What is a bounce rate and how does it affect your profitability?
In marketing terminology, a bounce rate describes the percentage of people who visit a website and then leave rather than clicking on other pages or buying something. It is directly linked to the overall success of a website and is considered a KPI (Key Performance Indicator). In web traffic analysis, bounce rates are a very important measurement because the higher the bounce rate, the more likely it is that there is a problem on the website repelling potential customers. Making general improvements to a site will improve your bounce rate as a side effect, but it is much better to identify specific factors that are causing people to leave. The problem could relate to responsiveness, which is how well a website adapts to different devices and screen sizes. People will instantly exit if the website doesn’t allow them to interact with it or read the information properly. A responsive website works as it should regardless of what method or device is being used to access it. This is a relatively straightforward problem to solve and you shouldn’t be losing traffic due to responsiveness issues, though so many business owners are.
Poor content is also a common culprit behind a high bounce rate, as people are quickly turned off by boring, overly technical, poorly written or otherwise rubbish content. Your landing pages need to be communicating with visitors in a way that grabs and holds their attention, with a persuasive call to action at the end. Not only do your landing pages need to have high-quality, captivating content, but also your blog section, as your blog offers an opportunity to provide value to people and consequently keep them on your site engaging with your brand for longer. Focus on creating articles or providing data that is genuinely useful to people. These are just the basics, after which there are many other methods of reducing a website’s bounce rate, such as improving the UX (User Experience) and UI (User Interface), building more landing pages, using captivating visuals, performing A/B testing and much more. Enhancements like these are beyond the scope of the average marketing professional or business owner and require expert help.
Otelli has many years worth of experience optimising websites to hold visitors’ attention and provide them with value. By focusing on the user’s experience and offering them something that is worth engaging with, we can dramatically increase the likelihood of them staying on your website and eventually purchasing something.
If you would like us to help you get started with lowering your bounce rate, you can reach out by filling in our ‘Say Hello’ form or calling us directly. One of our skilled and cheerful team members will have a provisional call to understand your industry, budget, and goals. We’ll then work out a roadmap that includes a free trial and then start gaining your business some lovely new customers.