“Bounce rate” is a term that describes that percentage of visitors to your site who left from the entrance page without ever interacting with any of the content on the page. A good website should have a very low bounce rate because it draws people in, but a poor website will have a very high bounce rate because visitors immediately perceive the site to be inferior, so they go back to their search results to find something else. There are a number of ways that you can reduce your bounce rate and improve your site so that more people stay on the page and follow links to your other pages. Here is a list of the top five ways to reduce your bounce rate:
- Have a clear message – If visitors can’t determine in just 30 seconds or less what your business does or why your website exists, they probably won’t take the time to figure it out. You need a tagline or very brief paragraph with a carefully crafted message that will get their attention. This message needs to have a sense of urgency and explain why you are relevant to the person visiting the site.
- Design a welcoming entrance page – The entrance page of your website is your chance to make a first impression, and like they say: you only get one chance at first impressions. The entrance page should use designs that make people feel welcome. Usually it’s best to stay simple and use colors or logos that create a visual connection. Too much information or visual stimulation all at once just looks overcrowded and intimidating.
- Have a call to action – you need a message that motivates and compels visitors to your site to do something. The call to action should use personal language that is direct and conveys a sense of urgency. It also needs to be supported by a benefit to responding to the call. For example, “Use our superior marketing platform” is not nearly as strong as, “Use our superior marketing platform and take your business to the next level”. The second example asks the reader to perform the same action, but it also tells them why they should. Furthermore, it is personal because it refers to “your business”. The call to action should also be clickable so that there is nothing to prevent the user from responding as soon as they have received the message. A call to action like the example mentioned above could be clicked on to lead the user to a page where they can quickly purchase the marketing platform.
- Have a link to an offer – If you offer free content like an ebook or some other perk for subscribing to a newsletter, have a simple but visible link to this offer on your entrance page. You don’t have to explain all of the details, but it should be enough to draw people in and make them curious about what you can do for them.
- Make sure your text is readable – This seems like an obvious point to make, but some website designers try so hard to give off a certain image that the use texts sizes and fonts that are very difficult to read. The difficulty of reading the text deters visitors to your site from lingering on the page, and they will quickly find another source for their information.