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Your website’s bounce rate is the figure that tells you what proportion of your website’s visitors leave very quickly after they arrive. Your bounce rate is here, it’s a sure sign that something’s not quite right or that your visitors are very quickly running into issues that they don’t want to stick around to deal with. Whether you're making a site of your own or you rely on experts do the job, you need to know what engages and what turns your users away.
So what can be done to improve the situation when your website has a bounce rate that seems to be getting out of control? That’s exactly the question we’re going to seek to answer today. In truth, there are lots of things that can be done when you’re looking to reduce your bounce rate, and you can find out about them below, so keep reading.
Improve Load Times
Improving your load times is one of the best places to start if you want to make sure that people stick around on your website for longer. A high bounce rate is a sign that something really is wrong and that it’s time for your business to do something about it. Long load times will cause people to leave because, like it or not, people don’t have any patience at all when it comes to browsing the web. They’ll leave as quickly as they arrived if they’re made to wait for loading.
Make Your Site Easy to Search
You want people to be able to find what they’re looking for on your website, especially if you’re a business typing to sell a range of products or services. Make it as easy as it can possibly be for people to search through your site and find what they’re looking for. Each person who visits your website is unique and will have their own priorities and reasons for visiting. That’s why it’s so important to allow people to search through the many pages that make up your website.
Format Text Carefully
The way in which the text on your website is formatted is another thing you’re going to have to take into account. You want the text to be laid out in a way that’s clear and easy to understand. If it’s not, you’re going to run into problems and that’s definitely not what you want to be dealing with. Don’t be afraid of white space and don’t feel as if every inch of the page needs to be filled because that’s when things become too messy and busy.
Use Calls to Action Sparingly
Using calls to action on your website is important because it helps to point people towards the things you want them to look at and click. But at the same time, you can very easily overwhelm your visitors if you’re not careful and that’s what you want to avoid here. It’s not in your best interests to overwhelm your visitors with too many calls to action because when you do that, you end up confusing people and they’ll simply turn away.
Carry Out Usability Testing
Usability testing is definitely a good idea. You can try and guess how people are going to use your site and how usable they’re likely to find it. But you can’t understand it fully or get concret answers until you test it properly. Don’t make the mistake of not carrying out usability testing because that’s when problems can arise that you’re not even aware of, and your bounce rate will suffer as a result. Get it tested and then act on the insights that are found.
Offer More in Terms of Product Photos
When you’re looking to sell products on your website, one thing that you can’t afford to ignore is the photos of those products that you put forward. You want to make it as easy as it possibly can be for your visitors and potential customers to see your products from as many angles as possible. This makes them more likely to feel confident about making a purchase. Creating a short product video might help as well. The more you offer, the better.
Optimize for Mobile
It’s also really important to think about how users might interact with your website. It’s true that many people now choose to use mobile devices to browse websites, and that means you need to be able to optimize for those devices. If people feel as if your website is not meeting their preferred browsing needs, they’re simply not going to interact with your site and will probably quickly leave.
Work on the Site’s Navigation
Next, you should think about how easy it is for your visitors to navigate your site. If you make it hard for people to find what it is they’re looking for on their platform, they’re probably not going to wait around for too long. Working on the navigation of your site should focus on how people search for content and the way in which your content is split up into different categories and sub-categories. That extra ease of access and user-centric design will make a big difference to how your website functions and is used.
Offer Social Proof
Finally, you should think about putting some sort of social proof in place on your website. It’s in your best interests to ensure social proof is clear and legitimate. That way, people will find making purchasing decisions far easier because they’ll have a greater degree of confidence in your brand and what you’re offering. Social proof can come in the form of reviews and testimonials from past clients or customers. Or you can use other forms of social proof that are particular to your niche or industry if you prefer.
The bounce rate of your website will say a lot about what people think about it and how successful it is at meeting their needs and expectations. So if you make the most of the changes we’ve discussed above and start to enact some of these changes, you should find that more of your website’s visitors start sticking around for a little longer.
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