Relatively underrated compared to such metrics as “pageviews,” a page’s bounce rate shouldn’t be ignored. It’s important to know how many of your website’s pages were the first and last of your website a consumer ever saw. Knowing this might help you to improve your pages.
Judging Bounce Rates
Just like limbo at a party, you want it as low as possible for everyone. That being said, different pages will inherently have different bounce rates. Informational pages are likely to have higher rates due to the audience’s ability to get the information they were looking for and leave. Contact pages are likely to have lower rates because very few people click into a contact page from a browser.
When looking at bounce rates, it’s important to remember page content and user intent.
Improving Bounce Rates
If you want to improve your bounce rate you have to focus on user experience. This means optimizing everything.
Nothing gets a user to leave like making them wait. Compress your images, check your loading speeds, and making any necessary changes.
Look at your pages as if you had never seen them. Are they visually appealing? Are they thematically consistent? Do they make you trust the website? Would it be easy to find an enticing next page to visit?
If the answer to any of these questions is “no,” fix it. Your page is your front entryway. If a visitor enters and doesn’t feel comfortable they’re going to leave.
Content should be optimized for fast reading. That means short sentences and short paragraphs. It also means that the content needs to be useful and relevant. Don’t sacrifice quality for brevity; you can write a longer piece if you really need to.
If your page is well written, interesting, well designed, and loads quickly, one of the best ways to get people to go to a different page is with internal linking. This allows easy access to other pages on the website. We’ve all been down Wikipedia rabbit-holes and ended up learning about the history of some bridge in North Dakota.
If you think your website needs to improve the bounce rate on some (or all, we don’t judge) of its pages, contact us and we can help you figure out how to find and improve your bounce rate.