Bounce Rate, The One Click Hop
Bounce Rate: Percentage of users who enter and exit on the same page. Or begin and end their session on your homepage.
- Low relevance of webpage content
- Content marketing needs work
- Web page is unorganized
Although it may seem challenging, breathe easy as you are in control, it’s your website after all. The key is to have targeted language and content that seems organic to the consumer who is visiting your site. Remember to put the customer first, keep their attention, build their trust and ultimately their service and loyalty. The Main objectives with improving your bounce rate is to keep the customer’s interest and prompt action for further exploration on your website.
Strategies to Improve Bounce Rate:
- Improve content readability/legible. Make your content easy to read by reducing large chunks of text. Guide the customer through your text with headlines, sub headers and bullet points. Accentuate your text and keywords.
- Site navigation is helpful. Include home, about and contact. Every page has a purpose.
- Create Call to Action. Create something that that is useful to customers. This could be a free trial, or a payment calculator, digital application of a design element such as paint color or a piece of clothing. Or perhaps a prompt to make the purchase or “add to cart”. The intent her is to offer something with urgency.
- Improve Brand storytelling. Find something to “stop the scroll”. Could be a subheading, a word, term or image. Provide a reason for the customer to pause and think about your product or service and how it applies to them. You could be providing context to aid the customer in making an informed decision such as choosing product A or product B. Or perhaps they learned about a certain side effect of a product or inflammation factor of a certain food. Perhaps the product usage displays the customer as a hero. Maybe their donation or purchase of the product is humanitarian or philanthropic.
- Be truthful, Be transparent and Be credible. Address your customers concern or the main reason they are visiting your site. To learn about your product and how much will it cost to acquire it.
- Marcus Sheridan, Owner of River Pools, revealed he made $2million in sales from a post titled, “How Much a Fiberglass Pool Cost?” (Cohen, 2014). Here, Marcus Sheridan addressed his customers primary concern, the total cost of a pool. He then adds to the discussion about customer upgrade options and how their products align with their competitors. Also listed on the website are customer reviews to add to their credibility.
- Keep your blog update with fresh content. Assists in building momentum and establishing trust.
- Target Keywords. Keywords are words or phrases that describe your website and its content. Keywords can be informational and commercial. Informational keywords create awareness while commercial keywords show a desire for a specific product. The intent is to lead your customer from Point A to Point B. In addition, as a rule of thumb, eliminate phrases that are unnatural to be used in everyday language (Fleischner,2016).
- Make your website mobile friendly.
As a leader in marketing, I would like to highlight Best Made Company for their website design as visual for the bounce rate strategies mentioned above. The Best Made Company was acquired by a biotechnology firm, Bolt threads in August of 2017.
“In order to deliver breakthrough product to customers, we need to innovate from first principle to final sale – this is why our first acquisition as a company is Best Made Co.,” Bolt Threads said in a statement on the acquisition. “The brand is known for its distinctive identity, beautiful approach to design, and commitment to incredible craftsmanship and quality. Creating products from the ground up with Best Made Co. allows for both of our brands to bypass a traditional supply chain, and provides an opportunity to design, test and creatively market to customers.”
Easily identified in the Best Made Company webpage is:
- Product description (informed decision)
- Discover more (additional information if you aren’t convinced yet to make the purchase)
- Questions? Ask our experts (providing additional service on site to make customer experience more enjoyable, personal and informative
- Product price (transparency)
- Add to Cart (Call to Action)
- Shipping Guarantee (trustworthy)
References
Cohen, H. (2014, February 18). How One Blog Post Generated
$2 Million Sales. Actionable Marketing
Guide. Retrieved from https://heidicohen.com/blog-post-generated-2-million-sales/
Fleischner, M. H. (2016). SEO made simple: Insider
secrets for driving more traffic to your website. United States:
Createspace Independent Publishing Platform
Friedman, A. (2017, August 8). Bolt Threads Goes Vertical
with Best Made Co. Acquisition. Sourcing
Journal. Retrieved from https://sourcingjournalonline.com/bolt-threads-goes-vertical-best-made-co-acqusition/
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