Have you been struggling to increase traffic to your website? How about improving your email sign-ups? Are you still not getting the conversion rates you want? It may be that your bounce rate is too high.
What’s a Bounce Rate?
Your bounce rate is the percentage of visitors who click off of your website before you have a chance to convert them. Wondering what a good bounce rate is? “Good” will vary a little based on the type of web presence you have and what industry niche you are in. Here’s a rough idea, and remember, like golf, you want lower numbers, not higher ones.
Really Good: 25%-30%
Sort of Good: 30%-60%
Not Good: 60%-90%
Really Bad: 90%+
You’ll also want to take into consideration mobile site bounces versus desktop site bounces. In general, you’ll want to expect mobile bounces to be approximately 10%-20% higher.
But, even when taking into consideration mobile percentages, if you’ve reached rates over 70%-90% you will want to take a harder look at your landing pages.
To help reduce your bounce rate numbers, here are some ways you can improve your system to start getting the conversion numbers you want.
Get an Analysis
Probably the best way to see where your lead capture is falling short is to have it analysed. Thanks to the world of Google and their free analytics service, you can plug your site in and see how well your site is working for you.
If you are working with a Wordpress template, there are a number of excellent Google Analytics plug-ins that will work well for you. If you are using a different, but first class hosting platform, they often have instructions on how to get your site set up for the Google Analytics services.
Focus on the Right Targets
A good part of reducing your bounce rate is to make sure you are attracting the right niche of leads. A lot of this can be achieved through keyword optimisation. Optimizing your keyword use will help make sure your lead capture system is attracting the correct audience.
For example, if you are an online retailer that specialises in patio furniture, don’t include wording for rugs or lamps.
If your analytics has told you that your landing pages or homepage bounce rate is too high, reevaluate your SEO keyword use.
Look at Your Website and Landing Page Optimization
A common reason new visitors bounce is a lack of website or landing page optimisation. Landing page optimisation and website optimisation are very similar to each other. Essentially, the process is meant to develop different areas of those pages to increase conversions.
The process helps determine the way a page’s layout and contents lead a visitor to the completion of your primary goal, like filling out a contact info form or buying something.
For a home page, keep your navigation simple and easy to find. With mobile device users on the rise, try to avoid submenus. You want to provide an easy way for your user to navigate to where they want to go.
Landing pages should have an appealing headline, an engaging image, some easy to understand proof points and an easily understandable Form or CTA.
Some other general items to take a look at include:
- Improve Content Legibility
- Avoid Pop-ups unless absolutely necessary
- Include appealing Meta-Descriptions that incorporate your Keywords
- Increase your page’s load time
- Make sure any external links open in a new window
Double Check Your Mobile Optimization
This may seem like a repeat of the optimisation suggestions mentioned earlier, but when you consider how important it is, it deserves its own section. Whether you’re building your homepage, creating a landing page, or preparing a marketing email, making sure its optimised for mobile devices is no longer optional. Mobile optimisation is now mandatory.
To help make this point, here are some statistic gleaned from the internet.
- It is estimated that smartphone owners use them for approximately 69% of their media time. (comScore)
- Mobile access to content is essential, according to 91% of mobile users. (Wolfgang Jaegel)
- 57% of users claim they don’t pass along business info for companies that have a badly designed mobile site. (socPub)
- According to Google, 61% of users don’t go back to mobile sites they had access issues with.
- Mobile email opens have increased 180% just in the last three (Email Monday)
- 83% of mobile users say that a unified look and ease of access across all devices is especially important. (Wolfgang Jaegel)
- Conversion rates from a smartphone are up 64%. (CMS Report)
- It’s estimated that in 2018, 8 in 10 email users will retrieve their emails exclusively from mobile devices. (emailmonday)
- 70% of people immediately delete emails that aren’t mobile friendly. (Blue Hornet)
- Offers designed for mobile devices are redeemed 10x more often than print only offers. (eMarketer)
A poor mobile presence will make you look out of touch with today’s consumer. If you are relying heavily on email marketing, but your target audience or current subscribers aren't opening your emails, it may not be them that is the problem.
These days, not being optimised for mobile could be catastrophic to your business.
Establish Your Credibility
Buyers online are comfortable when they make purchases from brands like Amazon, Wal-Mart, Target, etc. This comfort is due largely because those brands are considered very credible. The buyers know these companies are not interested in just making a quick buck at the expense of quality and customer service.
The more credible your business is, the more successful you will become. Consider this, would you purchase from someone you don’t trust? Probably not. So, you can’t expect your target audience to either. That means you need to build trust.
While there is no magic formula for building credibility, there are some steps take to start establishing it:
- Make your address and phone number visible in all areas.
- Make it simple to contact you.
- Use fairly basic language.
- Proofread EVERYTHING! Bad grammar and typos make a very unprofessional impression.
- Provide links to external websites that provide positive references to your business.
- Maintain a well-designed website.
Start Reducing Your Bounce Rate Today
Now that we’ve discussed several ways to help reduce your bounce rate and increase conversions, you should be able to begin to accomplish this right away. Making even the simplest of changes will go a long way to accomplishing a more successful marketing plan.