How to Cure the Bounce Rate Blues

A potential customer has a problem. Like most people these days, this person goes online to look for the best way to solve this problem they have. After entering certain keywords into a search engine, a link to your company’s website appears and the potential customer decides to click. Great news! All of your company’s SEO and SEM efforts have seemed to pay off. But as you know, getting a visitor onto your site is just half of the battle.

After seeing the content on your page, the visitor clicks the “back” button. As defined by Google Analytics, “Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” Unfortunately for you, the aforementioned visitor has just increased your bounce rate. A high bounce rate can be problematic, as the leads that your search campaigns and SEO efforts deliver in are leaving before they have the chance to convert on your goals.


How can you minimize your bounce rate and increase your conversions? We have a few tips that will keep visitors on your site and encourage them to continue down your conversion funnel.

1. Target Content Based on Keyword Searches
Like the potential customer in the example above, many visitors are referred to your site from search engines. Obtaining search keyword data is extremely useful because it shows the visitor’s intent when arriving to your website. Get Smart Content allows you to personalize your site in response to this keyword data. With targeted content, your website will provide your visitors with the relevant information they seek and entice them to click through, increasing your SEO in the process. See the results when one destination targeted their content based on search keywords driving traffic to their website.

2. Create Optimized Landing Pages
The average landing page is a liability when trying to maintain a low bounce rate. More often than not, the visitor is presented with two options: convert or bounce. Instead of sending your leads to a dead landing page, place dynamic landing page content on your most highly trafficked pages. Simplify your landing page management in this manner and see clicks and conversions increase on all of your site’s pages.

3. Have Clear, Accessible Navigation
Have you ever been on a website that made it difficult to find what you were looking for? The answer is probably yes. If you could not easily find the information you were looking for, you most likely went back to the search engine for another recommendation instead of sifting through that site.  If your site navigation is disjointed and unclear, your bounce rate will reflect this. To combat the problem, repeat top and sidebar links on the bottom of your pages, include search functionality, and avoid dropdown menus that don’t work on touch screen devices.

4. Provide Different Content for Different Devices
You don’’t need a computer to surf the internet. In fact, mobile internet users are expected to surpass the number of wired users by 2015 according to the International Data Corporation. Why does this matter? Mobile users will increase your website’s bounce rates if the format of your content is incompatible with their device. Use your website’s analytics to personalize content, such as high resolution images and style sheets for easier viewing on retina display supporting devices to each mobile visitor.

Take the first steps towards decreasing your bounce rate by checking out the free Opportunity Report tool.  Now listed in the Google Analytics App Gallery, the Opportunity Report takes your website’s analytics, breaks down your underperforming audience segments, outlines the areas which need more attention in an easy to understand format and provides the perfect starting point for website optimization.

Anthony Figgins
Anthony Figgins

The guy who runs marketing and sales tech at a marketing tech company. Avid collector of swag.