Bounce rate refers to the number of people who visited the website and decided to leave without staying long. There are varied reasons for their decision not to continue browsing the page. I’m on the indicators are the lack of email sign-ups, failure to get more leads, and reduction of search traffic. The goal is to reduce the bounce rate so that the conversion rate will potentially increase. Finding a way to improve conversion rate optimization would be necessary for the success of the online marketing campaign.
The balance rate average is about 58%. However, it varies depending on the industry. It’s generally low for the automotive and real estate industries. People visiting the sites are usually keen on buying the products. Therefore, they will stay longer until they get what they’re looking for. If the bounce rate is alarmingly high, changes should happen.
People need to understand the company
It would be unfortunate if the bounce rate is high since it shows that the people who visited the site didn’t have a complete picture of the business. They only reached the tip of the iceberg. If they managed to stay and explore further, they would realize that the products and services offered are worthy of the price.
They might not come back
The problem with having a high bounce rate is that those who already found the website and left might not come back. They will remember browsing the site and found nothing relevant. Even if they come across a suggestion to purchase the products and services from the company, they will ignore it. Therefore, it’s important to create a good impression from the start and make them want to keep exploring what the company offers.
The users might look for other options
Another problem with having a high balance rate is that the users who left the page might immediately look for other options. They didn’t find what they want by exploring the website, but the need remains. They will try to look for the products and services from other options. Once they found something interesting, it would be impossible for them to come back.
The marketing campaign targets the wrong people
Another reason why the bounce rate is high is that the people who visited the page aren’t necessarily the target audiences. They didn’t find anything interesting because the services offered aren’t similar to what they want. It indicates that there’s an issue regarding the marketing campaign used. It could also be due to the type of message crafted during the campaign. It might be effective, but not for the people who could be potential customers. It doesn’t only reduce the conversion rate, but it could also waste time. Within that time, the actual target audiences already found a different option brand to patronize.
Finding a way to reduce the bounce rate
There are many ways to reduce balance rate. The first is to improve the content through the ability. It’s possible that the website doesn’t look good, and its content isn’t easy to understand. Most people are impatient, and they don’t want to have a hard time understanding the information presented. A simple formatting issue can be resolved to a higher bounce rate, and it’s unfortunate. The website already attracted the right people, but they left for a simple reason.
Another significant reason for people to leave the website immediately is the presence of pop-ups. They are annoying, and no one wants to see them. Some even use aggressive campaigns that will make it difficult for people to leave the website. However, there are well-designed pop-ups that could have a positive impact. When used properly and not in an annoying fashion, some people might decide to stay.
The lack of a compelling call to action could also be another reason. Some people who already finished exploring the page don’t know what to do next. When there’s no call to action, they might leave the page and look for a different site. The call to action should also be specific. If it’s a real estate website, the users might want to get a price quotation. Others might want to make an appointment with the real estate agent. Therefore, the call to action should be about these steps.
The web content is also the main reason why some people decide to stay. If they find nothing significant or interesting, they will immediately leave. It’s important to understand that not everyone has enough time to go through every page on the site. The most crucial information should be available on the landing page. It should also be easy for the user to navigate the website. If there are too many tabs and the organization is messy, users will decide to leave.
Finally, the website should be true to the keyword it optimizes. When people search for information on search engines, they would like to immediately get what they’re looking for. If the content isn’t relevant to the keyword, it would be frustrating. It shows that the website succeeded in optimizing the keyword, but it doesn’t mean that the visitors will feel impressed. It goes back to the basic concept of SEO. It’s not only about the technical aspect, but about providing human readers what they want. It could be the reason why the traffic is high, but the bounce rate is also high. Worse, it could turn off potential customers and make them hate the business.
The need for conversion rate optimization
There are ways to improve conversion rate optimization strategies. The good thing is that there are experts who are always ready to help. They understand why people leave the website immediately and find a way to make them stay. They can also analyze different tools to improve the marketing campaign. Give it some time to determine if the changes were effective in reducing the bounce rate. If there are still more people who decide to leave after visiting the website, there should be major changes. The conversion rate will continue to go down when more people decide not to stay longer on the website.