Guide to Lowering your Bounce Rate


What exactly is a “bounce rate”?

The term “bounce rate” refers to the percentage of the total users who go to your website and leave after looking at only one page. If you own a website, naturally, you’d want visitors to check out your other content, or convert by joining your email newsletter and buying your product/service.

There are a couple of different ways to measure the bounce rate and we subscribe to the two major authority definitions: Google Analytics and Adobe Omniture SiteCatalyst.

When an unusual number of visitors “bounce”, however, it could mean a few things:

  • Your visitor didn’t find what they were looking for.
  • Your visitor didn’t like something about your website.
  • You’re not getting the right kind of traffic for your website.

In other words, your website, content, and/or marketing strategy could use a bit of refocusing. Here are a few things you can do to lower your bounce rate.

Establish reasonable expectations

It’s important that you know the average bounce rates for various types of web pages so that you can set reasonable expectations on how your website should perform. Google Analytics’ benchmark averages for bounce rate reveal that:

  • Content websites average 40 to 60 per cent
  • Lead generation websites average 30 to 50 per cent
  • Blogs average 70 to 98 per cent
  • Retail websites average 20 to 40 per cent
  • Service websites average 10 to 30 per cent
  • Landing pages average 70 to 90 per cent

Make your content easily readable

Readers are repelled by walls of text because it’s difficult to read. Avoid this by adding visual variety to your content through:

  • Bulleted lists
  • Relevant and descriptive subheadings
  • Highlighted (e.g. boldfaced, italicised) keywords

Furthermore, try to limit your paragraphs to one main idea for each, which is ideally three to four sentences short.

Target the right audience

As mentioned earlier, an unnaturally high bounce rate could mean you’re not getting the right visitors for your website. To fix this problem, you’ll have to:

  • Research and use the appropriate keywords for your content.
  • Audit your keywords every six months to see which are gaining or losing popularity.
  • Make several landing pages that use the appropriate keywords
  • Create descriptive meta descriptions to attract the right kind of visitors.
  • Produce valuable (i.e. informative, helpful, entertaining, and unique) content that appeals to the people in your niche and addresses their concerns.

Design matters

Content is said to be king, but your website’s design is more important than you may think. Remember that you only have a few moments to get people’s attention online. If people dislike your website at first glance, they might not bother reading your content, regardless of its quality.

So how do you avoid making a bad impression? Generally, you should steer clear of:

  • Small, difficult-to-read fonts
  • Messy layouts
  • Walls of text

Instead, aim for larger fonts, good colour contrast, simple navigation, and a responsive layout.

Don’t mess with the user experience

Your audience really hates it when they’re interrupted by pop-ups, intrusive advertisements, and auto-playing audio and/or videos when they’re browsing so if you can help it, try to avoid adding these features in your website.

Take note that the suggestions we’ve outlined here aren’t always applicable; they may vary, depending on your website’s niche and unique value proposition. They are, however, worth considering.

By lowering your website’s bounce rate, especially in high-traffic pages, you can boost your conversion rate and improve your sales.

Fairfax Marketing Services can help reduce your bounce rate by creating engaging and professional-looking websites with quality content. We’ll also optimise your site and make it easier to find in major search engines.

Search Engine Optimisation, Websites