High bounce rate can be caused by a number of different factors, such as users not being able to access the information they require quickly enough or poor web design. If you are fed up of users visiting your site, only to bounce off seconds later, check out our eight ways to reduce high bounce rate below.
Implement a strong site search solution
One of the main causes of a high bounce rate is poor on-site search functionality. Users have high expectations of search bars and if they are not capable of bringing up relevant results within seconds, they will simply look elsewhere for the product or content they require. Prevent users from leaving your site and going to one of your competitors by having a strong site search solution.
A strong site search solution will not only bring up relevant results, but it will also understand what a user means if they accidentally misspell a word. Strong site search solutions should also allow users to narrow down results using specific criteria and order products depending on their needs, such as ‘from low to high price.’
Website speed is the key
The longer your website takes to load, the higher your bounce rate is likely to be. For every second your website takes to load, your conversion rates can drop by 7%, showing just how important speed is to users. There are a number of things you can do to make your site faster such as upgrading your server, installing cache plugins and removing unnecessary content and widgets. Before doing all of this, we recommend visiting a website like Pingdom so you can measure the time it takes for your website to load and give yourself a baseline to improve on.
Be active on social
Although improving your webpages can significantly improve your high bounce rate, it is not just your on-site elements that you need to focus on. There is evidence to suggest that being savvy on social media and engaging with users can help to improve your bounce rate. This is due to the fact that many users go to brands’ social media pages to find out information about them, rather than going to their website. Your social media pages provide you with an opportunity to direct content at your target audience and engage with them without having to worry about them bouncing off.
Make your call-to-action stand out
Your call-to-action is basically what you want users to do when they visit your website. This may be buying your product, signing up to your services or simply liking your Facebook page. No matter what page of your website your visitors land on, your call-to-action needs to be clear to them. Create a colourful button that stands out and ensures that the font is easy to read. Without an obvious call-to-action, you risk losing users, as they will feel stranded and unsure of what to do.
Another popular cause of high bounce rate is poor navigation. If users cannot navigate your website and find the content they require quickly and easily, they will simply take their custom elsewhere.
In order to provide users with good navigation and stand the best chance at lowering your bounce rate, you will need to find out how they go about searching for a product on your website. You will then be able to create a site map and provide links to the main pages on your homepage. A clear navigation menu is a must-have for all websites. Some people place their navigation bars at the top of the page, whereas others place them on the left-hand side. You could always carry out split testing to see what works best for you.
Something that has become more and more popular over the last few years is sticky navigation. This is when the navigation bar remains fixed to the top of the page, even when users scroll further down. The great thing about sticky navigation is that it allows users to visit other pages quickly, without having to scroll all of the way back up the page.
Take pride in your web design
When visitors land on a website, the first thing they will do (whether they realise it or not) it judge its design. If they do not like the design, it will make them want to click off right there and then. Design plays a big role in people’s perception of a business and it’s credibility. Low quality or bad design may result in visitors distrusting a brand. Make sure that you invest in a high-quality web design that remains consistent throughout your website (do not just concentrate on the homepage) to build customers’ trust in your brand.
Responsive web design
Another major cause of high bounce rates is unresponsive websites. If users are trying to view your website from their smartphone or digital tablet, but your website is built for desktop viewing only, this is going to make them want to click off your website immediately. Even if you do not appear to be getting a lot of traffic from mobile users at the moment, there is evidence to suggest that mobile viewing will be overtaking desktop viewing this year, so it is definitely worth investing in responsive web design.
Responsive web design has the ability to detect the device it is being viewed on and adjust itself accordingly. Building a responsive web design will not only help to reduce your high bounce rate but also future proof your website against new technology release.