No matter how successful your internet marketing and organic SEO campaign there is always room for improvement. Success doesn’t depend solely on good search listing rankings and good website traffic. There are plenty of other improvements to be made which can boost your business’s profitability even further such as improving bounce rate.
Take a website I have been working with recently – they have successfully grown their brand and established their business at the top of their industry. They rank very highly in the organic search loistings and have visitor numbers they could have only dreamt of a few years ago.
Business could be even better…
Because some of their high traffic pages have significantly higher (i.e. worse) bounce rate than other pages. That means there is potential to boost sales and leads by engaging visitors better on those high bounce rate pages.
There are several factors that affect bounce rate:
We all know that fresh, unique content is important for signalling that a website is reputable but you should also ask yourself the following questions:
- Is the content what visitors expected based on the title and description in the search listings?
- Is it detailed, informative and well laid-out content?
- Does it use images and other graphics to break up large portions of text?
- Is it easy to view on a small mobile device?
- Have you used accordions and tabs for a better mobile user experience?
Calls To Action
Are there enough calls-to-action prominantly visible on the page, especially near the top – for those people with a short attention span – and near the bottom – for those who want to know more.
Use a mixture of in-text links to related pages on your website and graphical CTAs too, which can help create a visually more appealing layout.
Check that all of your CTAs are properly displayed on small mobile devices:
- is the wording easy to read on a small screen?
- are clickable elements (tap targets) large enough to actually tap with a finger?
- are clickable elements (tap targets) too close together?
Once you have reviewed your content you will have a fairly good idea of why certain pages have a poorer bounce rate than others. And once you have improved the content you will be able to monitor bounce rate and see if it has improved
Remember Bounce Rate is the percentage of people who leave a page without viewing any other pages on your webiste – so a high percentage is bad and a low percentage is good.
You can test the changes informally or use Google Optimize to test variations – this is particularly useful for testing different wording on graphical CTAs.
A word of warning: In addition to looking at ways to improve Bounce Rate check the Dwell Time (i.e. the average time spent on the page) because some pages have a very high Dwell Time and High Bounce Rate which means visitors were engaged, read all of the page but didn’t want to read any more. This may suggest you need to break up the content into two or more pages to cover the whole topic.