Got an alarm of a high bounce rate on your website?
It’s time to look into & modify your eCommerce store’s content strategy & outlook!
Let’s look into what bounce rate actually means
The bounce rate is the percentage of times a visitor leaves your website from the landing page without navigating to any other pages.
In other words, when visitors land on your website’s landing page and they don’t bother to navigate or click on any internal links. Due to this, Google’s analytics server will not get triggered due to zero engagement. Resulting in a bounce rate.
This will lower your ranking in SERP (Search Engine Result Pages). Which is definitely a big NO-NO for your website’s online presence & growth!
Mind that, If the sole purpose of your website is to share one piece of information then the bounce rate doesn’t really matter.
For example, a web page with an informative article. The visitor came, read the content, got the information & went off. The job is done!
But, if you are looking forward to getting the visitors actively engage with your website & your content then the bounce rate really matters a lot.
Reasons for alarming bounce rate
👉 The landing page of your website lacks quality & is not up to the mark. Usually, a website that is vaguely planned is less inviting or engaging.
👉 Visitors didn’t find the information they were looking for. This could be because of bad UI & less strategic content management. If your navigations aren’t easily visible, your customers will not have a way through your website.
👉 The loading time of your website is too long.
👉 No CTA (Call To Action) or allure points. More reasons will be discussed ahead in this article…
Measuring Bounce Rate
Google Analytics is a Google service that tracks & examines the traffic coming on your website. It works on the total behavior of your website. Thus, being a great tool to measure your website’s bounce rate.
To use it, you just need to have an account on Google. Furthermore, link your website with Google Analytics and get to know everything about your website’s traffic.
According to Google, the bounce rate is determined in the following way:
Bounce rate is single-page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.
How to lower the bounce rate of your online store?
Diving into the heading directly 👇
Build a specific landing page:
A landing page also referred to as a destination page, is the web page your visitors will land on once clicking on your website’s search engine result link.
A landing page is really crucial for a good conversion rate. The landing page should to subject-oriented, should not lack information or miss-guide the visitor. Moreover, it should look enticing. The navigations should be easily visible and don’t forget to make your ‘About’ section as solid as you can.
Landing Page of Airbnb is a really cool example in this case. As it includes every necessary detail specific to what they do and offer. Moreover, the beautiful images will definitely want the visitors to go ahead!
Speed Up your Website
Working on your website’s loading time is just like hitting the nail on the head, i.e., very crucial.
According to Google, a good score for page speed is 85 or above. Know about your page’s speed using the Google Analytics tool.
Being a user, you know how annoying the slow loading pages are. Visitors simply press the back button if it takes more than 4 seconds to load. This results in hiking up your website’s bounce rate. Work upon it & look for the points like avoiding heavy multimedia (videos; even if you are including videos, don’t make them self-loading). Another reason could be using advertisements on the website. They decrease your website’s loading time & will take your website down.
As necessary as the pop-ups are, they can also be a cause of increase bounced rate. As they say, ‘too much of anything is bad’. Similarly, unnecessary pop-ups & ads could really frustrate your visitors & make them leave your website soon enough.
Putting relevant & fewer pop-ups can really help with the conversion rate. Have a look at this interesting statistic:
83% of people agree with the statement “Not all ads/pop-ups are bad, but I want to filter out the really obnoxious ones”.
CTA: Call To Action
CTA is like a bait on your landing page. They help a lot with converting your visitors to prospects.
Some good examples of CTA are a newsletter subscription, download button, social media links, etc. Make sure to make them eye-catching and inviting enough.
Shopify’s landing page got two CTAs, one at the top and the other on the bottom. Both aiming towards one cause, i.e., inviting visitors to start their free trial period. Minimal yet powerful!⠀⠀⠀⠀
As they say, ‘A fresh pair of eyes that have never seen the work is the best judge’.
You might get the landing page up on the mark but still, visitors can be surprising. So, keep experimenting with the psychological factors like the color, content & positioning of CTAs of your website. Ultimately, tracking which gives you the best conversion rate results. This whole concept comes under AB Testing.
Moreover, keep the store/product’s FAQs & offers highlighted on your storefront.
📃 Further Reading
Over to you!
I hope the above-stated five tips can help you reduce your website’s bounce rate. Nevertheless, you don’t need to put them all into action neither at once nor in this order. Go according to your need for business!
Let me know your thoughts in the comments section below.
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Until next time. 👋