So, what can you do to convince visitors to stay and interact with our site? Creating a great user experience doesn’t have to be difficult. A well laid out site, good content, and ease of use are some of the most important things for a user. If you notice your bounce rate is high, however, there are many other factors you’ll need to consider to help improve your visitors' experience on your site. Here are our Top 6 Factors that Affect Your Bounce Rate:
If your site is still not optimized for mobile, its time to get on the ball. Mobile responsiveness is not a new trend or a passing fad; its here to stay and its costing you if you’re not on board. Google has already started rolling out its mobile-first index and mobile overtook desktop in terms of internet usage in 2016. If you haven’t made your site mobile friendly or you are having formatting issues on mobile devices, then this should be a top priority. Get your site mobile optimized.
Writing meaningful and interesting content is very important to your user engagement. However, even with amazing content, your bounce rate can be negatively affected if it is too difficult to read. Some sites make the simple mistake of having interesting page content but forgetting to take readability into account. Small factors like text size (especially for mobile), background color or line spacing can have a big impact. Make sure you get multiple user’s feedback on this. It's easy to think something looks nice while overlooking the fact that it may not be as functional as it could possibly be in achieving your goals.
Encourage User Engagement
Some sites and pages are will have higher bounce rates due to the type of information and experience they provide. This doesn’t mean that you can’t boost your engagement and reduce your bounce rates. Ensuring that there are clear calls to action to relevant content, internal linking, and a menu structure that doesn’t require deciphering to navigate, will help contribute to a more positive bounce rate. By addressing your internal engagement issues, you can not only improve your users' experience but hopefully improve your conversion rate as well.
Removing Intrusive ads
As marketers, we value the ability to put messaging right in front of our audience. However, as users, there is not much that’s as annoying as being inundated with pop-ups and advertisements as soon as you get to a site. This issue is addressed in a very useful Whiteboard Friday by Rand Fishkin at Moz. The best thing you can do if pop-ups are necessary because they deliver high conversion rates is to make sure its extremely easy for users to return to the content they visited the page to read, view or listen to. This can help balance out the inconvenience of the ads without compromising your conversion or bounce rate.
Page Load Speed
The load speed of a page has become extremely important, especially with the dramatic increase in mobile usage over the past few years. We live in a world of instant gratification and impatience, and one of the fastest ways to have someone bounce from your site is a slow load time. There can be multiple factors affecting load speed, but common problems are low-cost shared hosting and high-resolution images. There are multiple sites where you can test your page load speed to ensure your users are getting the best possible experience.
The aesthetics of your site and brand can be just as important as the function from a user’s perspective. In such a competitive online environment, the way your content is presented to potential customers is of the utmost importance. There is a balance you need to find between design and usability, and a poorly designed website can tip your bounce rate higher and even affect the overall performance of your site.