No matter what changes and innovations may shape the online world, a well-developed website will always play a pivotal role in internet marketing. Your website doesn’t need to follow any specific structure or format, except the one that best tells the story of why you ask for your visitors’ attention.
Therefore, your site’s primary objective (besides increased conversions/ profits, of course) should center around engaging your audience. Give them a reason to spend more time on your site. How easily do the most pertinent ideas and information resonate with visitors? How much of a chore is it for the visitor to weed through technical information? You should take these user experience issues into consideration as part of your effort to lower your site’s bounce rate.
A ‘bounce rate’ refers to the portion of site visitors that leave a site without responding to a call to action. “Bounce rate is the percentage of single page visits (or web sessions). It is the number of visits in which a person leaves your website from the landing page without browsing any further.” When a searcher visits a site, they anticipate that your site will fulfill their objectives without too much strain. How you present your site’s content, both in design and organization, can make all the difference.
What is a Bad Bounce Rate?
“As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.”
Make the Message Fluid
How would you rate the importance of specific, technical information you publish online? Perhaps some visual comparison charts or an infographic might help visitors better interpret the data, not to mention the potential for social media shares.
If the information addresses a specific need, such as needing certain specs for a replacement part on a machine, some color-coding or organizing by category would help visitors better locate what they need.
Does your product or service set itself apart by following a brand-specific process or business plan? Sometimes, even outlining the steps with a bulleted or ordered list can better present a lot of information.
People Hear What They See
Video often creates a less taxing information-retention experience by leveraging the senses. It also has been proven to increase average visit times on sites, while boosting and diversifying search engine presence. Try creating a video that breaks down each step of the process and emphasize key concepts. It can also answer pressing questions the visitor may not have otherwise answered by reading text, sometimes leading to interacting with your brand on your blog or other social media platforms. A good example of this would be Accurate Basement Repair‘s video at “What Do These Basement Cracks Mean?”
Encourage Your Visitors to Opt In
Engagement plays a vital role in a visitor’s overall experience on your site. Does your website answer a search query, and do it in a way to have them want more? This could be something as simple as a visitor signing up to receive emails. An effective email campaign can go a long way in keeping site visitors in the information loop with your products or services, while accumulating actionable data.
Address Their Questions… Before They Ask
The more questions your content can answer, the more easily the customer can determine their need and respond to a suitable call to action. “A specific search query can be classified as either navigational, informational, or transactional.” The most effective calls to action will recognize the most important questions posed to your brand by your target audience.
Basically, does your webpage answer a customer’s query? Is your website worthy of a visit?
The question that a successful call to action answers is what you, as a brand owner and web developer, want your audience to take and keep as a reminder of what you offer. Will your offerings build their trust and encourage return visits? How well will your expertise attract secondary demographics beyond your target audience? The more attention you can afford these focus points, the more success you will have lowering your bounce rate.
Was this an engaging post? Did it keep your interest to read to the end? Want to lower our bounce rate and read even more? See our blog posts “Interpreting Google Analytics: What it All Really Means” and “High Bounce Rate? Here’s How to Fix It”.