No matter what type of business you are, your website serves as your virtual storefront. You need “foot traffic” to your site to generate leads and revenue. Not only do you need traffic to your website, but you also need people to convert (i.e. fill out contact forms, download content offers, etc.). Are you hurting for leads but haven’t seen your website traffic dip? Your site might have a high bounce rate.
A website “bounce” is when a visitor comes to your site and leaves the same page without viewing any of your other content. This can be devastating to your content marketing campaign because people aren’t exploring all the wonderful information you have to offer. Don’t worry – there’s still hope. Let’s start with your homepage. You can then follow the remaining tips to reduce bounce rate on other pages of your site.
1. Make it easy, breezy, beautiful.
Is your homepage’s design aesthetically pleasing and user-friendly? See if it passes the Big, Dumb Seal test. People visit your website because they want more information, so make sure that it’s easily accessible. Is your call-to-action clear and close to the top of the page? Can someone breeze through the messaging and pull out the important details? If the answer is yes, then it may be okay that your bounce rate is high. This doesn’t mean that your content is poor. It just means that people are able to find what they want quickly, such as your company’s phone number or address, for example. Remember, the following are your friends when it comes to making your copy easy to read:
- Bullet points
- Bold phrases
2. Speed up your site.
Today’s society is all about instant gratification. Gone are the days when people would willingly wait for their internet to load (cue the screeching dial-up noise). They want your content, and they want it now. Most website visitors aren’t willing to wait more than 2 seconds for your page to load before moving on. Improve your page load speed by:
- Decrease image file sizes
- Enable browser caching
- Eliminate unnecessary scripts and stylesheets at the beginning of your page
3. Use internal linking.
Internal linking shouldn’t stop at blog posts. When writing copy for your homepage, don’t be afraid to slip in several internal links to other content around your site. Someone might not have planned to go hunting for your eBook but ends up downloading it because it was hyperlinked in a relevant spot. The only place on your website you don’t want internal (or external) links are your landing pages.
4. Make it mobile-friendly.
Fun fact: Mobile internet searches are growing at a faster rate than desktop searches – surpassing them altogether. Make sure that your website looks not only good on your browser, but also on smartphones and tablets. Don’t worry about breaking the budget to create a separate mobile site. Responsive design allows your site to be accessible across devices.
5. Have a strong keyword strategy.
As you may know, search engine optimization is both an art and a science. While you may be tempted to go after very high volume, competitive terms, take into consideration what your persona is looking for. You may target the phrase “experiential marketing” but get people who are looking for a definition of the term instead of ones who want to hire your company. Use long tail keywords like “experiential marketing agency,” and always double check for intent. Bounce rates are unforgiving when the user was promised one thing and given another.
6. Share your top content.
How many times have you lost track of time on a website because you kept clicking on interesting, relevant articles? Don’t be afraid to showcase the top 5 blogs on your site or feature a CTA for an eBook in the sidebar. This is especially true when the buying cycle for your product or service is longer than that of the average widget.
Are high bounce rates getting in the way of your lead generation campaign? We can help.