Each website’s ranking on search engine pages depends on various ranking factors, including quality of content, website design, keyword selections and keyword position, website traffic, social media links, and, yes, the website’s bounce rate. Website bounce rate can be a big issue for promoting business websites on search engine pages. The bounce rate, the lower the website ranking, and the lower the bounce rate better will be your website ranking on search engines. But how does the bounce rate impact business growth, and what SEO Services will help you better?
Well, in this article you will get the answer to these questions. But before diving deep into it, let’s understand what bounce rate is and why it is crucial for website growth. We will help you with the most practical techniques to reduce the website bounce rate to better rank on search engine pages.
What is the Bounce Rate?
Bounce rate is the percentage of site visitors who leave the site immediately after visiting only one page without taking any action. The visitors left your site immediately because he may have found the solution he was looking for, or your site is irrelevant for them. Google tracks user’s activity and user session, user experience, and values your website accordingly. The better a website’s user session, the better will be the website’s performance on search engines. A lower bounce rate will lead to more conversions and better business growth.
Different search engines calculate bounce rates differently; better insert Google analytics code into your website to get the regular updates.
Factors That Can Affect Website Bounce Rate
Sites with a high bounce rate tend to “fall short” in terms of quality in one of several areas:
- Site design and ease of use (usability);
- Relevance of content (product range);
- Adaptation for viewing from mobile;
- Download speed and other technical issues.
- The site design is visually unattractive: Sometimes, the problem is that it is so evident that you cannot ignore it. And no amount of promotion will help an online store to sell if a visitor visits it and sees a small print on a variegated background, a page overloaded with banners, which hurts his eyes. Attractive design is a factor that influences the bounce rate and the level of trust in your resource.
- Usability issues: If your site is challenging to use, the navigation is confusing, the structure is confusing, some buttons don’t work, and the pages give an error – at least it’s confusing. But an even bigger problem is that the visitor has no desire to understand all this, and he closes the tab.
- Failure to meet user expectations: A simple scenario: following an attractive snippet from the search, a person ends up on a page that, for some reason, does not have the information he needs, or it is presented in an unsatisfactory way. For example, an article only superficially reveals the desired question, or the product card is half empty. In this case, he has no motive to stay here, and he will look elsewhere.
- Inappropriate traffic: It is pretty evident that if a visitor came to you from an organic search for a target request to which this page does not respond, he would leave it. Therefore, it is necessary to optimize the pages and the site for those keywords and phrases, the answer they give. It also includes working with various sources of traffic attraction – it is worth working only with those that allow you to attract an actual target audience.
- There are no calls to action: This issue resembles the second point related to usability, but it can probably have even more detrimental consequences for sales and conversions. The fact is that a user can go to your site and do not know what to do next: the shopping cart is invisible, how to register is not clear, the subscription form is hidden somewhere, etc. That is, the elements necessary for the conversion chain of actions are missing.
- Slow loading of pages: Site load times are especially relevant for online stores and have a lot to do with customer satisfaction. According to reports, almost 40% of visitors leave the site if it takes longer than 3 seconds to load. So, it is crucial to pay special attention to website loading speed for its better performance.
- Lack of an adaptive version: The bounce rate from visitors who use smartphones and tablets to surf the Internet will be much higher if your site is not optimized for mobile viewing. And this is a real problem, given the dynamic growth in the share of mobile traffic.
SEO Techniques to Improve Website Bounce Rate:
You need to keep many essential website on page seo and website elements, factors in mind when it comes to improving website bounce rates. Implement the below-mentioned tips and techniques and see how it will affect your website’s performance and lead to business growth. Let’s begin with the first one:
- Improve your website structure: Your website is an online store of your actual store, and if you want to grab your customer’s attention, you need to work on its appearance first. People love to visit a site with a well-structured format when everything is placed correctly and efficiently accessible.
- Structure your content: The readability of information is essential, and ways to improve it include choosing an easy-to-read font type and size, breaking down content using headings, subheadings, and paragraphs, highlighting important points in bold or colored blocks, etc. Solid sheet text that is displayed in small print and even in a color that is not particularly distinguishable from the background – surprisingly, this still occurs.
- Improve navigation: It should be easy to understand and accessible anywhere on the site, wherever users are. The same will be valid for the search string. If people are comfortable with a website and easily navigate it, this can help reduce the bounce rate.
- Review the semantic core: It is better to remove keywords that are not targeted for your business, which are used in SEO optimization and setting up a campaign in contextual advertising. Their use can lead a non-target audience to the site, which negatively affects the bounce rate.
- Give the user what they are looking for: The logical question is how to do it? In this matter, web analytics will help you: if you receive traffic to the landing page for requests, the answers to which it does not contain or does not give them thoroughly, then you need to refine it. For example, add the required amount of text on the topic.
- Add call to action: Even if the page that the visitor went to fully satisfies his request, you have every chance to motivate him to continue browsing the site. Your visitors always look for attractive and appealing buttons to get the best solutions, so by adding dedicated call-to-action buttons to your website, you can make their job easy. Here are some most common call-to-action buttons you can use on your website: ‘Click Now,’ ‘Visit Here,’ ‘Call Now,’ ‘Read More,’ ‘Book Now,’ ‘Checkout,’ ‘Add to Cart, etc.
Bounce rate serves as an important indicator by which to evaluate the effectiveness of a resource or its promotion. If the bounce rate is high, an audit should be carried out, and the reasons should be understood. If the site is assessed positively during the audit, then the reason must be looked for in the traffic acquisition settings.
Ravi is a digital entrepreneur who has a vision of helping businesses to increase their online presence through websites, mobile applications, and SEO.
He is the Founder & CEO of Webomaze Pty Ltd, a one-stop digital agency based in Melbourne.