Bounce rates are statistics that tell you how frequently people come to your site and then leave it again from the same page. A high bounce rate means people aren’t exploring your website and probably aren’t spending much time there.
There are some other things high bounce rates can tell you and when you understand what they could mean, you can make the appropriate changes and make your website a more effective marketing tool.
Your Site is Hard to Navigate
If your site is hard to navigate, people won’t take the time to try to explore your pages. If they can’t quickly find what they are looking for or your navigation menu doesn’t provide helpful options, they will leave your site quickly. A high bounce rate could mean your navigation system needs work.
Make sure your menu is logical and uses terms and links that appeal to your visitors and lead them to the type of content they are likely looking for. You can also use things like sidebars, headers and footers to make it easy to find content throughout your site.
You Don’t have a Good Hook
A high bounce rate could mean that your pages don’t have what it takes to grab attention and pique visitors’ interest. All of your pages need to have a hook, or something that helps you get attention and maintain viewer interest so that people will spend time there and explore your other pages.
Your hook could be a blog post or it could be highlighted products in your sidebar. The idea is that your pages have something that stands out and demands attention so people will want to see what else your site has to offer.
Your Content isn’t Valuable
As soon as people land on your website, you want them to see the value in what you offer. This means making sure your content is highly targeted, high quality and valuable to your visitors. If your content doesn’t meet these requirements, people will leave your site without reading your content or clicking around to see more.
Remember that people can enter your website from almost any page, your homepage, a blog post, a product page, or your about page, just to name a few. Knowing this, make sure all of your pages are high quality and appeal to your market, so people will stay on your site and view your content.
Your Calls to Action are Weak
You likely use your website to help you accomplish things like sell products, build an email marketing list, grow a social media following or promote events, among other goals. High bounce rates could mean people aren’t following through with your calls to action because they aren’t visiting other pages to shop and buy products or interact with your website in other ways.
Remedy this by making sure your calls to action are clear and simple to respond to. They should also be attractive to your visitors so people will want to respond to them.
However, keep in mind that in some cases a high bounce rate doesn’t mean people aren’t responding. For example, if your goal is simply to increase subscribers, people may visit a page, subscribe, and then leave from that same page. Or, if you want to build a social media audience, people may land on a page and then click on a link to your social media profile, where they follow you.
When you take some time to understand what high bounce rates could be trying to tell you, you can optimise your site to be more effective and help you promote your business and build your brand.