How can I improve my website’s bounce rate?
I just started using Google Analytics and have a much higher bounce rate than expected. How can I improve this and get people to click around on my site?
High bounce rates can come from many different factors including what page your visitors are landing on as well as the content present on that page. For instance, if most of the visitors to your site land on the homepage, you should give them a reason to click to another page/post. This is done with compelling content (blogs/news/etc) and/or a call-to-action of some kind. If you're selling a product or service, try a clickable phrase like "Try It Risk Free" or "Get Yours Now!". Try to get more creative than this depending on your product/service etc, but you get the idea.
Sometimes high bounce rates aren't necessarily a bad thing though. You also need to look at how long a typical visitor stays on your page. For instance, if you have a landing page that has great content or is what the visitor is looking for, they may land on that page, read/do what they need, and then leave. This may be especially true if you're into affiliate marketing and you are actually directing them off page anyways. This doesn't necessarily mean that their visit was unsuccessful or that your page is bouncing visitors. If you have a bounce rate on a page of 85% but visitors stay on the page for several minutes, or are clicking off-site when you direct them, it often means they've simply found what they need or you were actually successful with your CTA. It all depends on what your goal is for each visitor.
Again, there are many different reasons why you may have a high bounce rate, but..there are other metrics you should look at as well that may tell a more in depth story about how your visitors are interacting with your content/page.
Here is a few ways to decrease bounce rate:
1. Make sure your links and website description accurately reflect what your website offers.
2. Make your site look good and reflect what you are offering (personalize it to reflect your brand image)
3, Avoid using pop-ups
4. Get traffic from the right sources
5. Increase website loading speed
6. Be mobile friendly
Bounce rates are typically higher than one would expect just getting into it. However, there are a number of things to consider. First, I would reduce the number of messages to interpret "above the fold" down to 1 or 2 with a clear next step. Secondly, make sure the links in your navigation are clearly labeled to get to the information your visitors would be looking for. Sometimes this is different from the message you want them to read. You'll need to find a balance.
All good suggestions so far. You can get even deeper and look at the flow your visitors take, as your bounce rate may not be a site wide issue, but just certain pages. You can use a "heat map" tool to gather more intel on where you may be losing your visitor's interest.
Also, you say "higher than expected". What are you basing this on? Different types of sites have very different "acceptable" bounce rates, so that would be something to consider as well.
It all depends what kind of service or product your marketing, but see some main basic "must Have " elements we implement on the website we build for our clients:
Great web design (clean and simple-branded to your business brand)
Call to action buttons that lead to great content
Engagement features: chat features, surveys
real images that communicate
Content and more content
Do everything needed to entice your customers to click through to other pages of the website. Typically its achieved using better Call to Action(CTA) and links to important and attractive pages/resources in the above the fold area of the website.
The strategy will be slightly different depending on what you're doing, organic or PPC.
It isn't possible for anyone here to provide you with one or even several answers for ways to improve your websites bounce rate. There just isn't enough information in your question to provide an answer.
Bounce rate can mean lots of things depending on the website and its purpose. There are even circumstances where a high bounce means you are already doing something right. For example, if your goal is to get people to simply call you and your number is prominent on the landing page, visitors may be less likely to navigate around your website. (especially from mobile)
The best response I have seen so far is Butch asking what your current bounce rate is. Lets start there.
One way to not only improve bounce rates on your website, but to also bring in more traffic is to improve your content. Sticky content...things on your website that keeps people hanging around longer works. One way to do this is via a blog on your website. Post good and interesting content when you write on your blog and be sure to share it out to all of your social channels to draw the traffic in (FB, Twitter, LinkedIn, etc.). Please keep in mind that in order for this to be successful, you must be consistent with your blog and post on a regular basis. Once you get your audiences' attention to your blog, they more than likely will check out a few of your other pages. Try using Infographics if you have an artist on board to help with that. Also, email newsletters are awesome to draw traffic to your blog and website if you have built up a nice email listing!
Have you looked at your bounce rate by segment/channel? If so, how does it fluctuate? This same question applies to landing pages-have you looked at the bounce rate by landing page and determined which are producing the most bounce activity?
Most the suggestions mentioned here are great places to start on remedying a high bounce rate, but it is impossible to start on a cure until there is a good diagnosis of the problem. Find the factors which are contributing most to your bounce rate (i.e., Is it people coming in direct who bounce the most or those coming through marketing channels? Is there a specific marketing channel which is producing more bounce activity than another? Are there certain times of day or days of the week where bounces would be most frequent, etc. etc.) After drilling down on these types of questions, you should have a broader view of exactly what might be causing your bounce rate problem and how you can go about trying to solve for it.
Hey there Rob.
As @Paul pointed out - Bounce rate is actually much higher than you would think if you don't know much about bounce rate and things that affect it.
There are a number of things that factor into bounce rate. I'll start at the beginning:
Bounce rate is simply someone arriving at your site and then leaving without any further action on your site. For example: I arrive on your site and leave. So what can cause this?
1. Poor SEO
I have found, through working with several consulting clients, that high bounce rates start here. For example...your site is about web design, but you end up ranking for "taco trucks new york" because of a portfolio entry on your website for a taco truck client in New York. Although you might not actually consider this "poor SEO", it isn't contributing to high value leads on your site BUT IS contributing to a high bounce rate.
2. Paid Ads
I can't count the number of clients I've worked with that have paid advertising driving traffic to their site, but didn't create valuable conversion portals or sales pages for the specific product or service they were trying to advertise. If you are trying to market your new and improved app for architects...don't send people to your homepage instead of the actual product page.
3. @Sherry hit on this...Call to Actions. I tell clients you have 3 types of leads coming to your site (assuming they arrived for your a spot on keyword search). There are hot leads: people ready to get started, buy, sign-up. Those who need a little more convincing, warm lead. The people who may consider your product or service at some point, a cold lead.
Create CTA's on your site that target each one of these lead types. Your hot leads need direct access to your products and/or services right then. Your warm leads you can generally collect an email address from if you provide some sort of great download/free product/free trial. Cold leads will normally take some sort of educational CTA. I say educational CTA because they are likely curious or interested in a product or service but they want to know more about it before making a decision.
An example would be a high-end stereo purchase. The consumer is going to do everything they can to make sure they get the biggest bang out of their money. So...something like: The top rated stereo systems for 2014. You might not be getting an email address right away, but they will click the link and arrive at the awesome article you created with all this insightful stuff that makes them go WOW! this has everything I need. Then you have direct call to actions under each model review..."I'm interested in this model".
So - start by taking a look at your SEO, then take a look at your ad links (if you have them), then check out your Call to Actions.
This is by no means the all-inclusive list to improving bounce rate, but these are some good starting points.
Let me know if you have any questions. Feel free to message me.
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Hi Rob -
You didn't list the KPI, but most sites we manage have a bounce rate of between 55% - 65% -- even educational article blogs like the Content Marketing Institute. A certain percentage of your audience will always bounce and sometimes this is ok, like when they come back to read another blog post that interests them then leave. And bounce rate cannot tell you how many picked up the phone and called you.
Bounce rate is not the primary KPI to worry about. Instead, watch how the visitors that don't bounce move through your site toward desired business outcome goals like case study downloads and lead form completions.
Why do I say that's more important? Because then you will know people are interested in doing business with you. You see, it's possible to actually lower your bounce rate but not get more business. Huh? That's right. You may populate your site with interesting content that compels people to surf from page to page, but in the end they need to be nudged into contacting you so you can make a sale. And all this presumes you have something with a compelling value proposition that they actually want.
Check your product or service, its pricing, then how your site move people toward a goal, and your bounce rate will take care of itself.
Hi Rob, you have lots of useful answers here already but here's my take. The way Google bounce rate works is not really correct. If a visitor comes to your site, reads information above the fold phones your number and then leaves the website this would be a bounce. (I would say that was a good visit)
So you need to encourage visitors to scroll or click through to another page before leaving. It has been said that a good bounce rate can improve rankings. I have a small bit of php code you can add to your website which simulates an action after a number of seconds, this has reduced bounce rates on my site from around 80% to around 20%. let me know if you are interested.
Information is wealth. Write content related to your theme. Content should be user friendly not search engine friendly. Avoid keyword stuffing. Don't use pop when a site is loaded, it makes many users to get irritate and they quit. Use proper navigation's so that user may find some more information to read. Responsive design fit better for mobile users. And target your audiences not by force but by your source. Follow the above tips and you can see tremendous change in your bounce rate. All the best.
Have a look at onclick events and creating pageviews, but understanding visitor intent and tailoring content accordingly through webmastertools keywords is a good place to start. Explore keywords related and build out supporting content. Depending on your content medium the 1st option could be a quick win by tagging cta.
Do you have a killer website and is it optimized for mobile? Can you see where these bounce clicks are coming from and are the words being searched relevant to your business? Make sure you are maintaining your SEO well and accurately for what your business provides. Make sure that this clear on your homepage as well as a call to action on every page. This will help you with lead generation.
Website should be promoted. The best way to advertise it is to produce digital marketing video. It allows you to provide information directly to your audience, attract new clients, announce new services, build trust and distribute your message widely via 20 on-line video channels and more than 30 social media. People prefer to watch video than read narrative descriptions.
On line video channels are now a credible search engine, used globally to both search and upload content. Not only does video work online for you 24/7 but it is cost effective. I can help with it.
First and foremost...what channels are driving the traffic to your site? Before you can align channel and landing, you need to align channel and channel - so you know where you stand.
Second, does the user know what you do, why they care and why they came to your site in the first place? If not - there's your issue. Fix it ASAP! :)
Avoid paid media - at all costs. It produces terrible traffic, even worse leads and sales conversions that are so minimal or not worth the pitch that you'll regret the ad buys anyway. If you're not buying it - good start.
- What do your title tags and meta description of your website say?
- Which pages are the exit pages? Look to trim the fat there first...- What is your load time?
- How does your website look and present itself in 2-5 seconds on a mobile device?
- Is your navigation clearly understandable?
- Does your content on each page have a clear objective? If so, does it set out to accomplish that objective via clear calls to action on the page where they land?
MOST COMMON - are you sending too many different types of web user / persona...to your Home Page? :)
I hope this helps...please let me know if you have any questions.
Check Site loading time from online tools, use google lab speed test to measure your sites layout and codes, compress where needed..
Post some videos from youtube or others so people stay on the page, they must have some really great stuff.
Use less plugins for easy load.
Make a responsive design, and check it in all browser.
Don't put high resolution or bigger size images
Last but not the least, get social media engagement to increase traffic..
On a generalized note, meaningful CALL TO ACTION items are way to go. Yet Bounce rate improvements needs very focused analysis and ongoing improvements based on the analysis inputs.