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Bounce rates are something we often do not worry about in the business world because we are focused on trying to generate traffic and sales. It makes sense but we have to understand that there is a lot of work that goes into generating quality traffic. What do we mean by quality traffic? A quality click is from a consumer who actually has a reason why they would visit your site. If they get to your site and immediately leave, it’s either because they accidentally clicked on an ad, the site took too long to load, they had to put their phone down, or they changed their minds. For the consumer, this seems like it’s not a big deal. However, for your business, bounce rates can cause some long-term problems.
Google and other networks want to give their consumers the best information and send them to the best quality sites. Whenever these networks see a site with a high bounce rate, they tend to show these sites off to their users far less, especially when it comes to organic rankings like with SEO. Think of it from Google’s standpoint. You have one site that is paying $10 a click but every time a user goes there, they leave within a second or two. On the other hand, you have another business willing to pay $7 per click and people seem to stay on that website for a while. Which would you rather send your users to? These networks care less about the money than they do the user experience because if their users get tired of using them for information, they will go somewhere else.
Now that you understand the significance of a bounce rate the next quality is how to reduce it. Let’s start with the load time of your website and pages. If this is too slow then you have to figure that people will run out of patience and leave. Another thing to remember is that the landing page needs to reflect the ad the person clicked on. If you send the consumer an ad about 10% off a pair of sneakers, do not send them to a home page or a landing page that does not have that product available as soon as they click on it. Leave it to the consumer to browse your site rather than trying to motivate them to do so.
Social media ads make this mistake a lot as well. If you are running a contest or something that requires people to sign up, try to keep the fields as small as possible as far as the information you want like name, email, date of birth, phone number and so forth. Also, make sure that your site is mobile friendly because that’s where the majority of visitors are going to come from. If you follow these tips you will see your bounce rate numbers fall and improve the user experience on your website.