Through Stuart taylor, director of digital development at Media Red
John Wannamaker, one of the pioneers of advertising in the United States, is said to have said, “When a customer walks into my store, forget me. He is king.
Well, that attitude is as true for American department stores in the early 20th century as it is for web design today (aside from the obsolete masculine pronouns bias). Yet, this is something that many B2B organizations seem to be wrong.
When designing a business website, the user is king. And bounce rate is an extremely important metric for measuring whether your website is easy to use and is meeting user needs without them looking elsewhere.
Below are 11 helpful tips to improve a website’s bounce rate …
- First impressions matter
In a 1/20e in a second, a user makes an impression on your website – and your business.
It’s what scientists call the halo effect that causes people to be biased in their judgments about something if it looks “right.”
For this reason, in some cases, users would endure poor functionality if a website is visually appealing.
- Evaluate what is at the top of the leaderboard
Google is constantly updating and updating its algorithm. Look at content that ranks highly on Google to identify and emulate what its algorithm thinks is good, engaging content.
High quality content can be found on a service or product page, FAQs that answer large searches, or interesting and relevant blog content.
- Increase your internal links
An easy way to reduce your bounce rate is to increase the number of internal links to relevant pages. This encourages users to click on another page rather than leaving the site. Internal links also increase the number of pages a user visits in a session.
Make sure these links are placed less than halfway down the page, as users are less likely to scroll down the page. Also consider placing links at the beginning or end of sentences. And always highlight them as hypertext text.
- Improve page load time
Waiting for a page to load is one of the most frustrating experiences for users.
Check the page speed of your website using Google’s Page Speed Tool. If the load time is below average, it may be worth investing in a hosting upgrade. This will ensure that the server load time does not affect your website. Consider using smaller images and fewer plugins as they take longer to load.
- Identify underperforming pages
A poorly performing page could drop the whole site. Use data from Google Analytics to identify pages with the highest bounce rates and prioritize which changes to make first.
- Limit pain points
A website with distracting, difficult to use, and boring features will only frustrate your users. Persistent pop-ups, interstitials (ads that appear while a screen is loading), and overlays are generally the worst offenders.
Keep them to a minimum and only highlight the information that is most relevant to the user.
- Readability is the key
Sensory overload on a website will do more harm than good. On the contrary, a website should have a clear flow and a simple structure.
Encourage readability by designing navigation bars with the pages users are likely to need first, avoid large chunks of text, and clearly highlight captions and key information.
A well-thought-out sitemap, where key pages are easy to find with minimal effort, will do wonders for your customers’ experience.
- Have a clear call to action
A clear call to action increases your chances of turning a user into a customer.
Encourage a desired action by highlighting the benefits. Make a promise, use adjectives, and provide numbers (eg sign up and get 20% off). This language motivates the user and provides them with a reason to engage.
- Using breadcrumb links
If your website is an e-commerce platform, make it as easy as possible for users to navigate to associated categories and subcategories by using breadcrumb links, including location links or attribute links. .
Make sure the titles and placement of these links are consistent to avoid confusing the user. And remember, these links shouldn’t be used as your site’s primary navigation, but rather as an add-on to make the user’s journey easier.
- Reduce 404 errors
404 errors are a quick way to drive users away from your site. If a page has been permanently deleted, consider restoring it or redirecting it to a page with similar information.
Sometimes these mistakes are inevitable, so consider personalizing your 404 page with a humorous post and encourage users to search for another page.
There are many powerful tools that can deliver heaps of data on your website. Try the Screaming Frog SEO Spider (a website crawler) to identify broken links on your site.
- Consider using the adjusted bounce rate
While these tips can help reduce your website’s bounce rate, remember that a standard bounce rate doesn’t highlight your time on the page.
For example, a user can find all the information they need on the first page they land on and then go back. The bounce rate does not take this into account.
A recent update to Google Analytics allows for an adjusted bounce rate, giving you more information about the number of visits received by a page, as well as the time spent on the page.