Bounce Rate and Ways to Avoid It
September 27, 2011 - SEO
Avinash Kaushik, a web analytics guru, once described the usual scenario that occurs on websites with high bounce rates as “they came, they puked, they left.” He was referring to the behavior exhibited by website visitors. Bounce Rate refers to the percentage of people who visit your website and immediately leave it without moving onto other pages. This statistic often reflects whether your site is appealing to visitors or not. Generally, the higher your bounce rate, the higher your risk of losing potential customers. You should strive to engage your visitors and get them to stay on your site for a longer period of time, while directing them to other relevant pages.
How can we avoid a high bounce rate?Here are some helpful ways to avoid high bounce rates as much as possible:
Make a good first impression.
- It will only take a few seconds for your visitors to decide whether to stay on your site or leave. These few seconds are very crucial and it is important that you create a good first impression within this short time frame. To do this, make sure your site is user-friendly and easy to navigate. Ensure you have unique, high quality content that can catch visitors’ attention. In addition, as often as possible, turn off automatic videos or music as well as pop-up ads. These will only annoy visitors and may cause them to leave your site as quickly as they entered it.
Speed up your loading time.
- Website visitors are easily frustrated with slow loading times. If it takes too long for your page to load, you could lose a large part of your potential customers. There are analytic tools and techniques that can help boost your page loading speed. For the meantime, start by removing unnecessary videos or extra images that can slow down your loading time.
Add relevant content.
- One of the most frustrating things for a visitor is to open a site that is seemingly impressive but does not contain any of the information they are looking for. Websites should function as good sources of information in order to improve user experience. Visitors won’t be inclined to leave your site if you offer them relevant information.
Keep related contents easily accessible.
- Keep your visitors engaged by providing links to related contents so that they can easily access them. Don’t overdo it, however – often, less links are better as they prevent visitors from becoming overwhelmed.
Never impede user experience.
- Only use features that are useful to your users. Splash pages may be cool but many visitors don’t like them. By using unnecessary features, you may cause up to half of your visitors to leave. Intrusive polls and surveys also disrupt user experience and therefore should be avoided.
Remove keywords that correspond to high bounce rates.
- Having highly searched keywords is useless if you are not actually providing what users searching for those keywords really want.
Give visitors what they want.
- If you have an ad promising your visitor something, don’t redirect them to your homepage instead of the the page listing what the ad promises. Deliver what you promise and you will see better results.