On-Page Engagement: How to Bring Down Your Bounce Rate
By Kat, 1 month ago (4 min read)
If you’re facing the reality of a high bounce rate on your website and it’s affecting your ability to drive relevant traffic that converts into valuable leads or sales, then this post could be just what you need.
Today, we’ll be offering up some handy hints on how you can tackle high bounce rates head on. From improving your page loading speed to optimising your onsite content to increase user engagement, we’ll leave you with food for thought when it comes to effective ways to bring bounce rates down for good.
What is bounce rate?
If you’re not sure what bounce rate is, then let us explain. In short, when a user visits your site via any page, this is known as an entrance page. If they leave without clicking through to another page on the same website domain, this is considered a bounce.
Bounce rates will vary depending on your business goals and website design, but a high bounce rate can indicate fundamental flaws in your website design and content. This could be content that doesn’t answer a user’s search queries effectively, poor usability and site navigation or confusing calls-to-action.
Using bounce rate as a metric to analyse your site’s performance can highlight potential issues, but you shouldn’t solely rely on these figures. When looking at Google Analytics, look at the broader picture, taking time on site into consideration too, as cross-referencing these metrics could help to pinpoint specific areas that need improvement rather than site-wide work.
Page loading speed
Many people assume that high bounce rates are a result of low-quality content or a poorly designed site, but the reality is that people can quickly click off your site before even seeing your content if your website takes an age to load.
For time-poor online consumers with a thirst for instant gratification, a slow loading website just won’t cut the mustard, as figures suggest that users expect pages to load in just 2 seconds. This is even more important for ecommerce sites, as data suggests that shopping cart conversion rates drop significantly for every second it takes your page to load.
This results in frustrated users seeking an alternative source to satisfy their search enquiry or buying intent, so tackling this fundamental technical issue should be your first point of call on the journey to lowering bounce rates.
Make content more accessible
Online users are more likely to quickly scan a page rather than dive into the whole thing to assess the page’s relevance to their query, so ensuring your on-site content is accessible and easy to digest is a must.
This doesn’t mean dumbing it down, but instead refining it to ensure it’s appealing and easy to read. One simple tactic is to break down large portions of text into smaller, more manageable paragraphs and add useful subheadings for each section to divide up walls of text.
Using relevant images, videos or infographics are also advised. Not least they add interest to text-heavy content, but visual content is typically easier for the human brain to process and remember.
These straightforward tweaks to content will all go towards optimising on-page engagement, meaning users are more likely to stay on the page if the content is easy and quick to navigate.
Minimise clutter on the page
In a similar vein, each page of your website should be kept as clutter free as possible. While you may want to take advantage of every given chance to reach out to visitors with special offers, email signups and CTAs, a page littered with sidebar widgets, screen pop-ups and other sales messages can be a sure-fire way to confuse users and turn them off.
You don’t have to scrap these handy marketing tools entirely, instead use them sparingly ensuring they’re relevant to the page and add value to the user. Whether it’s adding a ‘related articles’ bar on your blog or prompting readers to view a specific product that’s related to the page they’re currently on, these carefully considered additions can be an effective way to keep people on your site for longer.
Optimise content for relevance
Topical relevance has become a major factor for on-site content in recent years, as Google’s algorithms strive to identify the most semantically relevant content to accurately answer user queries. This can also have a direct impact on bounce rates on your site, as users are far more likely to click back to search results when your content doesn’t satisfy their search need.
With this in mind, it’s essential you put semantic relevance first, providing content that accurately and comprehensively answers customer queries. While this should incorporate a good measure of traditional keyword optimisation for core terms, the key here is to cater your on-page content for the overall user intent around these search terms.
The result will mean visitors to your website won’t just find answers to their initial search, but also related terms that stem off from that – bringing down bounce rate and increasing time on page too.
Making these changes to your website and monitoring the results could be the key to driving down bounce rates and increasing conversions for your business.
If you simply don’t have the time or skillset to make these changes, let us help. Our team of digital marketers love getting their teeth stuck into a new challenge and coming up with tailored strategies that deliver results. For more information, get in touch with the experts at Land Digital today.