As you have likely noticed, your store has a lot more visitors during the holiday season. It’s an exhilarating time to be a business owner and an online retailer. While you definitely felt and appreciated the spike in user traffic, another inevitable pattern is that many of these shoppers will leave your site quickly and will not make a purchase. We refer to this as a website “Bounce.”
Bounce rates can be a great indication of the quality of your traffic and the effectiveness of your landing pages and content. High bounce rates need to be attacked head on as they are a sign that something isn’t working right on your website.
Users can leave your page for a number reasons, all of which need to be investigated. Average bounce rates across websites hover around 49%. That being said, the bounce rate that you should shoot for if you are an eCommerce site should be lower as you are selling products not exchanging ideas (like on news sites) -- every visit has a dollar sign on it. Shoot to land between the 10-40% range, obviously the lower the better.
While it is not realistic to fully revamp all of your online operations immediately, focus on the below items over the course of 2017 and leading into the next holiday season. Without a doubt, you’ll notice far less user bounces.
Here are a few great ideas on how to reduce holiday website bounce rate.
1. FOCUS ON UX
Just like keeping the floors clean in a physical store, keeping a tidy, streamlined website is incredibly important in eliminating bounces. Whether your customers are coming to your site via display ads, social media, or from an organic search, these users will absolutely judge a book by its cover. In order to increase the stay and likelihood of those browsers clicking on multiple pages, ensure your site is easy to navigate. 70% of users report bouncing if they are targeted by unnecessary popups on the page. Readability of your site is the highest priority and along the way, reduce clutter where you can. For tips on website design, check out this article.
2. BLOGGING AND CONTENT MARKETING
Blogging boosts lead growth generation by 126%. Content marketing and blogging are absolute no-brainers when it comes to reducing bounce rate and boosting your SEO. If shoppers can use your site as a place to educate themselves and people in their community, your site will see much more traffic. Blogging also increases the amount of landing pages on your site, which directly ties to conversions. Sites with 40 plus landing pages get 12 times more leads than sites with 5 or fewer landing pages.
3. INCLUDE CTA'S
On different pages, include call-to-actions to other products. This can entice users to click through to view these products while still staying on your site. If you have a sale section or are launching a new product line, this is a great time to take advantage of this.
4. GENERATE HIGHER QUALIFIED TRAFFIC
By targeting users with specific buying intent for your products, you’ll in turn drive higher rates of qualified traffic to your website, thus eliminating bounces from unqualified traffic who are not in market for the products that you sell. Poln can help with this part! ;)
5. ENSURE LANDING PAGES MATCH ADS
Nothing is more confusing to a consumer than clicking on an ad you place online and then being brought to a completely different product than what they intended to click on. Always check and ensure your landing pages are correct. If you’re looking to create overall brand awareness across your site, try making the landing page your homepage to avoid confusion and have your ad reflect this. For more ad creative best practices, click here.
Your site browsers will also be coming from mobile devices. Develop mobile friendly versions of your site, and just like number 1, make the UX as pleasing as possible.
7. EVALUATE PRICING STRUCTURE
While we’re not suggesting changing all the prices of your products, if you’ve worked through steps 1-6 in their entirety and still have not seen a decrease in bounce rates and a boost in SEO, you might want to consider how your products are priced. Staying competitive in your respective demographic is key to a successful future.
The easier consumers can access quality content on your site the better. Above all else, keep your strategy simple with the goal of bringing your desired customer a premium experience on your site.
By following these steps you’ll be on your way to reducing your website bounce rate and boosting your SEO! Any other tips? Feel free to comment below.