Do you have an unusually high bounce rate and are looking for ways to keep visitors on your website?
The purpose of every business is to keep customers engaged, build trust, and encourage sales. Your business will never get the chance to accomplish any of this for customers that leave without checking out your offering. This is why in the digital age businesses should strive to lower the bounce rate on their websites.
Split Test Everything
Split testing, also known as A/B testing is a powerful tool to use when optimizing for bounce rate. If you find a page has an unusually high bounce rate without any clear indication why, you can use split testing to get to the root of the cause.
You can split test anything on your website, including color changes, text placement, and images. The split test occurs when your baseline page is served to 50% of your visitors, while the other half receives the page that includes your changes. This way you can see in real-time if your changed blog post, contact form or call-to-action button is making a positive impact on visitor behavior.
Show Social Proof
Social proof is a powerful psychological effect wherein people are more likely to buy a product if they see their peers having a positive experience with the brand.
The most popular way to build social proof is by placing testimonials and feedback from industry experts or happy customers on your website. Try to include testimonials on all of your pages — it can be as short as a single quote from a longer review from a customer.
In addition to that, you can use a social proof method that shows visitors what other consumers are doing on your website. For instance, whenever someone is on your page, you can let them know that five new people subscribed to your newsletter. Letting new visitors know what everyone else is doing signals to them there is something worth sticking around for longer, which significantly improves your bounce rate.
Simplify Your UX
User experience is one of the key factors that impact your website’s traffic. Can a visitor find your business’ contact page from every major section of your website? If the navigation is messy, users landing on your website may start having questions with no clear path to an answer. Instead of looking around, users generally leave and forget about your business.
Simplifying your UX will start from the foundation of your website and overall structure. Make navigation as easy as possible, so users can get to any section of your site without getting redirected.
Target Customers after They Bounce
You may optimize your website for lower bounce rates, but will still have a significant portion of visitors leave. There could be various reasons for this, and often it may be that the user got distracted and the page timed out. Consumers will also leave the website if the information on the landing page doesn’t meet their expectations.
You can use a re-targeting practice to get some of the bounced visitors back on your website. Start by targeting customers on social media or through email if they signed up to your mailing list.
The goal is to convince people to come back. Even if their first visit will count as a bounce visit, an eventual conversion will help lower the bounce percentage and improve overall results.