A high bounce rate is an indication that your site’s content does not match what is expected from the visitor. Following are our recommendations from a strategic, design and backend/technical perspective for reducing your bounce rate.
Strategy
- Make data-informed decisions
- A/B test designs, CTAs, forms, headlines…everything
- Compare better performing pages to underperformer using heat maps CrazyEgg is an excellent tool.
- Profile and segment on geography, language, browser, operating system, traffic source
- Compare keyword bounce performance and maintain keyword focus on each page
- Ensure headlines accurately represent the actual content
- Consider points of entry and perspective of landing as first page
- Link to the most appropriate page rather than home page
- Provide internal links to related content
- Address the user’s REAL need
- Incorporate video of people within the organization to allow visitors the opportunity to “get to know” us
Design
- Make sure the message is immediately obvious
- Don’t overwhelm with content
- Communicate who we are and what we do in 3 to 5 seconds
- Ensure proper color contrast for readability
- Design clean, accessible, intuitive navigation
- Eliminate distractions such as animation, fly-outs, surveys,
- Do not use auto-play video with audio
- Incorporate a search function and analyze searches for insight
- Avoid Flash
- Do not use “welcome/splash screens”
- Don’t get TOO hung up about staying above the fold.
Backend
- Improve loading times
- Lazy-load (AJAX) third-party content
- Use responsive screen design for desktop, tablet, and mobile
- Open all external links in a new window
- Check various browser performance
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