Bounce rate is one of the ambiguous parameters in evaluating digital marketing activities. This parameter is generally analyzed in order to understand the user experience of the website.
Google Bounce Rate is defined as:
“Percentage of hits that result in only one page (for example, a person enters a web page and leaves from there)”
Although this definition is very simple, the reason behind the user leaving the website can be very complex. In some cases, a high bounce rate means a poor user experience. However, even a high bounce rate can indicate a positive user experience.
For example, if a user searches for a lasagna recipe and clicks on a result, and then leaves the page after purchasing the ingredients to buy them, this process is considered a positive user experience. The user finds the information he wants and leaves it with satisfaction.
On the other hand, if the user searches for the lasagna recipe and after clicking on a search result, sees the pasta recipe, he will leave it immediately and this process will not have a positive user experience.
The user has been deceived in this scenario and has not found the content they need. High bounce rate in such circumstances is not considered a positive factor. In the following, we have introduced effective methods to reduce high bounce rates to help improve the website user experience.
1. Pay attention to the loading speed of the website
If the user has to endure a long time to load the pages of the website (meaning a long time of more than three seconds) this scenario will have a poor user experience.
The value of the page content does not matter until it is seen. Mobile page load times are also doubled, as mobile users are more likely to leave slow websites.
2. Ability to search the website easily
Many websites ignore the website search module. If the user does not find the content they are looking for on the page, there is a good chance that they will go to the search section of the website. Having such a module helps keep users on the website and does not leave them.
3. Easy navigation
Users should be able to easily navigate and navigate the website. When a user enters the site, the path to reach the content he wants should be easy. If this path is winding, they will most likely leave the site.
4. Focus on design
A good website design can build the trust of users. Users rarely spend time on websites that are not well designed and can not be trusted. Improve the user experience by creating a good design. A good design, in addition to beauty, also has the feature of being functional.
5. Prioritize mobile devices
Mobile device users have less patience than desktop users. The ideal website should have a responsive design to create a positive user experience for mobile users.
6. Pay attention to the readability of the content
The content of the web pages should be readable and in a suitable format. This issue is very important in discussing the user experience, because no user is interested in encountering a lot of broadcast content after entering the website.
If the content is formatted in smaller blocks and includes bulleted lists, images, and video, users will spend less time digesting the content and the readability of the content will increase.
7. Shorter paragraphs
One of the main things that helps to read content is the length of the content paragraphs. Paragraphs make the text content of the website shorter so that users can better communicate with it.
8. Use different types of content
One way to increase the readability of the site is to use different forms of content. Using videos along with textual content can attract more attention. Quality images are also very effective in attracting attention and ultimately reduce bounce rates.
9. Related keywords
Use relevant keywords in the content of the site. If a page on the website ranks well in a keyword and users do not see content around that keyword after entering it, they will leave the page immediately. This will also negatively affect the users’ trust in the website.
10. Related contacts
You should always identify your target audience and produce content related to their needs on the website. Targeting contacts should not be too general, as the chances of communicating with the user are reduced.
Focusing on a group of users will help you find an audience that is exactly looking for your services and products. These users are more likely to be attracted to your site and spend more time on it.
11. Avoid pop-ups
Users generally do not enjoy pop-up windows. These windows will cause a poor user experience.
12. Reduce ads
It is better to use ads correctly on the website so as not to annoy users. Banner ads are usually placed on the sidebar of the pages, so that users can focus only on the areas where their main content is located.
13. Persuasive CTAs
A CTA (call to action) should be clearly visible on the website. Its sharpness should be such that the user can see it at a glance.
A CTA should also be attractive enough to make the user interested in clicking on it. The smallest details are important in the form of a CTA. The modern color used, the text font and the verb used in it are all very important. Because all these parameters affect users’ clicks.
14. Remove invalid links
There are many unreliable links on the website that annoy users and they will not be able to find the content they are looking for. There are many ways to find such links, including Google Search Console and the various tools that have been created to do so.
15. Focus on link building strategy
By focusing on internal links you can convince users to be more present on the website. These internal links help users to easily navigate to their favorite sections of the website and generally enjoy working with the website.
16. Open links in new tabs
Opening links in a new tab at the same time as users click on them can be a good tactic in improving the time users spend on the website. This will open multiple pages of the website in the user’s browser. Of course, be careful to use this strategy correctly and do not overdo it.
17. Build 404 useful pages
Page 404 should not be created for the sole purpose of not finding the page. This page can have links that encourage users to view other sections of the website.
18. Continuous blogging
Continuous content production can provide a variety of content to the user, thereby persuading them to circulate more on the website.
19. View website credentials
Users are always looking for the credibility of a website. After entering a website, users often start to see one of its contents and understand its readability.
One way to show website credibility is to provide positive reviews from other users about your products and services. Display one of your employment contracts and gain their trust by creating a security certificate for the website. This will definitely reduce the bounce rate.
20. Use Google Analytics and other similar tools
There are many tools to help you track user statistics.
Google Analytics is able to track and report the following parameters:
- User presence time
- Bans Rate
- Number of pages visited per session
- Most visited pages
- And many more
Other tools like hotjar help you learn how users interact with the page. You can use this data to test and evaluate changes made to the page.
Know the value of users who have entered the site. Optimize web pages to provide a positive user experience and thus prevent bounce rate increases.