A high bounce rate is one of the main conversion killers. If the majority of your visitors are abandoning your website on the first page, then you don’t stand a chance in converting them into subscribers or patients.
In this blog post, we will share the top 7 methods to reduce your bounce rate and increase your conversions.
First, let’s look at what bounce rate is and then ways that you can decrease it.
What is a Bounce Rate?
Bounce rate is the percentage of users who land on your website and leave without visiting a second page.
High bounce rate indicates that the user wasn’t convinced enough to stay on your website and engage with a call-to-action (CTA) on your page. For example, filling in a form or booking an appointment.
Visitors can bounce from your website by closing the tab or clicking the back button on their toolbar leaving your website. It can also be typing a new web address or your webpage crashing.
All of the above can be usual behaviour for site visitors, however, there is a distinct difference between good bounce rate and bad bounce rate.
Let’s have a look at what the average bounce rate is to determine what good bounce rate looks like.
So, What Does An Average Bounce Rate Look Like?
Let’s look at what the industry standards are:
- 80%+ is terrible
- 70 – 80% is poor
- 50 – 70% is average
- 30 – 50% is excellent
- 20% or below is due to a tracking error from the incorrect implementation of events tracking, duplicate analytics or third-party plugins on your website such as live chat plugins.
However, it is worth bearing in mind that bounce rates vary across industries and also depends on the type of content that you have on your website:
If your bounce rate is higher than average, it could be caused by several factors such as a slow loading website, poor site navigation, bad user experience, poor design or the website lacks clear call-to-action.
So, let’s look at how to improve your website’s bounce rate.
7 Ways to Reduce Your Bounce Rate
We will share 7 ways that you can improve your website bounce rate. Before we begin, you need to identify the web pages with the highest bounce rate.
You can do this by going to Google Analytics. Click on Behaviour, then Site Content and finally on Landing Pages.
Once you identify the cause of a high bounce rate on your landing pages, it can be easy to fix.
So, let’s get started.
1. Improve Your Website’s User Experience
The Definition of User Experience (UX): “User experience” encompasses all aspects of the end-users interaction with the company, its services, and its products.
User experience is the overall feeling a user gets when they are browsing through your website. Good user experience is when a user finds the website to be visually pleasing and easy to use.
To get a better understanding of how your users are interacting with your website, we recommend installing HotJar. This tool enables you to record user activity on your website. It provides great insights to get an idea of what changes need to be made to improve the experience. For example, are users finding it easy to engage with your call-to-action? Is it easy to find?
We’ll share even more tips covering user experience in this blog posts. n this article.
2. Optimise The Placement of Your Call-to-Action
Did you know that it only takes a few seconds for users to decide whether to leave your website or continue to browse it? Often, it’s what they see above the fold content that aids the decision.
I hear what you’re asking. “What is above the fold content?”
Above-the-fold content dates back to the days where newspapers tried to capture people passing by the newsstand. As most newspapers were folded, they knew that they have the space above the centrefold to capture the user’s attention or lose the sale.
This concept applies to websites as the content that fills the screen on entry is the first thing that users see when they land on your website. This is what you need to ensure grabs their attention and encourages them to scroll down and aids in converting visitors to patients.
To help you, below is a great example of above the fold content that you can review.
Transform Cosmetic Surgery above the fold content encompasses all the great elements that we will be discussing in this blog post.
As you can see, there is a clear call-to-action inviting the user to book a free consultation. Above this, they detail 4 key benefits to users for choosing Transform as the clinic of their choice. You can see that Transform also include social proof in the form of a TrustPilot widget which is rated 4 stars. Just underneath the slider, users can book a free consultation and select the body area and the surgery that the user requires.
Let’s not forget mobile users:
Mobile users can book an appointment directly from the main navigation. There is also an option for users to download the brochure.
Perform the same exercise with your website. What can users see the second they land on your website. Is it clear what your business offers are? Are the call-to-actions visible and clear? Have you listed any benefits to your products and/or services?
3. Improve Your Site’s Speed
As we’ve mentioned, your site visitors make up their minds about your website within the first couple of seconds. Therefore, your website must load quickly so that you can grab your visitor’s attention as soon as they land.
A widely quoted study by the Aberdeen Group found that “A one-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions. Even though this research dates back to 2008, users expectations of a fast page load have increased in the last 10 years, and it will continue to rise.
To increase the speed of your website, you should optimise your pages.
Read More: 3 Ways That You Can Reduce Your Page Speed On Your Medical Website.
4. Use Videos To Engage Your Audience
97% of video marketers reported that video increased user understanding of a product or service. 76% reported video helped them increase sales.
Including a video on your landing page can increase conversions by more than 80%.
5. Use Social Proof To Build Credibility
There’s no denying the power of social proof in decreasing your website’s bounce rate. Research has shown that 61% of online consumers look at reviews before making a decision.
What’s more important to note is that reviews are 12-times more trusted than descriptions and sales copy written by the company.
In other words, potential patients want proof from their peers and not the companies selling the products or services..
There are a ton of different ways social proof can be used to decrease bounce rates, and they all require companies like yours to show that other people like your products or services.
Some common tactics for establishing social proof are:
- Positive reviews
- Patient testimonials
- Number of patients
If that’s not enough to convince you of the importance of social proof, look at the statistics below:
- 61% of customers read online reviews before choosing to buy a product or service
- 91% of 18-34-year-olds trust online social proof reviews as much as recommendations from someone close to them
- 100% of those aged between 18-29 said they “checked reviews prior to making a purchase” in a 2018 eMarketer survey
- 63% of consumers indicated they are more likely to purchase from a website with product ratings and reviews
6. Target Abandoning Users
Despite all your efforts, sometimes a visitor may still leave your website.
In this case, you can either let them leave, or you can try to convert them into a subscriber.
At Digital Beanstalk, we use exit pop-ups that enable us to launch a pop-up when a user is about to leave our website and show them a targeted message at that precise moment, This is a very effective technique with a proven success rate.
You only need to request their first name and/or email address, allowing you to stay in touch with the user by sending them highly-targeted and relevant emails, eventually converting them into patients. Be sure to exchange an irresistible offer in exchange for their contact details.
7. Target Engaged Users
You may also find that even engaged users leave your website without taking any action. This usually occurs when the user lands on blog posts or resources pages.
This is still an opportunity for you to convert the user into a patient through lead nurturing. Using the same technology listed in the tip above, you can show users reading your content offers that is relevant to what they are looking for.
For example, if a user lands on a blog post about ‘What to do before a breast surgery consultation’, your offer should be a checklist of things to do before the consultation.
Showing your blog visitors customised offers based on the pages they visit, will not only help you reduce your bounce rate, but it will also help to increase engagement and conversions.
So, there you have it! We hope the tips above help you to reduce the bounce rate on your site and increase your conversions. To find out how we can help you reduce the bounce rate on your website, schedule a FREE 30-minute strategy session with us.