Every business owner should know the answer to the following two questions: What is the bounce rate of my website? What is the conversion rate? If the bounce rate is high, relatively speaking, and the conversion rate is low, it’s time to revisit the content on your website and the marketing strategy you follow to drive people to your site and keep them there.
First, let’s review the meanings of the terms bounce rate and conversion rate. The bounce rate is the frequency with which visitors to your website – the home page or a landing page – bounce away without any type of interaction on your page and return to the site that originally referred them. The conversion rate is the percentage of visitors to your website who complete an action once they are on your website. That action could be buying something, downloading a coupon, completing a contact form to request more information – whatever you want them to do once they land on your website.
A high bounce rate means visitors to your site leave before you are able to convert them. The last thing a business owner wants is for a visitor to their website to leave without first taking time to look around. If you don’t know what the bounce rates are for your web pages, visit your site’s Google Analytics (under Audience Overview) to find out.
Here we look at 9 reasons why your website bounce rate might be high, and how to fix the problem.
If you want to improve your website bounce rate, first make sure you understand what the current bounce rate is, then systematically address each problem and measure improvement as you go. Without a doubt, by improving the bounce rate, you also improve your conversion rate and the ability of your site to rank well in searches. At Perfexion, Inc. we specialize in making sure clients’ websites are technically sound and perform to the best of their ability. We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia.
If you are not already using Google’s Search Console service to monitor how well your website is performing in Google searches, put signing up for the service on your to-do list for today. The intelligence and data Search Console provides is like nuggets of gold just waiting to be mined. Business owners, website managers, and digital marketers, regardless of their level of technical expertise, can use Search Console easily and apply the takeaways they learn to strategically enhance the performance of their website, including increasing traffic and improving conversions.
With Search Console, you can:
Monitor website performance
Submit content you want crawled for searches and remove content you don’t want the search engine to index
See which search queries work best to bring visitors to your website
Track and monitor your site’s backlinks (hyperlinks from other web pages to your own website or web page)
Be informed when an error occurs on your website, such as a broken link, missing page, or crawl error
Quickly, easily, improve your website’s SEO
One especially important reason to be signed up for Google’s Search Console service is to utilize the intelligence the data provides – those nuggets of gold – to improve your website’s SEO. Without search engine optimization, your website stands little chance of ever showing up in a Google search or getting found.
The following list provides ways to use those nuggets of information to quickly and easily improve your site’s SEO.
Take advantage of all the functionality Google provides to monitor your website’s performance and see where improvements are needed or things need to be fixed. When you systematically address the technical areas of your website that impact SEO, you both improve the ability of your site to rank well in searches and enhance the user experience across the entire site. The end results are well worth the effort. At Perfexion, Inc. we put our web development and web content expertise to work for you. We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. We specialize in making sure clients’ websites are technically sound and perform to the best of their ability at all times. Contact us today.
The home page of a website has mere seconds to impress and engage those who visit it. People who visit a website for the first time are usually looking for certain information upfront – information that indicates they are in the right place. When users’ initial questions are addressed right away, they’ll be more likely to remain on the website, look around, and respond to a call to action. Think about what you look for or expect to find on the home page of a website you visit for the first time. Then think about what you do if you are unable to quickly or easily find the information you’re looking for. Chances are, you click away and search elsewhere.
The content on your website home page should inform, build reader confidence in your business, and showcase you as credible and trustworthy. Every business is different, so content will vary from one website to another. But the following nine elements are must-haves for every home page.
Spell out what you do – Inform visitors in simple, straightforward terms exactly what your business does. If the purpose of your business is not immediately clear, people will leave your website and go to one that clearly spells out what they do.
Explain how visitors benefit from using your products or services – Beyond saying what you do, make clear the main benefit (or benefits) your offering provides or the problem it solves.
Client testimonials – Strategically place several customer reviews on the home page, as these highlight your experience and build trust. Testimonials that mention the service you provided and the clients’ satisfaction are all you need.
Awards, recognitions, associations, certifications – These showcase your professionalism and expertise, and give you credibility in your industry.
Overview of service offerings – Mentioning your products and services on your home page and linking them to more detailed information serves you three ways. You: 1) better inform visitors about what you do or sell, 2) make it easier for them to click the link for more detailed information, and 3) help your home page rank higher in search engine results.
Contact information – Don’t hide or bury key information such as your phone number, email address, and mailing address. By providing this information, you let customers know your business is legitimate and that they can easily communicate with you. The footer of the page is where most companies place their contact information.
Social media links – If you also market your business on social media platforms such as Facebook, Pinterest, YouTube, or Twitter, you probably want to get the word out as much and as often as possible. Your homepage should include clearly identifiable icons for each to make it easy for users to Like, Follow, Share, and Retweet!
Images and graphics – Quality images that are unique to your business let visitors know what to expect and go far in building credibility. Use stock images sparingly, and make sure all images are high resolution and sized properly.
Call to action – Decide what you want visitors to your website to do once they’re there. Do you want them to subscribe to your email list? Clip a coupon for the offer of the week? Complete a form for more information? Place a logical and clear call to action for whatever makes the most sense for your business.
A home page should provide upfront information about your business that your target customers most want and need to know. Incorrect or insufficient information either forces the user to click around to find what they want, or worse, causes them to leave the website without looking any further. Even if other pages on your website contain exactly what they are looking for, if the home page is unclear, visitors are more likely than not to click away. And when visitors click away after visiting just one page, the bounce rate for your website goes up.
Look at the home page of your website with a critical eye. Does it contain the information a new visitor needs to understand who you are, what you do, and the value you bring? If not, take time to update the home page to add these critical elements, or hire a professional web design and development company with the digital marketing expertise to make sure the home page for your business makes the best first impression it possibly can.
Philadelphia web design company Perfexion, Inc. specializes in web design and development, including search engine and digital marketing. They are experts at building websites that meet users’ needs and add value to the business they represent. Perfexion thrives on helping clients be as successful as possible. They collaborate closely with you to understand your business and put that information to work in every website they build.