3 Keys to Reducing Bounce Rate & Keeping Visitors on Your Site Longer

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Why does bounce rate matter?

You’ve likely heard about “bounce rate” in relation to websites — it’s the rate at which visitors “bounce” away from your site.

Your website’s bounce rate indicates whether users are turned off by your website, or interested in sticking around to learn more about your company. A functional, attractive website will increase user engagement and provide website visitors with the kind of fantastic user experience that encourages them to buy, sign up, or book.

If your average bounce rate is high, your visitors might be having a poor user experience on your website. But don’t worry! There’s lots you can do to engage site visitors when they arrive so they stay awhile and explore the site, and we’ll explore 3 of those tactics below.

1. Optimize Load Time

One of the most significant “make or break” factors to keeping people on your site is load time. We are not patient people. Do you like waiting while a website loads? Nope. Me either.

And neither do our customers. Research shows that users expect a web page to load in two seconds or less. If it takes longer than that, they’re probably going to leave. And not only did you lose the customer, they are probably leaving with a negative impression of your business. For small business owners, every second counts.

Why Load Time Matters

A slow-loading website can damage your reputation and decrease user trust. In an age where speed is everything, customers are less likely to wait around for a page to load, especially if they’re trying to access your landing page from a mobile device. No one has time for that — users can get what they need on a faster site somewhere else.

Slow sites often lead potential customers to assume that if the site performs poorly, your service quality is also likely to be poor. Not a good start to keeping someone on the site!

Plus, slow loading affects your standing in search rankings. If your site loads slowly, Google and other search engines will notice that you’re providing a poor experience for the user and they’ll give your site a lower ranking on their results pages.

How to Improve Load Time

  • Optimize Images: Large images can significantly slow down your website. Ensure images are the right size before uploading them. Use tools like TinyPNG or Smush to compress images without losing quality.
  • Minimize HTTP Requests: Every element on a webpage, from images to scripts, requires an HTTP request. Minimize these by combining files or reducing the number of elements on your page.
  • Use a Content Delivery Network (CDN): CDNs store copies of your website on multiple servers worldwide, allowing users to access your site from the nearest server, which speeds up load time.
  • Choose a Reliable Hosting Provider: Ensure your hosting service can handle traffic and offers optimal loading speeds. A good hosting provider can make a world of difference.

2. Create a Visually Balanced Page

Once visitors are on your site, you need to keep them engaged. One of the most effective ways to do this is by ensuring your pages are visually balanced. A well-structured page that combines text, images, and white space is like putting out a welcome mat.

Why Visual Balance Matters

Ever been in a crowded, cluttered room? It’s hard to know where to go or what to do. Most of the time, we just want to get out! A cluttered webpage can overwhelm visitors in the same way, and send them scrambling to close the window. On the other hand, a visually appealing layout that balances text, images, and white space encourages users to stay and explore.

How to Achieve Visual Balance

  • Embrace White Space: White space (empty space) helps separate different elements on the page and makes it easier for visitors to absorb information. When it comes to content, often less is more.
  • Incorporate Images: Use images and graphics that are relevant to your content. Images should complement and enhance your text and visually convey your brand’s message.
  • Use Headings and Subheadings: Break up large blocks of text with clear headings and subheadings. Not only is it easier to read, but most site visitors scan rather than read. This helps them to quickly spot information that interests them.

3. Implement a Visible Call to Action Without Scrolling

Make it easy to take the next step! No matter what your goal is for your site visitor, don’t make it hard for them to achieve the goal. Many websites bury their call to action (CTA) somewhere way down on the page, after they’ve said all they want to say. But we don’t want to force visitors on a hide and seek adventure. Make sure the CTA is visible before they ever scroll anywhere.

Why a Visible CTA Matters

A visible CTA acts as a guide for visitors, prompting them to take the next step—whether it’s contacting you, scheduling a service, or signing up for a newsletter. If you make them search for it, they’ll probably lose interest or become frustrated. And that means they’re probably hitting that X in the corner.

How to Make Your CTA Stand Out

  • Place Your CTA Above the Fold: Position your primary CTA prominently on the top portion of your homepage. Make sure visitors see it without having to scroll.
  • Use Contrasting Colors: Colors matter! Go for contrast. Make your CTA button stand out by using a contrasting color that draws attention. Of course, keep it consistent with your branding.
  • Use Action-Oriented Language: The words on the page can actually make a difference in how excited your potential customer is to dive deeper. Instead of “Submit,” try “Send Me the Info” or “Book My Free Consultation.”
  • Keep It Simple but Informative: The CTA needs to be straightforward and easy to understand, but also specific. Cute phrases and puns are great in some places but not here. Don’t confuse someone who is ready to click. A clear and simple message encourages immediate action.

As a small business owner, your website can be part of your strategy for attracting and engaging potential customers. By getting the page to load quickly, displaying visually pleasing pages that are easy to skim, and keeping the first call to action visible, you can significantly affect the actions visitors take after first landing on your site. And that can be a direct stepping stone to keeping or losing the new customer.

Bonus Tip: Include Site Search Functionality

When a user lands on your website, they want to find what they’re looking for almost immediately, and a search bar lets them do that.

Why Site Search Matters

For eCommerce sites, an on-site search engine allows customers to find exactly the product they’re looking for. For professional services and nonprofits, it lets visitors find the internal links that will take them to the information they want.
In both scenarios, your visitors will thank you for a fantastic customer experience that allows them to cut to the chase rather than expecting them to read the entire website.

How to create a great site search experience

  • Use autocomplete or predictive search to speed up the process.
  • Include filters for refining results (especially on e-commerce sites).
  • Analyze search queries to identify gaps in content or product offerings.

Get Started Improving Your Bounce Rate

You can keep track of your bounce rate with free online tools like Google Analytics, and you can compare your own bounce rate with industry standards by searching “average bounce rate for X industry” with a search engine.

By improving your page load time, displaying visually-pleasing pages that are easy to skim, and keeping the first CTA visible, you can significantly affect your site’s bounce rate and encourage bouncing visitors to stick around instead. Including site search functionality will help your website traffic bounce less, too.

To really move the needle, you’ll need to make changes to every, single page — including blog posts — on your website.

And if you need help tracking and improving your bounce rate — or if you’d like advice on lowering a high bounce rate — get in touch! We’re here to help you catch and keep your hard-earned web traffic and turn it into a conversion event.

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