Optimization for a Lower Bounce Rate

bounce rate How high is your website’s bounce rate? Obviously, a lower bounce rate is desirable. But depending on your industry, the “norm” can greatly vary.

If you take a look inside your Google Analytics account, it’s important to remember to look not only at the OVERALL bounce rate, but the bounce rate of individual landing pages. This applies whether you’re reorganizing your website or setting up new pay per click landing pages. Let’s say that your overall average is around 40%, but if you take a look at your home page, you find that the bounce rate is 80%! This means that 80% of customers aren’t finding what they need and leaving very quickly.

As a starting point, here are a few things you can look at:

Page load time: Let’s face it, who likes sitting around waiting for a page to load? If your site is slow, you can make it more effective by optimizing photos, your layout and cutting down on unnecessary content.
Design – Do you have a search engine friendly web design? Sometimes, a more complex design might sound appealing to make your site stand out while squeezing in all the information you want customers to find. But this won’t help your website unless it’s something that your customers are responding to, and not what you’re personally partial to! Take a step back and do some testing between some more simpler designs to find out for sure.
Relevancy – Here’s one more reason not to use broad keyword terms all over your website. Although you may want to rank for a variety of different keywords, your customers will want to find exactly what they’re looking for. If a certain keyword brings them to your site and they find that it’s irrelevant, your site is not useful. The last thing you want to do is to mislead potential customers. The best solution is to optimize per page/section and use specific keywords that describe exactly what they can expect to find on that page.

In the end, remember that a bounce rate is only one of many factors you can use to gauge your progress. But it is an important one as optimizing for a lower bounce rate can also improve your content focus, site design and even SEO.

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