Yes, heavy traffic IS a good thing when it comes to your website, but, unless you have a decent percentage of visitors converting into buyers, heavy traffic will probably have an adverse effect on your ROI. After all, you will have to pay for PPC Ads and other SEO and SEM activities. The following are some useful tips to help lower website bounce rates.
1. Examine SEO and SEM Activities to See Whether You Are Getting Relevant Traffic: One of the main reasons many websites have a higher than average bounce rate is that a lot of the traffic being directed to the url is not relevant to business. Why does this happen? — One significant factor may be inaccuracies in your Search Engine Optimization and Marketing strategy. For e.g. if your PPC Ads target too broad a spectrum of keywords, a lot of your visitors will be people who do not fall within the profile of your target market, and naturally, they will leave your website as quickly as they got there. Your website’s url, page title, keyword meta tags, H1 and H2 tags, alt tags, and general keyword optimization in your content should all target the right keywords. Make sure that your SEO and SEM activities are handled by or outsourced to someone who not only understands SEO / SEM fully, but also understands your business fully. Otherwise, it will have a deep negative impact on your return on investments.
2. Evaluate the Content on Your Website: Content really is “King”, and another noteworthy reason that people quickly hit the “back” button, is when there are issues with content. These issues may include: too much content; badly written copy; irrelevant information; uninteresting presentation. If the bounce rate on your website is high, you definitely need to re-evaluate its content. Your website’s copy should be clear, concise and to-the-point. Your product’s Unique Selling Proposition and benefits should be apparent to your visitor as soon as he is on your landing page. Most people’s chase for a lower bounce rate ends with merely tweaking their content!
3. Do Not Ask Your Visitor to Register In Order to Be Able to Make a Purchase or Navigate Through Your Website: When the world-wide web was in its nascent stages, many websites did not allow visitors to even read their pages without registering! Today, if content is “King”, the consumer is also “King”, and probably King of an even larger country! So, disallowing your visitor to navigate through your website or make a purchase, without registering, would be like being beheaded at the hands of your King! — Your potential customer will surely be able to find an alternative to your product or service in less time than it would take to register on your website. Your request for a registration HAS to have no strings attached. In fact, you would do well to offer an incentive that would make signing-up worth his time.
4. Ensure that Your Website Is Easy to Use: Ensure that your website is structured in such a way that it is easy to navigate through. Keep your site-map updated at all times. Have an internal “search” feature on every page. Make it easy for your visitor to get to information he needs, and he will stay on your website till he does.
5. Do Continuous Quality Analysis Exercises for Your Website: Quality analysis of your website should be a continuous process, as it will alert you of issues before they do your visitors. This is bound to have a positive impact on your bounce rate. For e.g. Check your website for broken links (If your links don’t work, you are not likely to get that second click even if your visitor wants to give it to you!); check that your “buy” buttons all work and when clicked on show the right products in your shopping cart! There’s nothing more frustrating for your visitor than facing silly issues with your website. So, make regular QA a habit, and you are bound to have a lower bounce rate.
6. Design Your Website In Such a Way That It Is Creative and Attractive: Evaluate your website’s overall design and creative concept. Be careful not to use too many bright colors that are displeasing to the eye, and background images or color combinations that make it difficult to read the text. For reasons that are obvious, websites that have high-quality design elements generally have very low bounce rates.
7. Have a Live Chat Feature, if Possible: Having alive chat feature, which is manned around-the-clock does wonders for keeping your visitor with you long enough for him to get all the answers he is looking for. Plus, bounce rate aside, a live personal conversation with your visitor is the best shot you will ever get at tipping the scales in favor of a sale!
8. Have Separate Landing Pages for Your PPC Ads: Creating separate pages to correspond with specific PPC ads, ensures that the tone of the landing page is similar to the visitors’ specific search. Making potential customers land on pages that are relevant to their keyword search, is known to do wonders for lowering bounce rates. Doing this is sure to translate into more sales for you!
9. Minimize the Number Of Outbound Links: Do not have too many outbound links in the form of affiliate and general link ads. Link ads are great when you have an informational website or blog, or when the primary purpose of your website is to earn revenue from them. But, if you are running an internet business, the less outbound links you have, the more chance there is that your visitor will remain on your website long enough to make that all-important decision to purchase!
10. Ensure That Features On Your Website Are Compatible With All Browsers: Do not use browser-specific tags and other features that will limit complete accessibility of your site. If visitors do not get optimal functionality with different browsers, it is sure to have a negative impact on your website’s bounce rate.
11. Make Sure Your Website Is Not Too Heavy and Slow to Download: If your website is heavy on graphics, make sure you find a way to properly compress the images while retaining their quality. If your site is too slow to download, your visitors will leave before they even arrive!