If there’s one thing we know from being an inbound marketing agency, it’s this – if your business is suffering from a high bounce rate, then it’s inevitably suffering from a low conversion rate, which, in turn, means low sales.
But let’s slow down a second…
What’s a High Bounce Rate?
A website bounce rate is a Google Analytics metric that refers to the percentage of people who land on a single page on your site and then leave again without browsing further. They don’t check out another page, they don’t click on anything, they don’t engage with your chatbot – they just boing off somewhere else.
A high bounce rate is probably bad news for your business – unless you’ve got all of your site’s material on one page (products, blog posts, downloads, checkout), then you need visitors to hang around and explore.
(Image source: blog.kissmetrics.com)
If you’re encountering a high bounce rate, there are a number of things that could be causing it. For starters, your website may simply be confusing – users may not be able to locate your navigation menus, and don’t want to waste time trying. Another reason may be that your content is irrelevant to visitors – in which case you need to ask yourself if you’re attracting the right visitors to your website in the first place. If your site is slow to load, then this again may be causing visitors to bounce. Your CTAs may not be strong enough, your blog titles not enticing enough, or your layout not clear enough.
Whatever the reason is, it’s imperative you get to the bottom of it, for a high bounce rate is rarely good for business – and that’s where an inbound marketing agency will help.
(Image source: blog.kissmetrics.com)
How an Inbound Marketing Agency Can Lower a High Bounce Rate
Attracting the Right People to Your Site
A high bounce rate will always be a problem if you’re not attracting the right people to your website.
So, who are the right people?
Potential buyers. That’s the short answer, however, to help you figure out exactly who your potential buyers are – where they work, where they hang out online, what their interests are, what sort job role they perform – your inbound marketing agency will help you create buyer personas.
A buyer persona is simply a semi-fictionalised representation of your ideal customer. It’s essentially a detailed document that describes a realistic profile of the types of people that your business is targeting.
(Image source: luismaram.com)
The better and more accurate your buyer personas, the better you are able to target them with tailored content that will match their specific interests and concerns.
A Content Marketing Strategy
Once you’ve got buyer personas nailed, the next step is to attract these people to your site with great content that will keep them hooked and eager to learn more.
Your inbound marketing agency will develop this content marketing strategy in direct line with your targeted personas.
A good strategy will encompass many different forms of content – blogs, of course, but also videos, infographics, webinars, case studies, eBooks, podcasts, and other high-value material. The important thing, however, is that the content provided is engaging. Indeed, high engagement is practically synonymous with a low bounce rate.
What makes for engaging content? Well, it must be informative, entertaining, and useful all at once. If you want your targeted personas to hang around and check out your product pages, then you need to win them over with superlative content from the outset. You need to convince them that your company is worthy of their lasting attention, that you have the goods, the knowledge, and the answers to their pain-points. And this must be delivered in every single piece of content that you publish, for only this way will your visitors click around to find out more.
An Inbound Marketing Website Design
Even if you’re attracting the right people with the right content, a website with a frustrating user experience will still lead to a high bounce rate.
What’s required is a visually appealing site that delivers a streamlined and seamless experience for each and every visitor that arrives at your door – and that means inbound marketing website design.
For starters, your website’s navigation should be clear, easy to use, and, importantly, where users expect it to be (that’s at the top of each page). Visitors who have a hard time figuring out how they are supposed to get from point A to point B probably won’t waste their time trying to do so.
Positioning is key – but so too is the copy. When visitors click on a link, they should have a good idea of what is going to appear on the page that they are navigating to. And with this in mind, it’s also important that you build in an intuitive internal linking structure with each piece of content that you publish – one that effortlessly guides users from piece of content to another with thoughtful anchor text.
(Image source: blog.hubspot.com)
But one of the most crucial things when it comes to great inbound marketing website design is your CTAs.
Adding relevant and compelling calls-to-action on each page you publish will help you guide visitors towards the most natural next step that you want them to take. If they’ve arrived at a blog post, for instance, you may wish them to download a related eBook – so make sure that CTA is clear and enticing.
The important thing to remember is that when you’re trying to lower a high bounce rate is that you need to give visitors a reason to visit another page on your site, instead of heading off in search of something else. However, it won’t pay to overwhelm your visitors with a different CTA after each sentence they read – keep things to a minimum, as relevancy is more important that sheer quantity.
Over to You
Lowering a high bounce rate is all about strategy. Your inbound marketing agency will begin at the beginning with this, first trying to figure out why so many people are bouncing, and then begin to implement a number of tactics to stop it from happening. By attracting the right users with the right content, and then giving them a seamless experience with a brilliant, engaging and intuitive website design, your inbound marketing agency can start lowering your high bounce rate in no time, and from there begin to work on upping those conversions and sales, too.