If you are the owner of a website or webmaster / web admin involved with day to day management of your company or personal website, chances are you are looking at the points where the visitors leave your site. In technical term (web analytics glossary) you are looking at bounce rates. Bounce rate is a term that is used to refer to the number of visitors or customers that leave your website, it means leaving your website completely. It may be the first impression or the expectation mismatch, happens so that as soon as they have land on a page, they just want to leave it as early as possible. If the number of visitors that bounce away from your website is high shows potential sales going down which is not a good sign in long term perspective of your company.
Direct relation between the potential loss and the high bounce rate may not be established, but we can always come to a conclusion that something is not right when the visitors leave your page in a hurry especially those who are ‘paid visits’. On observation one can say: Organic or SEO visitors find relevant content on the page targeted while paid search (PPC) landing pages generally see a huge bounce rate, reason being improper optimization, expectation mismatch, business compulsions and lack of clear messaging. The information that is available in the web pages is not even taken into consideration while creating ad copies, selecting keywords etc.
Now that we understood this is a Negative Factor which affects our conversions and sales in the long run, the question before search marketing gurus will be..
How can the bounce back rate be reduced? What are the best and effective ways that can be employed to keep the visitors interest alive on the website, what are you going to provide them for better time on site?
Some effective tips that can readily reduce the bounce back rate
The content is of paramount interest:
Whether organic page or the paid search landing pages, always makes sure that the content you include in your web pages should be informative and interesting. Moreover the content should be creative and unique. See what your target group would like to see on the website and on each pages, keeping in mind that content is the king. From SEO point of view, content update and management can be achieved effectively by including daily blogs or articles. Any information that you are going to include in such blogs should be of very high quality and share-able content is the latest traffic mantra. If the content lack qualities like interest and relevant information, then the visitors won’t like to come back. If you are too busy and don’t have enough time to write on your own, you can always hire a professional who can do this work for you. Just heaps of text should not be what a digital marketer should be focusing at. You can experiment with the different media (online, offline, social media, traditional media, print etc.) that can be used convey the message. A blend of different medium like audio, video and text can make the content much more interesting. Devices such as smart phones, tablets have created their own niche and can be left out of targeting.
Proper use of keywords:
Keywords should be used strategically if you want to reduce the bounce back rate. The people who surf the internet are looking out for something specific, some information, a solution to their problem, a way to something and so on. These search phrases about a particular information bits can be just words or more like a mini statement/question. Keeping this in mind, the correct placement of the keywords is one of the golden rules of SEO. If you want to get good traffic for your website, the effective use of keywords becomes even very important. Just make sure that the keywords you are using are precise to your business requirements and are related to the service or business offering.
Offline website optimization:
Incoming traffic quality via referrals is a core metric for SEO consultants’ performance. You can submit well written articles about your business to different web directories and placement sites, but just submission is not enough. If permissible use of keywords as anchor text can point quality traffic. Also if you can include the URL of your website in the resource box that is found at the end of each article, will generate links that will attract the users to your website. You can also participate in discussions, sharing, interactions at social networking sites and blogs to increase traffic through white hat means.
Can Bounce rate be reduced to zero? No.. unfortunately the bounce rates cannot be eradicated fully by any means. We should always keep in mind that every visitor is unique in nature and their expectations are also specific. However search marketing experts can help you reduce the bounce rates and keep the potential buyer retained with good use of website analytics.