You’ve probably heard your digital marketing representative mention this once or twice during a meeting. The business website’s bounce rate is too high and their team has to lower the rate for better customer engagement.
Bounce rates is the average time a target audience user spends on your website. A shorter period spent on your site indicates a higher bounce rate. They will “bounce” to another site that may rank below or above you.
Why Does it Matter?
Why should you care if users spend more or less time on your website? People who spend less time on your website may not be your target audience. In fact, they aren’t super interested in your content — which is a common occurrence especially for niche businesses.
However, it is possible your target demographic are the ones veering away from your content for a number of reasons we’ll discuss later in this post.
The ‘Good’ Figure
A “good” bounce rate is a highly-subjective topic. If you’re catering for another business (B2B), your website is likely to have a higher bounce rate than business to consumer (B2C) websites. To have a clue on the average bounce rate your business website should have in 2019, RocketFuel has an excellent guide on determining the average “good” bounce rate for a website in 2018.
As we mentioned earlier, we don’t want to snag all website visitors. We only want to analyse individuals who are highly interested in your brand and its offerings. Therefore, you have to watch a few metrics to determine what is a “good” bounce rate for your business.
Which Metrics To Watch Visitor Demographics
Your target audience determines bounce rate accuracy. Businesses must expect non-target audience visits with high bounce rates insignificant because they’re not the target audience.
If you can draw up your customer persona and write their journey into your website, you can alleviate their “pain points” and interest them further with your brand offers and other solutions.
Visitor demographics, which include age, gender, location, and interests will give you an understanding of your target audience. In addition, it helps you gain insight into their initial brand perception, which helps you create brand strategies that cater to their interests.
If you’re running a website traffic campaign, unique visitors is the metric to watch out for to see the distance and capability of your paid advertisements or ongoing campaign.
After determining your target demographics, you can see if your content campaign is drawing in visitors. Next, you can see the time they spend reading through your website content. If your target audience is spending less time with your content, you may need to make website improvements to lower your bounce rates.
Additionally, audit your competitor’s content. Observe the way they design their website, produce their content, and interact with their audience. All these play a huge role when it comes to improving bounce rates.
Platform and Devices Used
Majority of Internet users have smartphones that conveniently have them search content virtually from anywhere. Therefore, some businesses reduce desktop-based improvements on their website.
Optimising for mobile is imperative to improve Google search engine results. However, if majority of your target audience uses desktop computers to access your content and find technical flaws that increase your bounce rates, then you’ll need to improve your desktop optimisation.
To determine the right technical improvements suitable for improving your site bounce rates, observe your visitor platform and device metrics closely especially when revamping your website.
How to Improve Your Bounce Rate?
Here are standard ways to improve your website bounce rate. However, we highly recommend paying close attention to your website metrics before implementing any changes — analytics plays a key role in ultimately improving your bounce rates.
Improve Site Loading Speed
Websites will take much more time to load with high-resolution photos, website-hosted videos, and poor website coding. Users are more likely to bounce to the next search engine result if it takes more than 10 seconds for all your website assets to load.
Therefore, optimising your website for swift loading speeds plays a crucial role in bounce rate reduction.
User Experience is King
Users do not want to use unnecessary gestures and links to find the information they’re looking for. If your website navigation is extremely poor, your bounce rates will skyrocket. In this light, keep your website design simple and easy to follow for your target audience. For example, an average B2C website can be quite confusing if your target audience are children below seven years old.
Research and Create Better Content
Websites are essentially useless if the site content itself is not interesting. Remember, your target audience determines every website design and content aspect. If you’re using high-level jargon that is too technical or confusing for your target audience, then they’re more likely to find a blog or video that allows them to understand it better than yours.
Therefore, a rule of thumb is to use language that helps you explain concepts and provide content that even fifth graders can understand. Even so, make sure your topic is interesting, addresses your audience’s pain points, uses easy-to-understand data, and places your brand authority at a high level.
Keep Testing, Recording and Analysing
There is no definite solution to lower bounce rates. However, if you have used any of our strategies above and saw improvements through your metrics, then it will help you shape up a strategy to keep improving your bounce rates through site revamps and other improvements.