It is important to improve the bounce rate to increase the traffic and conversions on the site. Before learning how to improve the bounce rate in Google Analytics let’s understand the meaning of bounce rate.
What is the bounce rate?
Bounce rate is defined as the percentage of visitors that come to your site and leave without seeing other pages on the site. In the Google Analytics dashboard, you will see the percentage which indicates the bounce rate. If you see the percentage to be 70% then it means 70% of visitors leave the website without viewing the other pages on the website. It should ideally be as low as possible and if it is high then you have to make an action plan to improve it. Here are the seven important ways to improve the bounce rate in Google Analytics on the website.
7 Ways to Improve the Bounce Rate on Website
1. Optimize the page load time
Most the marketers face high bounce rate issues due to the slow loading time of the site. When they click or open the site in the browser, they see the blank screen and leave the site at that particular moment. This leads to a high bounce rate and even decreases the rankings in the search engine result pages. Reduce the page load time and keep it under three seconds according to the latest update.
2. Improve the Content Readability
One of the important reasons for the low bounce rate is poor readability. The content should have white space, subheadings, conclusion is important at the end. Keep the content engaging with a lot of questions, ask the reader’s participation, keep images and infographics. In WordPress, there is a Yoast plugin that indicates readability. For better results, try to achieve a green radio button for it.
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3. Avoid Popups
People usually find pop-ups to be annoying when they open the site or read curiously. The reason is they disrupt the reading. But the fact is they help to increase your mail subscribers thus keeping the relevant popups that people find useful and don’t leave the website. Thus some popups help to improve the conversion rate of the site but try to provide a better user experience to the visitors. Remember to use not so many popups on the site.
4. Create Compelling Call to Action (CTA)
It is important to provide a compelling CTA on the landing page. You want every visitor to take the action of purchase or at least plan about purchasing. The sites lacking the proper call to action button suffers the low conversion rate and high bounce rate issues. Follow the landing page best practices and place the call to action button on the site and convert the visitors into buyers.
5. Keep the Blog Fresh with Right Content
If you keep the content fresh on the blog, you will definitely get good ROI. Powerful content attracts the visitors and helps in increasing the leads for the business. Keep the site mobile friendly as most of the people visit the site through mobile so having the responsive design is important. Regularly publishing fresh content helps to build the trust amongst the users. This will result in increasing the return visitor in comparison to new visitors.
6. Drive High Value Traffic with Keywords
Simply writing the content will not lower the bounce rate, it is important to optimize the content with right keywords that drive high-value traffic. Commercial and informational keywords contain the search term that people usually searches. If the target keywords fulfill the customer’s need with the persuasive content then it can successfully drive a lot of audiences and they will share with others. You can also analyze the queries in Google Analytics and try to add those keywords to the content.
7. Right Meta Descriptions for Search Users
It is crucial to lowering the bounce rate with the attractive meta description having a high click-through rate. People check the meta description before clicking the web pages in the search engine result pages. Improve the click-through rates of the landing pages in Google Analytics following the path Acquisition>Search Console> Queries.
The Bottom Line
Reduced bounce rate will increase the time spent on the site and thus increase the rankings in search engine result pages which will contribute to the traffic and conversions. Follow all these practices to reduce the bounce rate and increase the ROI on the site.