To reduce your bounce rate, you can do this
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⛳️ This article was originally published on the “Marketers” website
The annual “Double Eleven” event has just ended, and various e-commerce websites have revealed their amazing performance results. As we all know, shopping website orders are closely related to website traffic and conversion rate, and another indicator worth noting is the bounce rate.
Simply put, bounce rate is to calculate the proportion of visitors who leave the website immediately after entering it, without staying on the website to continue browsing the page. According to Google Analytics, bounce rate refers to a single-page session on a website; in other words, a bounce is counted when a user visits only one page during a session and leaves the site without making any other requests to the server.
Avinash Kaushik, a website analysis expert who wrote the book “Web Analytics: An Hour A Day”, once pointed out that if the bounce rate exceeds 35%, you need to pay attention, and if it exceeds 50%, it will be more worrying. It is true that the bounce rate should not be too high, but it does not mean that you should panic if the bounce rate reaches 60% to 70%.
A high bounce rate usually means that the website entrance page has extremely limited relevance to visitors; therefore, operators cannot expect potential customers to continue browsing the website. Naturally, it is also difficult to achieve the purpose of product sales or conversion.
Bounce rate is not a scourge. Many experts regard it as an important indicator for website analysis. We should also have a correct understanding of bounce rate, not just stick to the numbers - more importantly, we should focus on how to effectively control or reduce the ratio.
To reduce the bounce rate of your website, you can try the following methods:
- Improve website speed
With the evolution of the times, many websites are now beautiful and colorful, and they also use a large number of audio, video, images and other elements. In this way, although it is easy to attract the public’s attention, it may also slow down the page loading speed. For visitors with specific needs, a slow website can cause frustration and may lead them to look for alternatives. Therefore, if you want to reduce the bounce rate, it is recommended to first use the [Web Page Performance Tool] (https://developers.google.com/speed/pagespeed/insights/) provided by Google to take stock of the performance of your own website.
- Enhance search function
Website search is a must-have function for visitors who come with a clear intention to visit (for example, want to inquire for information, shop, etc.). Although many websites have search functions, they are only superficial and ineffective in actual use. This is actually a pity. It is recommended that website operators should face up to the importance of website search functions, so that netizens will not leave rashly because they cannot find information!
(Methods to reduce bounce rate: Enhance search function/Picture: taken from Unsplash)
- Optimize the mobile version of the web page
According to the “2017 4G Mobile Lifestyle Usage Behavior Survey” report of the Information Policy Council, 51.5% of Taiwanese people spend 2 to 5 hours a day using mobile phones, and 28.1% of people use mobile phones for more than 5 hours a day. It is obvious that everyone has become very dependent on mobile phones to access the Internet. Therefore, website operators must pay attention to the needs of mobile users - it is not necessary to develop a dedicated APP, but they must consider mobile version web pages as standard equipment!
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(Methods to reduce bounce rate: Optimize mobile web pages/Picture: taken from Unsplash)
- Increase legibility
The concept of legibility comes from its own origin. When visitors read information on a website, they can focus on the idea conveyed by the content without wasting extra effort to identify fonts or some complex visual elements. Legibility and visual design are closely related, so font size, page layout, contrast between text and background, etc. will all affect visitors’ reading experience and willingness. It is recommended that the website design team pay more attention to related configurations.
(Methods to reduce bounce rate: Increase legibility / Picture: taken from Unsplash)
If you want to reduce the website bounce rate, in addition to prioritizing the four methods introduced above, you can also pay attention to many details, such as: minimizing bounce ads, optimizing website navigation, providing a complete website introduction and strengthening calls to action, etc. Overall, only by constantly observing user behavior and formulating correction and optimization plans can we effectively control the website bounce rate. It may be difficult to achieve immediate results, but as long as you master the correct method, you will definitely improve. Well, let’s work together!
Source of the first picture: Unsplash
Further reading:
This article Author Zheng Weiquan (Vista Cheng is the co-founder of the Taiwan E-Commerce Entrepreneurship Association (TeSA) and the founder of the “Content Hacker” (https://www.contenthacker.today/) website. He served as the product director of “Wind Media” and the editor-in-chief of “Digital Times” magazine. He is also the author of “WordPress Blog Setup and Management”, “Facebook Embracing the World”, “[Slow Reading and Understanding] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)” and other books.
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★ Photo Credit: Vista
