Issue #40: Wait, Don’t Bounce! Improve Your Bounce Rate and Visitor Time on Site
Visitor behavior is a critical piece of the digital marketing puzzle and an excellent gauge of exactly how well your website is being perceived. Metrics like bounce rate (BR) – the percentage of visitors who arrive at your website only to leave without interacting – are key performance indicators (KPIs) and can tell you whether your site is engaging or not. Generally speaking, your bounce rate should be in the 30-50% range for organic visitors in most industries. If it’s lower or higher, there may be a spam issue or tweaks to your site that may be needed, so get in touch so we can perform a complimentary evaluation. Read on for some questions you should ask to ensure that your site is visitor friendly and converting from visitor to lead or purchase at a high rate.
Does my website load quickly?
You may or may not know this, but a website with a load time of longer than a couple of seconds can not only cause a user to bounce (a two-second page load delay can increase your bounce rate by 103%) but is also looked upon unfavorably by Google and can impact your rankings. How do you know if your website loads quickly? Reach out to us for a free assessment.
Does my website clearly explain who we are and what we do?
Once a visitor lands on your website, you have roughly 10 seconds to capture the visitor’s attention and communicate to them that they’ve found the right place (we have preached the “10:30 Rule” for nearly a decade, suggesting you have 10 seconds to avoid BR and then another 30 immediately following that to re-capture the customer and avoid BR2. If you can accomplish that, there is a high likelihood they’ll dive deep into the site and convert to a lead or purchase).
Be sure to utilize the section above the fold (anything visible immediately on your homepage before having to scroll down) to showcase who you are, what you do, and why you’re the place they should contact. Consider displaying logos of awards and memberships to societies or associations to build trust with your visitors and show that you’re an expert in your field. Too often, a product or result is presented, but our data shows the customer is not interested in a specific handbag or post-facial-photo or discount until they know the business is credible, knowledgeable, and ready to solve their problem.
Again, see the 10:30 Rule above and sell the proverbial Gucci bag after you explain the long and illustrious history of the brand and why it makes sense to purchase something from them online. Immediately showcasing a clutch only results in 80% of your customers thinking, “I’m in the market for a beach bag, wallet or belt, and I am pretty sure Louis V. and Chanel have other options to consider before I purchase.”
Is my site’s navigation intuitive? (Yes, this affects bounce rate!)
A disorganized or confusing site can be the downfall of an otherwise well-constructed website. It can cause frustration for the user and drive them to look elsewhere if they can’t easily find what they’re seeking Your menu categories and subcategories should make sense and flow properly; otherwise, the user may not bother sticking around.
Are examples of my work or product easily accessible?
Examples of your work could mean before and after photos or written/video testimonials or well-categorized widgets you have for sale (the blue ones are amazing!!). A homebuilder who boasts that their work is the best in the area is difficult to trust if they have no evidence to back it up. It’s imperative to showcase your best work, but also to keep adding and building your portfolio so that over time you become even more impressive. There is no maximum, and your business will want to showcase thousands of results if possible as the more proof and content, the better your rankings and conversion rates, and the lower your BR.
Are you curious about how you can improve your site’s visuals and reduce your bounce rate? Contact us here or call (305) 455-0720 today to learn more.