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Quick Tips To Reduce Your Website Bounce Rate

Your website bounce rate is usually shown as a percentage, and refers to the number of people who land on your website and then leave again without navigating to another page on the same website.

A low bounce rate can suggest that the user hasn’t found what they’re looking for, or that they don’t consider the content on your site valuable enough to be worth sticking around. Having said that, it’s worth noting that a high bounce rate isn’t always a bad thing, and certain pages can lend themselves to having high bounce rates (blog posts for example, or in-depth, detailed content that gives the user exactly what they were looking for so they don’t feel they need to continue reading).

It’s also worth trying to lower your bounce rate however, even on these kinds of pages, as your visitors sticking around and viewing more pages can only be a good thing. Whilst bounce rate is often related to the quality of your content, there are a few simple steps you can take to try and improve your bounce rate, either on specific pages or on a sitewide basis:

  • Use ‘Read More’ or ‘Related Posts’
    This is an excellent way of keeping users on your site, and is used by most of the big blogging, news and magazine sites (e-commerce sites also use a similar tactic to try and keep you spending, like Amazon’s ‘Customers who bought this also bought…’ section). Adding some related posts or pages at the bottom of your content can be a great way of ensuring your bounce rate decreases – if you’re using a WordPress based blog, there are a bunch of excellent plugins that can automate the process for you.
  • Include links on your 404 pages
    If someone clicks on a broken link to your site, or mistypes the URL, they’ll likely land on a 404 error page. If there’s nothing on this page but a simple error, they may well leave altogether (and probably never come back). Try adding some links to your 404 pages so that if someone does land on one, they’re more likely to stay on the site and continue reading.
  • Try and improve the overall loading speed of your website
    Not only is site speed an important factor when it comes to search engine optimisation, but it’s an essential element of your overall usability and can have a notable impact on your bounce rate. Internet users aren’t always the most patient of people and if your site loads slowly then you might find that people click away before the page has loaded. Improving your site speed therefore can remove these clicks away from your site, subsequently improving your bounce rate.
  • Improve your content
    Poor or shallow content is a big factor when it comes to high bounce rates; isolate the pages on your website with the highest bounce rate (you can do this using Google Analytics) and evaluate the content on those pages. Try tweaking it or adding to it, add images and video or find a new angle on the subject matter – whatever it takes to improve the quality of the content for the user. You can then monitor these changes in terms of bounce rate via Google Analytics and try to get a good idea of what works and what doesn’t in terms of content (you can then use this to inform the content for the rest of your website).

The most important thing is to always be trying to improve your website, in terms of usability, navigation and content. The more useful you can make your content to the visitor, the more likely you are to have a website with a low bounce rate and a high quality, dedicated audience-based (which can then be leveraged or monetised through a wide variety of methods).


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