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Bounce rate – Five ways to lower it and increase conversions

Converting leads is the key stage of the marketing process for many businesses, with many struggling for conversions based on a high bounce rate.

Bounce rate refers to the percentage of visitors who visit your site but then instantly click away. They can do this for a variety of reasons, including slow loading times, low quality content or a poorly designed site.

In some cases, having a high bounce rate isn’t actually a bad thing. It could be the case that visitors to your landing page get exactly what they need from that page and/or buy your product. In the majority of cases though, the lower the bounce rate the better.

Reducing your bounce rate helps to increase your conversion rate, the key metric for businesses with an online presence.

Here’s five ways you can keep that bounce rate down.

Reduce page loading time

People don’t hang around too long these days. Any hint of hesitation on your page’s part could lead to a frustrated potential visitor moving elsewhere very quickly.

Generally speaking, experts have estimated that if your website takes any longer than 3 seconds to load then your visitor is likely to bounce.

There are several tools available online to check the speed of your site, and ways to improve the speed are various. Ensuring you have a caching tool is one of these, as is simplifying your design so as to not have too many plugins or banner ads.

Include a compelling Call to Action

Creating great content on your site is all well and good, but it should all head towards and end goal of getting your visitors to lead somewhere else. By creating a Call to Action that speaks to your visitor you can generate increased activity on your site and keep that bounce rate down.

When optimizing your CTA every aspect is important. Even something as innocuous as changing the text on a button can make a huge difference.

Make sure your content is relevant

Maintaining a low bounce rate is all about keeping your visitors’ attention and interest for a sustained period of time, and one of the best ways to do that is making sure the type of content they read is relevant to them.

Regular and fresh content based on your audience’s interest is guaranteed to keep them on your site and keep the bounce rate down.

Attract the right visitors

Attracting visitors of any kind is good, but attracting the ones that are genuinely interested in your product, company and industry is great. They’re the ones that are more likely to stay on your site and eventually lead to a conversion.

If your content strategy isn’t yielding the right visitors and increased sales for you, it’s time to improve. There’s nothing as powerful as publishing custom content that’s “right” for your market, so find out what your visitors like and target those areas.

Target keywords

Most of Google’s revenue comes from targeting expensive keywords. Simply writing content for your blog will not adequately reduce your bounce rate or improve conversions. You’ve also got to target keywords with high-value traffic.

High-value keywords are powerful. They will improve your traffic, engagement and conversion rate – as well as reducing the bounce rate on your site.

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