Bounce Rate is much of an unpredictable metric when it comes to measuring digital marketing efforts. It needs to be analyzed to see what’s the overall user experience is.
When a visitor or user leaves the page and site after only viewing one page, then it is known as bounced from a page. Having a high bounce rate can indicate that the user experience is poor.
It’s like a user came to the website, and didnt’t find the content he was looking for and left. In this case the user experience will be poor.
There are a few tried techniques that can help in lowering the bounce rate and improve user experience.
1. Pay Attention to Page Load Time:
When a user visits your website, but it take a whole lot of time for the site to open, he gets frustrated and leaves the site immediately. He moves on to the next website, thus highering the bounce rate. Even if you are having a great content on your site, that too won’t hesitate him to leave the site immediately if it takes too much time to open.
Page load time is even more crucial on mobile devices because users are more likely to become frustrated with slow load times and bounce. Page load time should be less than 4 seconds for a good user experience.
2. Make Site Search Easy:
There are a lot of websites that neglect adding a site search functionality. If a user is searching for something specific that they do not instantly see on a page, this is an extremely useful tool that they can use to search with, instead of possibly leaving the page or site entirely.
3. Easy Navigation:
Navigation should be easy for the users and also effortless. When a user comes to a site, the easy navigation should be such the there are clear directions to every page and the content that the user is looking for. If he doesn’t find the content, even though it’s on the website, that means the navigation is not upto the mark, and needs to be improved.
If this is not simplistic and clearly laid out in an intuitive navigation, he will most likely bounce from the site.
4. Focus On A Great Design:
Having a great website design not only attracts the user but also builds trust with them. Due to this, users will stay on the site for a longer period of time. If a website having difficult navigation with a bad design on it, the user would not like to stay on the website and will leave immediately. This will increase the bounce rate.
Provide an easy user experience for visitors by starting with a great design that is not just aesthetically pleasing, but is functional, intuitive, and easy to navigate.
5. Remember Readability:
The website should also focus on the readability of the page content. If it’s not clearly & effectively formatted, the readability will be low and will not provide a good user experience.
This is important from a user experience point of view, as no user to a website wants to see large chunks of disorganized text. When this happens, users will usually skip over crucial content.
But if the content is properly organized, using small blocks, bullet points, images, a user will have a much easier time reading the content.
6. Use Various Types of Content:
So, when it comes to website readability, the content should no be just text and text. It should have various types of content with text, like image and video content. Having high quality images can attract the user and potentially reduce bounce rate. Same way, Video content is incredibly engaging and grabs attention of the user.
With the help of image and video content, the bounce rate can be lowered.
7. Relevant Keywords:
Use relevant keywords that are applicable for a site. If a site is ranking high for a keyword, but the site has no content about that keyword topic, then a user will quickly bounce from the website. This will have a negative user experience and can easily decrease trust.
8. Relevant Audience:
Having relevant keyword, relevant content, is only effective if you have a relevant audience. This means that the website you have, should target those people looking for the same content that you are providing on your site. Identify the target audience of the site and create niche content around that audience.
Tagretting should be narrow, so to have less users but relevant users. If the targetting is too broad, there will be many users but the users won’t be relevant as they are looking for content that you don’t have. Thus, increasing the bounce rate.
Relevant users will be more engaged and apt to spend a great amount of time exploring your site.
