Customers, from all over the globe, are highly unpredictable in their buying behavior. Merchants find it very difficult to know and understand the mindset of their customers. In today’s environment customers have plenty of options to choose from. That is why it makes not only your product or service but also your way of presentation very important. Has it ever happened to you that you reached some store but came back without buying anything because you didn’t like their ambiance or their way of customer handling? These kinds of things also occur on websites where customers often visit the website but bounce back without engaging with other pages. So, it is called a bounce rate.
According to Google’s technical definition, “Bounce rate is the percentage of single-page sessions i.e. the percentage of visitors who left the website after viewing only a single page.” This rate represents the percentage of visitors who leave the website after entering rather than continuing to visit other pages within the site.
The bounce rate is calculated by dividing single-page visits by the total visits on the site. The bounce rate helps in determining the effectiveness of the website at generating interests of visitors. A website with a low bounce rate is considered to be more effective than one with a high bounce rate.
Bounce rate within the range 26 to 40 percent is excellent whereas a rate within 50 to 70 percent is roughly average. Anything over 70 percent is considered bad. There are a number of reasons that can result in a high bounce rate for a website. Below are some of the briefly detailed factors that can result in a high bounce rate.
Here are 8 ways you are pushing visitor’s away from the landing page:
1. Slow page load time:
The major factor of causing a high bounce rate is the slow loading pages. Nobody likes to wait. Page loading time makes an important part of the website user experience. If your website taking too much time to load pages then there is a fair chance of people leaving the site without interacting further. The average loading time of 3 seconds or less is considered ideal. If you make visitors wait for more than 4 to 5 seconds, they will get fed up and leave the site.
There are plenty of factors that can slow down the page loading. Some of them are as follows.
- Use of high-resolution images and videos that cannot be downloaded quickly.
- Bad and cheap hosting also slows down the page load time.
- Adding a lot of unnecessary effects and custom fonts that must be downloaded before reading the page.
You can review the page speed of your website by using these tools.
2. Intrusive advertisements:
I personally find it very weird when I visit a website and it starts showing some irrelevant advertisements every other second. People find these intrusive ads very irritating and leave the site faster than a bullet leaves the gun. Exposing people who visit your website to unrelated and distracting advertisements can make them irritate which will result in a high bounce rate.
Even if the website is ad-supported, make sure that the ads are relevant to the content of the page as well as the visitors. Understand that the primary goal of an advertisement is to make more and more people visit your website, not to lose them. Get rid of the advertisements that are distracting as intrusive advertisements can reduce the amount of trust and reputation that your visitors have on your site.
3. Ugly landing page:
There is an old saying of the first impression is the last impression. The landing page of your website must contain the ingredients that can make visitors adhere to it and provoke them to read other pages available. Because the landing page is not appealing to the visitor then they definitely going to leave the site.
Having an unpolished and unattractive landing page increases the bounce rate of your website. Poor visual designs can cause a distraction to the website user experience. Pages with bad visual layouts and graphical elements provoke a high bounce rate.
4. Unreadable landing page of website:
If the content of your website landing page is difficult to read due to background color, text color, then there is a high chance that visitors leave you without going to another page of the website. It increases the bounce rate of the website and downgrades the google search ranking of the website. Make sure that fonts are easily seen and readable on the background of the landing page. For example choosing red text on a black background is difficult for visitors to read your content.
5. Unexpected content:
Content on the website should perfectly summarize by the title and meta description given by you. If people find out that the content on your site is not what they were looking for and you mislead them by the title they will bounce back when once they came. Another thing that surprises viewers is some unrelated and misleading links or advertisements on the page. These things cause loss of trust among visitors which eventually creates a bad image of the website.
Hence, always review the content of your page and make sure that you have provided a title tag and meta description accordingly.
6. Sending wrong people to your land page:
Identifying the target audience for your product and/or service is the most crucial factor for a successful marketing campaign. Segmenting the whole community and advertising for the particular targeted audience is a must in the digital world. It would be a great blunder in targeting if your page sells a product or service which targets a particular audience but you advertise for all community.
Wrong targeting can make it difficult to generate the right traffic to the website. Because of advertising more people might visit the website but they will definitely leave after viewing the first page. This will result in a higher bounce rate on the site. Therefore keep re-evaluating the target audience for your advertisement.
7. Poor grammar and spelling mistakes:
Grammar and spelling mistakes are very common in most of the websites. Poor grammar and spelling mistakes make your content confusing and hard to understand to the visitors. Customers will never buy anything which they don’t understand properly. It is better to proofread the content of the website before posting it.
If you find it hard to apply proper grammar and spellings then you can also use different third party websites to proofread your content. There are a lot of proofreading services available over the internet including:
8. Less mobile friendly website:
Considering that all the potential customers use a desktop or laptop to browse is a big mistake. Today when communication technology is shrinking its form, this is a must to have a mobile-friendly website. Nowadays most people use smartphones to browse the internet. If your website takes too much time to load on mobile then they will leave the page. This results in an increased bounce rate.
A website that works smoothly not only on desktop or laptop but also on mobiles is a must to reduce bounce rate. Mobile-friendly websites also increase the traffic to your site and help in improving the ranking.
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