Generally speaking, bounce rates higher than 60% are a cause for concern, and bounce rates as high as 80% represent a major problem. High bounce rates are a reflection of poor website design and can result in low online sales conversion rates. However, not all websites are designed with the same goals in mind. Therefore, interpretation of bounce rates should be taken into perspective with regards to the objectives of the particular website.
Some websites, such as those designed for e-commerce, are built around multiple page views to reach the end goal of selling a product or service. Other websites are optimized to fulfill objectives quickly (i.e. answer a question, solve a problem, etc…). Websites or landing pages designed to provide information or solve a problem make bounce rate metrics less relevant. The number of page visits, page views and unique visitors are more relevant and help identify whether or not objectives are being met.
For websites or landing pages designed for e-commerce, bounce rates are a very relevant metric. The overall goal is to get visitors to stick around, click on multiple pages leading to an online sale or conversion and then exit the website. By effectively designing website content to engage a user, bounce rates are reduced, website relevancy increases and search engine rankings improve.
The following are the top 5 ways to reduce bounce rates and increase conversion rates:
- Intuitive Navigation – Make content easy to read. Prominently display a website search box. Utilize heat maps and other analytic tools to understand how visitors are using/finding information.
- Attractive Content – Use colors and contrast wisely. Also, chose attractive sizes and shapes for icons and buttons.
- Mobile-Friendly Website – Design content to be easily digestible for people on the go.
- Design Information Around Objectives – Make headlines easy to read, utilize the same copy from the ad on the landing page and be obvious about the intent.
- Reduce Distractions – Don’t use pop-up ads or auto-play audio or video. Be mindful of ad placement and always make external links open in a new window.
Mystic Media can help! We provide industry leading Website Development, Search Engine Optimization and Mobile & Tablet Application Development services guaranteed to reduce bounce rates. Contact us today for a free consultation, and to learn more about bounce rates and why we are the best web development and digital media agency around.