Bounce rate (% of visitors who navigate away from a site after viewing one page) is a very useful metric to increase time on page and conversions through a Website funnel. Good bounces are on pages at the end of the funnel where you want visitors to leave the site, such as through completion of a form, signing up for an email list, or checking out to buy a product. Bad bounces are on pages earlier in the funnel, with examples being longer pages of content or the home page.
Here are 5 places to start when working to lower the visitor bounce rate and increase time on page:
- Look at Web metrics and see if the page title fits user expectations of what content should be on the page.
- Improve site design as well as navigation so users can find what they need next.
- Do A/B testing to see if shortening or editing content / headings / subheads improves the bounce rate.
- Consider what information, imagery, and videos need to be added to a page to make it more useful and trustworthy.
- Use a marketing automation platform such as Marketo or HubSpot to get additional actionable data about the visitor funnel.
Bonus: There are hundreds of other ways to lower page bounce rate, one more being to add related links on a page so that visitors can find more useful information.
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