Bounce rates refer to the metrics that web analytics utilize. Simply put, it indicates the number of visitors who visit a website and leave, in contrast to remaining on the website and meaningfully interacting with it. Most people make use of bounce rates to gauge whether their pages are successful or not. While a high bounce rate is considered as bad, and a low bounce rate is good, this may not always be the case. For instance, a help page for customers that experience a high bounce rate can mean that a user has gotten a satisfactory remedy to a concern and bounced, which is a good thing. On the other hand, high bounce rates on landing pages that offer various products for sale can signify that it could use some improvements. In other words, a high bounce rate may be a good sign for some, and a low bounce rate could be a bad one for others.
This article works on the premise of high bounce rates as not being a good thing. One essential metric that web owners must monitor is the site’s bounce rate. It indicates the percentage of visitors that exit from the site immediately after browsing a page, or in a matter of a few seconds. This number of bounce rates is equivalent to lost customers who may not have found the site appealing enough to browse through, or irrelevant to their needs. They may not have felt compelled to interact with it and decide to leave instead. With the short attention span of users, and the many options online that prove to be much more interesting, a website’s visitors will need something extra to motivate them to stay. They have to know that the site is beneficial for them, and can provide the best information for their queries. Thus, it is the responsibility of owners to create a website that visitors find worthwhile, and offer high-quality content that visitors are drawn to and keep them engaged. Experts from the likes of an experienced Washington DC web design agency can help in this regard.
Reducing the bounce rate of a business website is vital. People need to know what a website can do for them that others can’t. If they see the need, they will stay engaged, linger longer, and ultimately do business with the company. Bounce rates affect search engine rankings as well, which is why issues that cause increased bounce rates should be addressed as soon as possible.
Here are eight reasons for a website’s high bounce rate.
- Slow loading time
The loading speed of a website is a major factor that affects its bounce rate. It is not surprising that users are impatient considering the alternatives they have online. When they need information, they want it quickly. In less than three seconds after clicking, a user will expect to land on a page and get their answers. Anything more than that will prompt them to leave and search elsewhere.
- Unoptimized for mobile devices
Mobile devices are the most popular choice of online users when it comes to conducting searches. Websites that are not suitable for these devices can expect high bounce rates. There is no reason for a user to visit a page on their mobile device when it has not been designed for that purpose. For the website, the lost opportunities are countless, with most, if not all of their audiences relying on their mobile devices for everything.
- Absence of call to action
One of the primary reasons for a high bounce rate is the absence of a call to action. After a visitor enters a landing page, they need to know what to do next. A call to action directs them to take steps that are most favorable for the specific page. They should not need to focus too much on what the website expects them to do. The call to action should be strategically located in different areas of the site.
- Poorly designed website
The design of a website impacts bounces because users find designs interesting. An unappealing web design turns visitors off from the get-go. If they are unimpressed by the way the site looks, they will quickly bounce and search elsewhere. Website designs developed by professionals from a Washington DC web design company can effectively address design issues. It is worth the investment and can significantly reduce the bounce rates.
- Wrong audience
When a landing page offers a product or service for a specific audience, it should be advertised for them. Many businesses have ads that attract various users and generate traffic to their site. However, not all of these users are the targeted audience of the site. Since the product is not relevant to their needs, bounce rates can be expected. The right traffic is the brand’s targeted audience, those who have been supplied with the facts through the company’s ad pitch, and referrals. These are the people who are converted to paying customers.
- Unmatched to user expectations
When a visitor enters a page, they expect that they see what they came for. When the website shows them something else, they will find no point in staying on the page. These situations usually occur with paid ads that offer a specific product or service and link it to a general page or the company’s homepage. It is crucial that a website meets the expectations of its visitors. While the site may show content about various things, a visitor goes there to gain specific information regarding the product or service they are interested in.
- Low-quality content
As always, high-quality content factors in, from generating traffic, leads, and sales, to ranking high on search engine results. With bounce rates, it is still a key factor. Visitors want to see content that makes sense to them, whether they are in text, videos, or pictures. High-quality content is essential to keep users interested and engaged. They must be relevant to what the company is offering and what the users are expecting. Low-quality content pushes visitors away from the site.
- Overload of options
An overload of options on a landing page results in higher bounce rates. When visitors see too many links and calls to action, they can be overwhelmed and decide to leave instead.
Bounce rates can be decreased by performing the necessary actions to optimize the website, from hiring the services of experts from a Washington DC web design company to staying updated with the latest digital marketing trends.