do not like having to struggle to consume content. Nowadays people are already naturally distracted, do not give them one more reason to leave your site. Make text reading enjoyable using the right fonts and line heights, and promote a balance between text, image, graphics, and more.

3. Use strategic internal links

Placing internal links - links that lead the reader to other pages within the site - is a great SEO strategy as well as a way to reduce the bounce rate. However, there is no need to exaggerate. Some websites overload the text of internal links, which can become tiring for the reader. These links should be planned and strategically located. Before inserting the link, ask yourself if clicking on it will help the reader in a specific question.

4. Open External Links in a New Tab

In addition to the internal links, it is important to pay attention to the external links that many websites use. For example, if you use external links in articles in your blog, you should choose to set up these links to open in a new tab instead of on the page itself. This will keep your site's page open instead of "pushing" the user off the site.

5. Promote a Good User Experience

The user experience on your site is one of the most significant and contributing factors to the bounce rate. If the visitor does not have an enjoyable experience, they will surely leave the site. So avoid pop-ups, bet on a well-planned information architecture and easy, intuitive navigation. Also, make sure that your website has a responsive design so that all users have a nice experience.

If you have a high bounce rate on your site, you can try these strategies to keep more people on your page. Implement these techniques and remember: The longer a prospect spends on your website, the more likely they are to make a purchase, fill out a contact form, and more.

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