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Bounce rate.  The very term conjures up feelings of frustration and angst in even the most stoic of Internet marketers. This little metric shows how many visitors came to your site but then jumped ship without so much as viewing a second page. All sites will see some bouncing, but a high or increasing rate demands an immediate remedy. This article will show you seven speedy ways that your company’s ecommerce site can reduce its bounce rate and convert more visitors into paying customers.

1. Don’t Interrupt the User Experience

Great homepage design is all about the user, so unless it’s absolutely necessary, your homepage or landing page should deliver an experience that is pleasant, intuitive, and easy to navigate. It should not have pop ups, pop unders, auto play media, ads, or anything else that disrupts the user and his or her experience.

2. Maintain Readability

In addition to delivering a pleasant user experience, maintaining readability of your website is of vital importance if you want to keep your visitors coming back, or if you want to convert them into paying customers. Break up your text so it’s easy to read, and don’t use complex words or industry jargon. Though you might use sophisticated lingo inside your company, doing so on your site can backfire and reduce readability. Reduced readability means reduced conversion rates, and reduced conversion rates mean reduced profits.

3. Use Interactive Content

Chances are your company and brand are not stiff and boring, so your website shouldn’t be, either. Interactive content like videos, infographics, and live data can help engage your visitors, so look around for ideas. There are numerous tools available online to help you create interactive content and improve your conversion optimization.

4. Check the Design

With so many options and features to include on a website, it’s easy to get carried away. But your ecommerce site has one goal—to convert customers—and to do that your site needs responsive web design that will work well across any platform those customers are using. Simplicity is oftentimes the greatest sophistication, and a simple yet responsive design will ultimately deliver a winning user experience and improve conversion rates.

5. Use Clear Calls to Action

Customers bounce when they don’t know what to do next. Make your calls to action prominent, clear, and decisive. “Buy Now” and “Order Here” and “Sign Up Now.” You can directly stimulate commerce and convert visitors into customers only when you smooth the path to conversion.

6. Keep It Sociable

Remember, your social media has ROI. People do business with companies they like and trust, so don’t be afraid to speak directly to your consumers.  If they’re kind of quirky, develop a quirky presence.  If they’re serious, be serious.  Let your vision and humanity emanate from your presence. In a hyper-competitive atmosphere where you need a unique selling proposition, your online personality can help give you the edge.

7. Stay Updated

The old adage “If it ain’t broke, don’t fix it” doesn’t apply in the digital world. Online, there’s an expectation of constant change and innovation.  Google’s algorithm continually measures the frequency of updates on a website to determine “freshness;” obviously, the fresher the content, the better for your SEO efforts.  More to the point, your users don’t want to look at a website that hasn’t been updated in months or, worse, years. New content gives users a reason to come back again and again, and it helps reduce your bounce rate, too.

What is Adjusted Bounce Rate?

How does Google Analytics track bounce rate on sites with only a single page? According to the official definition, it can’t! The solution is to use Adjusted Bounce Rate to correctly track visitors that only go to one page. Using Event Tracking, you can measure all visitors that stay on a page for more than a certain amount of time.


For example, to track visitors that stay more than 30 seconds on a page, add the following line to your Universal Analytics tracking code:


ga('create', 'UA-XXXXXXX-1', 'auto');
ga('send', 'pageview');
setTimeout("ga('send','event','Visitor Retention','Time On Page','over 30s')",30000);

Our Perspective

Measuring important metrics like bounce rate should be an ongoing process for any company. With actionable metrics and these seven quick and easy techniques for improving your site, the term “bounce rate” should no longer make you shudder.

New Perspective specializes in strategies proven to help reduce bounce and optimize conversion. If you’d like to talk to one of our Google-certified specialists about any of your web metrics, just get in touch. We’re happy to help.