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You invest in increasing site traffic: from paid to earned media, social engagement, campaigns, content, and more. And while increasing site traffic is important, there is something else you must consider – your bounce rate.
Here is the importance of bounce rate, as told by the numbers.
Reducing the bounce rate in accordance with your website’s KPIs, can come at a much lesser cost than the $100,000 required to increase visitors by paying per click. Moreover, the reduced bounce rate keeps on giving month after month (while the $100,000 investment would need to be repeated every month). This is all considering that your KPIs show that more page views result in increased conversions, of course.
Here are five tips to decrease bounce rates and get better return on your traffic investments:
The most obvious reason for a high bounce rate is that visitors did not find what they were looking for on your site. To improve this, provide detailed meta information about the contents of the page. If they know what they will find on the page before they get there, chances are better that they will not bounce off. You can find great tips on how to write effective meta descriptions here.
By narrowing down the targeting of paid campaigns, you ensure that the people who visit your page are the ones who are actually interested in what you offer. If a page has information about an online email marketing course, for example, make sure your LinkedIn campaigns target email marketers, not marketers in general.
By directing different visitors to specific landing pages, you increase the likelihood that they will find the content they are looking for. If you run campaigns for an upcoming webinar, for example, make sure the links direct to a landing page that is focused on the webinar (not to your website homepage). But no matter how many landing pages you have, they must each be optimized to ensure a positive digital customer experience.
By tracking how real users interact with your landing pages (or homepage), you can optimize it to enhance the customer experience. Test different headlines and call-to-action buttons.
(Sidebar: make sure you have call-to-action buttons – 70% of small business B2B websites don’t!)
Try different color schemes and uses of white space. Make sure pages are responsive and laid out logically, and optimize technical elements, like load time.
Test everything and test often; but be sure to track behavior (not just clicks) for each change you make by using heatmaps.
In general, decluttering reduces bounce rates. So, review your page and get rid of anything that is not necessary. Makes CTAs simple to understand and find. Make images bright and big. Avoid popups if your users find them annoying. Remove unnecessary verbiage and elements that do not advance the goal of conversion. And, of course, be sure to test every element you change.
By following these five tips, you can easily reduce your bounce rate and start converting more of your existing traffic without having to invest more in obtaining more traffic.
By Merav Keren
This post was originally posted on the Clicktale Blog on October 28, 2015