September 03, 2018

High bounce rate? Here’s how to Lower It


One of the realities that brands commonly face is the dreaded high bounce rate. But what does that even mean, really? And why does it happen in the first place?

Read on to learn everything you need to know about bounce rates, including specific tips for lowering yours.

What Is a Bounce Rate—and Why Is a High Bounce Rate Bad?

Do you ever visit a website, spend some time on the homepage and then exit out? That’s a bounce. Or, as Google Analytics defines it, “a single-page session on your site.” A bounce rate is the percentage of visitors who come to your website and do this.

A high bounce rate isn’t always a bad thing. If, for example, we’re talking about a blog or a single-page website where you only really need people to visit one page, it’s completely normal to have a high bounce rate. But if you run an e-commerce website and your goal is to get visitors to product pages, you can see how it’s a problem.

What Causes a High Bounce Rate?

There are several factors that can contribute to a high bounce rate, such as slow page load times and annoying pop-ups, but a lot of it comes down to the design and content itself. When visitors are overwhelmed by large paragraphs of copy or discouraged by a poorly designed homepage, they tend to bail.

How to Lower Your Bounce Rate

Now for the good stuff. Here are specific actions you can take to lower your bounce rate.

· Improve page load time. Get this: 47% of website users expect a web page to load in 2 seconds or less. In other words, people are impatient. If your website takes too long to load, this is one of the first things you should fix.

· Consider removing pop-ups. We hate to be the bearer of bad news, but the truth is that people hate popups. There’s certainly a time and a place for them, but if you have a high bounce rate, eliminating popups is something you’ll want to test.

· Optimize your content. Does your content tell a compelling story? Is it readable, skimmable and engaging? Are you using strategic headers to break it up? These are the kinds of questions you should be asking yourself. Even something as simple as writing shorter paragraphs on your homepage can make a difference in your bounce rate.

· Simplify your web pages. Your website should be simple and intuitive. This includes not only the page layout, but the navigation bar and internal linking as well.

· Know your audience. The goal isn’t to get just anyone onto your website, it’s to get high-value visitors that are interested in your brand. Make sure the keywords you target are relevant to your content. Relevancy is also important for titles and meta descriptions, so that visitors find what they’re looking for when they click through.

· Include a clear Call to Action. Too many CTAs can be overwhelming. Determine the specific action you want users to take when they land on your page, and make it as easy as possible for them to do it.

· Make your website mobile responsive. Many brands make the mistake of neglecting their mobile experience, which is a big problem considering the increasing percentage of people who use mobile devices to access the internet. Mobile visitors expect to have a good user experience, and they’re even more impatient than desktop visitors.

Remember that when it comes to having a successful website, lowering your bounce rate is only one small piece of the puzzle.

Contact AirTank to learn more about optimizing your website to increase sales.

December 22, 2023
Check out our latest webinar "2024 Trends and Predictions." We cover several topics based on our research, client conversations, and additional insight as we head into the New Year.